L2’s Intelligence Report: Mobile & Tablet finds most brands are not taking full advantage of the mobile opportunity, focusing on device transactions instead of using it to drive consumers to brick-and-mortar stores responsible for the majority of conversions. Though a few brand are doing mobile right. Kiehl’s mobile site, for example, is designed specifically for that purpose. The store locator is more prominent on the mobile site than on desktop, and features geolocation, click-to-call, easy to retrieve store hours, and a native map for directions.
Tourneau’s mobile site has a “find in store” tab showing product availability across its 35 locations. It also has click-to-call and appointment scheduling on the mobile site.
Louis Vuitton’s site is geared towards mobile transactions, but eases them significantly. The mobile site has an express PayPal checkout that consolidates the regular 20+ steps to five. The checkout page and product pages have a click-to-call to customer representatives.
Data from mobile shoppers shows investments like these can make all the difference. Smartphone owners spend on average 15 hours a week researching products. A bit of convenience and direction could turn them into buyers.