The mobile site is powered by Usablenet. Consumers can access the mobile site by entering http://www.dollartree.com into their mobile browser.

“Dollar Tree launched its optimized-mobile site in time for the holidays to allow shoppers to purchase from any Internet-enabled mobile phone,” said Nick Taylor, CEO of Usablenet, New York.

“In addition to advanced product image galleries and social sharing, the site leverages new HTML5 features that include expandable and collapsible menus to improve site navigation and maximizes the smartphone’s small screen design without sacrificing crucial page download time,” he said.

On the go products
Via the Dollar Tree mobile site consumers can search for a specific item via the search functionality.

Consumers can search by keyword or product number to help them narrow down their search.

The Dollar Tree mobile site

The mobile site also features a store locator that helps users find the nearest Dollar Tree location to view the products in person.

Consumers can also search by category such as floral supplies, party supplies, arts and grafts and toys and games.

“Dollar Tree’s new optimized-mobile site is intended to drive substantial traffic visiting Dollar Tree from mobile devices,” Mr. Taylor said.

“As more shoppers turn to smartphones as a tool to research, browse and purchase products on their own terms, Dollar Tree has partnered with Usablenet to offer customers a seamless mobile shopping experience,” he said.

Social features
The mobile site also leverages social features such as Facebook and Twitter.

Consumers can interact with the company’s Facebook and Twitter pages and further build on the brand and customer relationship.

“Mobile commerce will continue its substantial growth during 2012,” Mr. Taylor said. “As smartphones and tablets continue to proliferate the market, consumers will increasingly use these devices to aid the shopping experience, making it imperative for brands to embrace a multichannel marketing platform.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York