Tesco has launched a mobile-optimised version of its Direct web site after observing an increase in smartphone visits to its site of 300 per cent over the past year.
The site, which sells non-food and household goods, is the first of Tesco’s sites to get the mobile treatment and it will allow mobile users to compare products and prices, as well as shop, book a delivery slot and pay on the mobile site accessed via www.tesco.com/direct.
Tesco’s in-house development team worked with specialist Usablenet to create the mobile site from the existing web version. The new site will run on Usablenet’s platform, which customises each page view according to the type of smartphone used.
Tesco is planning further mobile launches as it seeks to transform itself into a multi-channel retailer. It is part of a wider smartphone strategy – earlier this year Tesco launched several grocery and Clubcard apps designed for a variety of handsets.
Ian Crook, chief marketing officer at Tesco.com, said mobile technology is “playing an increasingly important role in the retail industry”.
High street giant Marks & Spencer’s mobile-optimised web site has generated more than 13,000 orders since it launched in May 2010. In October, department store John Lewis launched its own mobile site – like Tesco, it worked in partnership with Usablenet.