Adult product marketer Adam & Eve is seeing 8 percent of its online orders generated via its mobile site that launched just two weeks ago.

The site, built by Unbound Commerce, can be viewed at http://m.adameve.com. The results that Adam & Eve is seeing are proof that mobile is no longer an option for retailers and brands, but a must.

“Adam & Eve saw that traffic to their non-optimized site from mobile users was increasing, but that the conversion rates were low,” said Wilson Kerr, director of business development at Unbound Commerce, Boston. “They guessed mobile was going to be very big for them, so they engaged with Unbound Commerce to leverage their current ecommerce systems.

“Since Adam & Eve built their own ecommerce platform and the adult industry has complex regulations about what can be sold and to whom, they needed to work with a company with a deep, integrated approach to mobile commerce,” he said.

PHE Inc.’s Adam & Eve claims it is the nation’s largest marketer of adult products and one of the oldest. It sells adult products such as DVDs, Lingerie and sex toys.

Rather than settle for simply reformatting its existing site, Adam & Eve wanted to create a fully mobile-optimized version of AdamEve.com.

However, it was critical that the mobile site be driven by the existing ecommerce systems behind the main site.

The products that AdamEve.com sells are adult in nature.The mobile commerce site it launched gives consumers more options to shop and purchase in privacy, whenever and wherever they wish.

Adam & Eve customers are increasingly expecting the convenience of anytime-anywhere shopping.

The addition of a mobile site now makes a fully omni-channel retailer and complements the brand’s existing commerce site, mail order catalog and network of forty franchised retail stores across the United States.

“While mcommerce sales to-date have exceeded all expectations, Adam & Eve and Unbound are exploring ways that touchpoint marketing can help boost incremental mcommerce sales to even higher levels,” Mr. Kerr said.

Final Take
Giselle Tsirulnik is senior editor on Mobile Commerce Daily