Clothing company Brooks Brothers launched a mobile-optimized e-commerce website on April 7 that it developed with mobile commerce provider Digby. The site is part of a larger mobile strategy that the company is rolling out.
The mobile website features “virtually all of the products” offered on Brooks Brothers’ e-commerce site, and it is optimized to streamline the purchasing process, said Jan Cantler, director of CRM at Brooks Brothers.
Asked about the timing of the launch, she said that “we’ve been noticing that more and more traffic has been coming from mobile devices, and we wanted to optimize the experience.”
Brooks Brothers has a “highly affluent consumer base,” said Cantler, “so we presume that we have a high penetration of mobile users within our base.”
She added that the company is developing a larger mobile strategy to engage consumers across various platforms, including mobile apps, but she did not specify when the retailer will launch mobile applications.