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There is no longer a debate over whether online retailers need a mobile site, as consumer demand dictates that brands need to optimised for small screens.
However there are still several different options facing brands that want to create a mobile optimised site.
But the examples we’ve seen suggest that responsive design is currently more popular among design agencies and artists, while major ecommerce retailers have been slow on the uptake.
So to show how responsive design can be applied in retail, here are 10 examples of ecommerce sites built using responsive design...
Comet’s imminent fall into administration has once again highlighted the precarious position that many high street retailers find themselves in thanks to a flagging economy and a general consumer shift towards e-commerce.
The news is perhaps more surprising as, unlike many of its competitors, Comet had begun to alter its business model and integrate digital and mobile technology in-store as part of its multichannel strategy.
However analysts suggest it was too little too late, as successive owners had failed to see the benefits of e-commerce in a competitive market and the company also saw revenue from its audio visual products fall away as consumers moved to combined platforms on smartphones and tablets.
So Comet’s demise shouldn’t be seen as evidence that multichannel retailing can’t work on the high street.
In fact data from House of Fraser shows that the use of digital technologies in-store can improve both sales and the customer experience.
Ryan Thomas is Head of Direct Channels at Comet, a role which covers the retailer's non-store operations, which includes the website, call centre, its B2B insurance business, and mobile.
I've been asking Ryan about Comet's approach to mobile commerce, as well as testing and optimisation.
Clarks has become the latest in a run of retailers to launch a transactional mobile strategy, announcing today that it has created its first ever m-commerce site.
With the company's full product range available to buy, people can shop directly from their mobile or locate their nearest store.
Comet has launched a new app that gives users product information, reviews and a price checking facility.
Comet says the app, which is available on iPhone, Android and Blackberry, is the first of its kind for an electrical retailer.
Comet launched its first mobile site, the first for any UK electrical retailer, earlier this month. The site allows users to browse the retailer's product range and reserve items for collection at local stores.
I've been trying the Comet mobile site (on an iPhone) to see how well it performs...
Having looked at whether some of the UK's most popular online retailers are still making customers register before they checkout a couple of weeks ago, I'm now going to look at the different options for dealing with the issue.
While I'm not in favour of sites making registration compulsory before entering the checkout, user registration does have its advantages; retailers can use the information to customise future emails, while from the customer’s point of view, logging in to the site avoids having to type in all their delivery and payment details again, making subsequent purchases smoother.
So what is the best way for e-tailers to deal with registration? I've been looking at a few different approaches to the issue...
Three of DSGi's major UK e-commerce sites were down for maintenance for a large part of the day yesterday, with Currys, PC World and Dixons all displaying error messages for visitors.
The retail group is expected to report disappointing like-for-like sales figures this week, and can ill-afford the loss of a day's online trading in such economic circumstances.