The Container Store has turned to Usablenet, a mobile and multichannel technology provider, to upgrade its mobile Web site so the retailer can provide its customers with a seamless mobile shopping experience.
The company reports an increase of 62% in mobile site traffic to its site in the past year, and anticipates further growth this year. The Container Store sought to offer its customers a more engaging mobile experience by offering them more features from the desktop on their mobile devices. The retailer also wanted to strengthen visual navigation and social integration.
The new mobile experience is backed by U-Control, Usablenet's content-publishing tool, which allows the Container Store to quickly refresh site banners, mobile promotions and navigational icon links.
The upgrade gives customers the ability to share products from the site on Twitter, Facebook, Google+ and other social networks. The advanced mini-cart allows customers to access items in their shopping carts via an overlay that does not navigate away from the page they are on. From there, they can choose to proceed to a streamlined checkout or to return to the page they are browsing. The upgrade also features mobile hot-spot technology that enables the retailer to highlight a greater number of products and provide customers with suggestions on related items they might also like to purchase.
"Our goal with this updated mobile site is to offer our loyal shoppers a deeply engaging and socially integrated experience with our brand," said Jessica Coogan, online marketing director for the Container Store. "Usablenet's technology allowed us to implement features previously found only on the desktop site — such as banners and homepage icons — that we can switch out at a moment's notice to constantly provide customers with new, real-time items and special deals. We are pleased with the site's enhanced navigation functionalities and anticipate strong growth in mobile traffic and conversion as a result."
"The Container Store recognizes the importance of mobile in engaging customers and keeping the brand relevant," said Carin van Vuuren, CMO of Usablenet. "In doing so, they wanted a mobile site which gives customers more control over how they can browse, shop, and share. In short, the Container Store wanted to make the mobile experience as personalized as possible. We're proud to be a partner and to help achieve their business and brand goals on mobile."
The Container Store was founded in 1978. The Dallas-based retailer offers storage and organization products.