Boots UK has officially launched its mobile-optimised website. The transactional site, created by Usablenet, went live last month, and according to the retailer, attracted almost 300,000 unique visitors in the first few weeks.

The site is described as a “streamlined” version of Boots.com that is optimised for all web-enabled mobile phones. It can be accessed at m.boots.com or by visiting www.boots.com from any web-enabled mobile device. A redirect is in place to take mobile users to the mobile version of the site.

The site allows customers to browse the full range of Boots’ products, take advantage of all promotions, and earn Advantage Card loyalty points. It also offers access to product ratings and reviews; a store locator; Advantage Card points checker and a site-wide search facility, with the ability to filter results by product, brand or service.

“Our new service is designed to allow everyone to benefit from customer ratings and reviews, easy payments, access to Boots Advantage Card points, our store locator and home delivery services, wherever they are,” says Ruth Spencer, Boots UK’s director of insight, loyalty and multichannel.