Online retailer BuyCostumes.com is getting into the spirit of Halloween by letting consumers buy costumes via a mobile version of its desktop site.

Usablenet developed the site for BuyCostumes. Consumers have access to more than 20,000 Halloween costumes, accessories and décor from their Web-enabled device.

“The strategy of our mobile commerce site was to allow for additional convenience to our customers – from both a shopping and customer service standpoint – with the acknowledgement that the mobile and smartphone platforms are occupying a greater portion of our overall Internet traffic,” Terry Rowinski, chief operating officer of BuySeasons, New Berlin, WI.

BuyCostumes.com is owned by BuySeasons, a retailer of costumes, accessories, party décor and supplies for year-round celebrations and entertaining. BuySeasons also owns and operates the Celebrate Express family of Web sites: BirthdayExpress.com, 1stWishes.com, and CostumeExpress.com.

According to Mr. Rowinski, mobile will become an increasingly viable buying platform in the future for all retailers.

“The time to enter into this was correct for us, given the seasonality of our business,” Mr. Rowinski said.

Halloween costumes on mobile
The mobile site for BuyCostumes.com features a streamlined user interface for rapid access to all product categories.

Categories include adult costumes, teen costumes, kids costumes, accessories and makeup, hats, wigs and masks, mascot costumes, decorations and props, and party supplies.

The site at http://m.buycostumes.com is optimized for mobile use. The search functionality is at the top, making it easy for consumers to find what they are looking for quickly.

Right now the site offers shoppers 15 percent off on any purchase by entering the code Mobile15 at checkout. The discount is a way of encouraging mobile purchases.

Additionally, for orders over $65, mobile shoppers are eligible for free shipping. This too is meant to encourage mobile purchase.

Getting the word out
To get the word out about the new mobile site, BuyCostumes integrated its mobile launch into its search engine optimization and search engine marketing strategies.

The company is also using public relations and allowing smartphone and mobile devices that previously would only shop its main site to now be diverted to the mobile platform. A simple redirect does the trick.

“As our company continues to evolve to having goods and services for any celebration event,” Mr. Rowinski said. “We also wish to allow the consumer to get to us via their preferred electronic medium to shop our sites.

“Our 2012 and 2013 initiatives involve creating a further enhanced user experience surrounding new products, services and customer care options,” he said.

Final Take
Giselle Tsirulnik is senior editor on Mobile Commerce Daily