Tesco has launched its first transactional mobile website as part of a drive to make all its sites compatible with smartphones, after finding that 7% of its total web users were mobile.

Tesco is kicking off the strategy with a mobile-enabled version of its Tesco Direct site, which sells items such as consumer electronics, in an attempt to attract early adopters of new technology who often make high-value purchases.

Laura Duffy, head of non-food customer development for Tesco Direct, said the mobile site will be an extension of its website.

“Mobile is an extra touchpoint. Tesco Direct is as much of a research tool as it is a sales channel both online and on mobile,” she said.

“We’ve found that people often research high-value items and they’ll discuss this when they’re visiting their friends, so having a mobile website is the best way to facilitate this,” Duff added.

Further mobile-enabled versions will be launched for the brand’s other sites, such as Tesco.com.

Angela Maurer, head of mobile web development for Tesco.com, said, “The focus of the strategy will be about driving convenience and hopefully retaining customers.”

Traffic to the Tesco Direct website via mobiles has grown by more than 300% over the past year. Maurer also said 500,000 visitors to the Tesco Direct site (7%) were already accessing it via mobile browsers.

“The average total of orders from these customers isn’t that much different to people who purchase items from their PCs, although it is slightly lower,” she said.

The mobile site was created by mobile development agency Usablenet and has been designed to work specifically on smartphones.

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Published 8 November, 2010 by NMA Staff

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