Sports nutrition and supplement retailer Predator Nutrition has launched an mCommerce site aiming to improve the experience of customers using smartphones and tablets to access its site, and increase mobile conversion rates.
The site, built in conjunction with mCommerce solution provider MoPowered, aims to bring mobile sales, currently representing 18 per cent of total sales, into line with online traffic, 33 per cent of which arrives from mobile devices. Currently, the company's mobile site, which replicates its desktop version, sees high bounce rates and low conversion.
Aware that consumers are increasingly expecting a seamless mobile experience that offers the full functionality of any other channel, the company selected MoPowered to handle its mobile relaunch.
"The reality is that more customers come to a retail business through mobile than any other channel," said Jim Rudall, sales director at MoPowered. "Mobile is the primary touch point and a bad mobile experience can cause long term damage to brand perception.
"The mobile shopping experience must reflect the fundamental differences with the desktop customer journey through every aspect of the navigation right through to a simplified checkout process. And the only way to achieve this cost-effectively is through embracing an mCommerce strategy."
"Unlike other suppliers, MoPowered has been happy to work very collaboratively and flexibly with us," said Reggie Johal, founder of Predator Nutrition. "We are expecting a projected increase in conversion of 50 per cent and it is in both MoPowered's and our best interests for the mobile site to achieve this."