By Matt Mayes, Senior Solution Strategist

During the session, the panel, made up of executives from Tommy Hilfiger, True Religion, Cuker and Indochino, focused on several mobile strategies, including responsive design, mobile site and native applications. The panel discussed how creative agencies and retailers have worked to improve tablet and mobile websites using responsive design.

The key takeaways from this session include:

  • Undertaking responsive design implementation comes down to specific business needs. Retailers and brands need to focus on the long- and short-term goals, while balancing features necessary for mobile and desktop applications. They should also conduct a risk/benefit analysis to determine what mobile solution, responsive, mobile site or native application, works best.
  • Any mobile approach a client undertakes isn’t as simple as changing image sizes. Organizations need to have the right resources dedicated to this because the user’s online experience on mobile and tablet devices is dramatically different from the experience on a desktop. Nuances, such as swiping graphics, double clicking to drive sub-navigation or displaying modal information inline on the page, make a huge difference when consumers are browsing a site.
  • Consider design principles and processes when implementing mobile using responsive design. The lay-out structure is completely different for tablets and mobile. Retailers and brands need to understand how users browse on mobile devices. Users typically navigate with one hand, usually starting from the bottom of the device so they take a downward-up approach vs. top-down approach, which is standard ecommerce practice.
  • The overarching concept of responsive design is to create a singular platform and code base that, over the long term, requires less maintenance and fewer costs. And if a retailer is looking to build an omni-channel approach, they can leverage the same storefront application to manage all this on a single platform.

Clearly mobile commerce has been successful for many retailers and brands and has high revenue potential. According to eMarketer, m-commerce sales are expected to exceed $100B by 2017.1 This session focused on how retailers and brands should review their needs and how to build a mobile and responsive strategy into their commerce plans.


1According to Forbes’ article, “Ecommerce Is Growing Nicely While Mcommerce Is On A Tear,” October 2, 2013, covering the latest eMarketer forecast of US retail ecommerce holiday and mcommerce sales: