Optimised mobile website extends fully integrated multichannel offering

Optimised mobile website extends fully integrated multichannel offering

John Lewis has this week launched a mobile-optimised version of its website. The site will enable customers to buy from the full johnlewis.com assortment, as well as locate their local shop.

Customers can access the new site from their mobile by typing m.johnlewis.com into their browser. Alternatively they can type www.johnlewis.com and it will automatically redirect to the optimised version for the site.

The retailer is launching the functional and transactional mobile site, which is designed to be easily accessed from any internet-enabled mobile phone, to understand customers' needs before considering the further development of mobile applications.

Looking beyond to app launch

The mobile site does, however, act as an enabler for a mobile application and John Lewis is looking at app development once the site itself has been successfully launched. Plans are currently being scoped out for an app, which will be focused more on the experience and personal relationship that customers have with the retailer. John Lewis said it was looking at early 2011 for a potential launch.

“Our customers' appetite for mobile commerce has grown enormously and our focus has been on developing a site with a seamless experience. Mobile is a vital part of our vision to become the leading multichannel retailer in the UK, so watch this space for future developments,” said Jonathon Brown, head of online selling at John Lewis.

The new mobile site has been created by the user experience and web design team at John Lewis, and developed in partnership with a specialist third party, Usablenet.