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

“Zales sees the mobile site as a bridge between our stores and our Web site that consumers cna use while on the go,” said Roxane Barry, director of investor relations at Zales.

“They may be standing in our own stores looking for more product information or browsing the new collections, such as Vera Wang and Jessica Simpson, while on their morning commute,” she said. “Irrespective of where they are or their immediate intent, we wanted a mobile experience that allowed our customers to quickly and easily interact with our brands.”

Diamonds for all
Zales decided to launch a mobile-optimized site as more consumers become more technology reliant.

The mobile site lets consumers search from Zales’ inventory of more than 1,000 different types of jewelry.

Consumers can also browse items by category such as wedding, rings, necklaces or men’s.

Via the mobile site, users can register or log-in to their account to manage it.

Consumers can browse different products

Consumers can look closely at each product

“Shopping for jewelry is a considered and deliberate purchase process, which means our customers want to quickly and easily find product information, pricing, and product reviews,” Ms. Barry said. “Our mobile strategy allows us to address our customer’ needs whenever and wherever they are. 

“We don’t intend to launch a mobile app in order to simply join the long list of retailers who have a mobile app,” she said. “If or when we do enter the market with a mobile app, it will offer functionality and/or information that is unique to the needs of our customers and the mobile experience.”

Mobile features
The site features search functionality that lets consumers search for a specific product.

Additionally, consumers can look to see what is in their shopping bags or use the store locator to find the nearest location.

Customers can also enter their email address to receive a special offer when they join the company’s email list.

“As the overall trend in mobile device adoption moves more mainstream, a growing number of consumers are educating themselves, browsing product and transacting with us through these devices,” Ms. Barry said.

“No matter which channel our consumers choose to interact with the Zale brands – in store, online or via mobile, its our job to provide the best customer experience possible,” she said. “With the launch of our new mobile platform powered by Usablenet, we believe we’ve brought our mobile experience up to par with our in store and online shopping experience.”

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