Best Buy moves into mobile commerce

Best Buy UK has made its first move into mobile commerce with the launch of a mobile optimised transactional site to drive sales from handheld devices.

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Best Buy claims it is the first specialist electricals retailer to do so, and will be hoping that the platform helps it gain share in the competitive consumer electricals market.

The electricals chain expects more than 10% of its online orders to come from mobile devices within the next two years.

The m-commerce site is compatible with Apple devices and the Android platform as well as the majority of Blackberry and Windows phones.

It offers the same features as Best Buy’s online store including access to the full range with full product descriptions and a product comparison feature. The same online promotions and offers are available via the mobile site as is the ability to order online and arrange delivery or collection from any UK store.

Users can also access independent product reviews and more than 400 editorial articles designed to advise shoppers on buying the right product.

Matt Kelleher, multichannel director for Best Buy UK says: “We know that our customers are already accessing our website from their mobiles and with predictions that smartphones will overtake PCs as the most common web-access devices worldwide by 2013 , it is vital that this next step in our multi-channel strategy supports our customers in the way they want to shop from us.”

He adds that Best Buy has opted for an m-commerce site over a smartphone app because it offers customers “much more flexibility”.

Best Buy will promote the launch via social media channels such as Facebook and Twitter as well as through online advertising and offline communications that include QR codes that take customers directly to the m-commerce site.

The European electricals group, which is part of a joint venture between US parent company Best Buy and Carphone Warehouse, posted a loss of £62.6m in the year to 31 March this year, more than triple the loss it posted in 2010.

Dixons and Comet also reported disappointing results earlier this year as consumers continue to reign in big ticket purchases, while HMV is looking to move into the space by increasing its range of technology products.

Separately, Best buy has partenred with Everton Football Club to become the official technology partner of the team – its first venture into the British sporting arena.

The partnerhsip with “the Blues” complements its in-store advice teams “the Blue Shirts”. At every home game, one Everton fan will win a £500 Best Buy gift card.

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