Maplin goes mobile

Technology retailer Maplin has extended its cross-channel retailing to include a mobile site that localises stock searches to the nearest shop.

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Using go-targeting functionality found in most smartphones, customers looking for particular items will be shown if their nearest outlet has it in stock, allowing mobile searching for availability of any item.

The move into mobile followed insights from web analytics on the existing e-commerce site.

“Reviewing our Google analytics account confirmed that our customers wanted a mobile site, and following the introduction of the Beta mobile we jumped to 50,000 page visits instantly,” says marketing director David O’Reilly.

“We recognise how important it is to provide the Maplin site in a convenient format to match the busy lifestyles of our customers and we are keen to stay ahead of our retail competition,” he adds.

The retailer carries 15,000 product items and is consistently ranked in the top 10 shopping and classified electronics category in the UK, according to Hitwise.

Following qualitative customer research and feedback, customers can also now track existing orders from the site’s home page.

Payment facilities, including PayPal, have also been included in the mobile site, while money-off vouchers can also be accessed online.

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