Traidcraft, the UK’s leading fair trade company, has gone mobile to offer their customers on the move a better online experience. Traidcraft has identified mobile commerce as one of the most effective ways to take advantage of this year’s Christmas rush and encourage customers to return again when they are looking for a special gift in the future. The new mCommerce site has been designed, built and implemented by Maginus, expert providers of integrated software solutions for multi-channel retail & distribution companies.

Traidcraft commissioned Maginus for the project because they have many years’ experience within the broader multi-channel market and within eCommerce specifically. Maginus also provide Traidcraft’s current systems including the eCommerce site which is built on the Maginus eCommerce solution. Traidcraft had identified that they needed to streamline the customer journey via mobile and therefore needed a true mCommerce solution.

Paul Oliver, Head of Supporter Development at Traidcraft said, “Our mCommerce strategy was the natural next step for our multi-channel offering with which we would like to engage with existing customers through their smartphone and we are also looking to increase our customer acquisition via the new mCommerce site.

He continued, “The Maginus consultants were very helpful and knowledgeable allowing us to quickly clarify what we wanted from the new site. It was also important to us that the new mCommerce site was easy to manage and didn’t add to our overheads. The new site is in effect an extension of our eCommerce site, sharing the same product and pricing information so we only ever have to update data in one place.”

One of the key aspects to the mCommerce site is that it “talks” and shares the basket with the current online shop allowing customers to shop on the move, log out and then complete the transaction from their computer at home.

Mark Thornton, eCommerce director at Maginus commented, “The mobile solution will support Traidcraft’s Digital Marketing strategy whilst also servicing the customer that prefers to browse on their phone or ipad.

“Our relationship with Traidcraft has been very successful over the years and once again we have been able to deliver this project within a very tight timescale of just 6 weeks and within budget providing them with an excellent means of tapping into the Christmas shopping rush which will soon start.

This product will also tap into the multi-channel back office system that is also provided by Maginus to ensure that customer records & reporting is consistent across channels.

Traidcraft will soon be launching a campaign that will promote the service to their current supporters as well as a group of potential shoppers that could be converted into regular supporters.

Published on: 5:00PM on 7th January 2013