The New York based retailer is using the Demandware platform to power a mobile commerce store that promotes trendy looks and the latest footwear from the site at http://NineWest.com/Mobile. The mobile site ties in with Nine West’s ecommerce engine, thus offering a seamless multimedia digital experience.

“We’re seeing mobile transactions account for up to five percent of overall ecommerce revenue across our client base,” said Scott Todaro, senior sirector of product strategy at Demandware, Woburn, MA. “Providing a robust shopping experience through a mobile device is now paramount.”

Nine West is a division of Jones Apparel Group, whose portfolio also comprises apparel and accessory brands such as Jones New York, Anne Klein New York, Bandolino and Stewart Weitzman.

One shoe fits all
The Nine West mobile commerce site has several features geared to attracting on-the-go shoppers.

For example, customers can browse through products to make purchases, search for products, locate retail stores, sign-up for email alerts, communicate with customer service and access the Nine West rewards program, Nine Loves.

The mobile site offers shoppers access to the same product assortment that is found on the traditional NineWest.com ecommerce site.

“Mobile Web sites are a smart idea,” said Neil Strother, mobile practice director at ABI Research, Kirkland, WA. “Having a mobile site really enhances the experience for the mobile user.

“Users are doing a number of things around a mobile device—shopping, comparing products and prices. Now, if you’re a mom-and-pop store, this isn’t necessary. But if you’re a major brand or a growing segment, you want to give a good experience,” he said.

Mobile site
Nine West joins a Demandware client roster that includes Bare Escentuals, Barneys New York, Columnia Sportswear, Crocs, Frederick’s of Hollywood, Hanover Direct, Jones Apparel Group, Lifetime Brands, Michaels Stores, Panasonic and Reitmans.

“The best way to find the business rationale for any mobile investment is to look at your other non-mobile customer-focused IT and marketing expenditures, and ask three very fundamental questions,” said Brennan Hayden, vice president of Wireless Developer Agency, Lansing, MI.

“First, is the audience reached with the non-mobile method growing fast enough, if at all?” he said. “Second, is the value growing for each enabled customer interaction?

“And third, how much does each interaction increase the potential lifetime value to your business of each customer?”

If the answers to any of these questions is unsatisfactory with regard to non-mobile methods, mobile almost certainly has something to offer, due to its potential for reach, interactivity and long-term engagement.

“Most retailers need a mobile web-site, but for sound business reasons, not just because everyone else is doing it,” Mr. Hayden said.

Demandware extended all the features of its ecommerce platform to mobile, such as dynamic merchandising, guided search and its full product catalogue, all optimized for a smartphone browser.

As more consumers migrate their work, home and play activities to mobile, retail and brands are following with mobile options. The trick, though, is where to invest in mobile.

“Our clients are able to launch and manage fully functional mobile storefronts quickly and easily using the same ecommerce platform that powers their web storefront,” Demandware’s Mr. Todaro said.

Final Take
Kaitlyn Bonneville, editorial assistant at Mobile Commerce Daily, New York