Boots launches mobile site to expand multichannel offering

Retailer Boots has launched a mobile version of its website to expand its multichannel portfolio.

The Boots mobile site uses a mobile platform provided by Usablenet and is a streamlined version of the retailer's website, which can be accessed from any web-enabled mobile device. The site has achieved 300,000 unique visitors since it launched in August.

Marc Sbardella, senior digital marketing manager at Boots, said mobile is an increasingly important channel for the retailer.

"We were aware of our customers' need for a mobile-optimised channel from Boots and we wanted to make it as easy as possible for our customers to browse and shop our ranges regardless of where they are. It is important for us to deliver a mobile experience that allows our customers to quickly and easily interact with our brand," he said.

Sbardella added that customers are using the mobile site to search store locations, browse products and make purchases by credit and debit card or Paypal.

The mobile site took around 10 weeks to implement and does not require back-end integration.

"Usablenet's technology platform detects the user down to the exact device they're using, live proxies a content source (in this case the original Boots website), and dynamically outputs a page that ensures a successful mobile experience based on the capabilities of the user's mobile phone," said Jason Taylor, vice-president of platform strategy at Usablenet.

Other companies using Usablenet include Sainsbury's, online fashion retailer Asos, Fedex Mobile, and Marks & Spencer.