New m-commerce site capitalise on seasonal shopping rush to foster customer loyalty

New m-commerce site capitalise on seasonal shopping rush to foster customer loyalty

UK fair trade company Traidcraft has gone mobile to offer its 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 m-commerce site has been designed, built and implemented by integrated multichannel retail and distribution software provider Maginus.

Consistency across online and mobile

Traidcraft commissioned Maginus for the project as it provided the retailer’s existing e-commerce platform. And it reportedly completed the project within budget and a very tight six-week timescale in time for Christmas.

Paul Oliver, head of supporter development at Traidcraft, said: “Our m-commerce strategy was the natural next step for our multichannel offering, with which we would like to engage with existing customers through their smartphone. We are also looking to increase our customer acquisition via the new m-commerce 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 m-commerce site was easy to manage and didn’t add to our overheads. The new site is in effect an extension of our e-commerce site, sharing the same product and pricing information, so we only ever have to update data in one place.”

Creating multichannel integration

One of the key aspects to the m-commerce site is that it integrates with 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.

The new site will also tap into the retailer’s multichannel Maginus back office system to ensure that customer records and reporting is consistent across channels.

Traidcraft also plans to launch a campaign to promote the new mobile service to their current supporters as well as target groups of potential shoppers.