Consumers who attempt to access L.L. Bean’s e-commerce site from a smartphone’s Web browser will be automatically redirected to the mobile website.
“We think of the site as an extension of our customer service options,” said Laurie Brooks, senior PR representative at L.L. Bean. “It made sense for us to be engaged in that channel.”
Functionality on the m-commerce site includes product searches, product browses, purchases and access to product ratings and reviews. Other features include site search, store finder, L.L. Bean Visa card coupon lookup, click-to-call customer service and email newsletter registration.
Brooks said L.L. Bean has worked on the m-commerce site for more than a year, and the company is exploring whether to develop a mobile app, as well.
L.L. Bean and Usablenet will launch an m-commerce site for the retailer’s heritage brand L.L. Bean Signature in the coming weeks, said Brooks.
In March, L.L. Bean introduced free shipping on all US and Canadian orders.