“Sephora and eBay both come to mind as marketers who really embrace mobile across multiple tactics,” said Erin O’Neil Schultz, head of industry, retail, at Google, Mountain View, CA.
Branding Brand has worked with Timberland and—earlier this year—GNC to turn their mobile visions into reality. Before GNC optimized their mobile website, 10 to 15 percent of their e-commerce traffic came from mobile. Since launching it this summer, there are twice as many visitors using search, and mobile search conversions are up 50 percent.
Branding Brand [is] a leader in the mobile commerce space who works with large multi-channel retailers to develop mobile and social commerce applications.
In launching a mobile commerce site, General Nutrition Centers Inc., aka GNC, wanted to stand out from the crowd, by offering features and functions other retailers weren't. Its m-commerce technology provider, Branding Brand, had an idea: What if it integrated Google Inc.'s Google Commerce Search service, which offers some unique functionality, with its own mobile commerce platform?
"The velocity of smartphone adoption has made the mobile channel increasingly important for retailers. GNC wanted a flexible solution that would provide the best in e-commerce search while allowing us to develop a unique mobile experience."
Branding Brand has developed a "Find in Stores" widget that, for the first time, lets retailers repurpose Google Local Availability data feed for use on their own mobile sites.