The Orvis Co. has launched a mobile-optimized Web site that lets customers browse and buy items and services using their mobile device anytime and anywhere.

Through Digby’s mobile commerce software platform, Orvis’ mobile channel complements its ecommerce Web site, catalogs and bricks-and-mortar stores. Orvis’ mobile initiative supports all 60 retail locations in the United States and Britain and 350 Orvis dealers worldwide.

“Our strategy behind the launch of the mobile Web site is to allow our customer to shop at Orvis through whatever channel is most convenient for them—catalog, retail store, authorized dealer, traditional Web site or our new mobile Web site,” said Phil Young, vice president of ecommerce marketing at Orvis, Sunderland, VT.

“Our target demographic is men and women who are passionate about sporting traditions and distinctive country living,” he said.

“Digby gives us the ability to quickly develop and launch a best-of-class mobile Web site, which will allow Orvis customers to shop anytime on any smartphone.”

Founded in 1856, Orvis pioneered the mail order industry in the U.S. and operates a chain of retail stores with a network of over 350 dealers worldwide, including its flagship store in Manchester, VT.

Orvis donates 5 percent of pre-tax profits each year to protecting nature, supporting communities and advancing canine well-being.

Digby provides retailers with a fully-managed suite of applications designed for iPhone/iPod touch, BlackBerry and Android devices, unifying the Web, in-store and catalog channels.

Orvis goes mobile
Mr. Young said that Orvis is offering convenience to its customers who want to stay connected with the brand via mobile when they are on the go.

The new Orvis Mobile experience lets customers research and purchase items using Web-enabled mobile devices such as the iPhone, iPod touch, BlackBerry and Android when they visit http://www.orvis.com.

Key features of the Orvis Mobile experience include product imagery, complete product descriptions, ratings and reviews, store finder, site search and many support features.

The Orvis mobile Web site’s categories include Men’s, Women’s, Fly Fishing, Hunting, Travel, Dogs and In-Season Savings.

With the exponential growth in consumers using smartphones to buy products and services, Orvis’ goal is to take a leadership position by extending its sporting traditions to the mobile space.                              

Orvis plans to launch an application in the first quarter of 2011.

“We’re getting the word out about the Orvis mobile commerce site through messaging on our Web site, in emails and through social media,” Mr. Young said. “This is a mobile Web site that works on any smartphone and emulates the shopping experience on our traditional Web site. 

“To get coupons or hear about sales, it’s best to subscribe to emails until our app is launched next year,” he said.

Final Take
Dan Butcher is associate editor at Mobile Commerce Daily