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. 

Built by Mobile Interactive Group (MIG), the site also claims to deliver a seamless check out process, providing both credit and debit card payment options and is open to both new and existing users of

Richard Houlton, director of channels at Clarks, says that the company’s first move into mobile is a response to the fact that its customers are more technologically savvy than ever before.

Multi-channel retailing is a major focus for Clarks and is essential to give customers the choice they ask for.”  

Interactive Retail in Media Group has recently reported that 50% of UK smartphone owners shop via their mobile device, up 30% from June 2010. While the latest stastics from EPiServer state that a third of smartphone owners have used their device to buy a product online – and that a further 26% had bought something online using an app.

Matt Cockett, commercial director at MIG, said that customers’ shopping habits continue to evolve as new technology hits the streets.

They expect a user friendly mobile experience that enables them to browse, search and purchase more products (both large and small) while out and about or sat at home on their sofa.” 

Clarks is the latest in a run of retailers to launch comprehensive mobile solutions to shoppers; last week Comet launched a new comparison and price-checking app, Jaeger made international ordering possible through a transactional mobile site, Asda created a new iPhone app and eBay announced that it expected to see $5bn of sales through mobile for 2011.

Finally we’re seeing brands responding to changing customer behaviours regarding mobile, and tailoring the buying experience to compensate. There’s been a host of mobile-related launches over the past month or so, but when we start seeing stats and sales figures to match, then we’ll see if these strategies have hit the mark.