Case Study: Mobile-Optimized Websites Drive Sales for Bluestem Brands
When creating its mobile sites, Bluestem Brands didn't have to change any of the content or back-end functionality (e.g., search and checkout) that was present on Fingerhut's or Gettington's desktop sites. The mobile sites were created in weeks using Moovweb's platform, which virtualizes front-end development without touching any back-end code. This "perfect proxy" approach transformed Bluestem's desktop sites in real time, enabling 100 percent of the desktop web assets to be used on the mobile sites without the extra cost and time needed to rewrite the sites for mobile devices.
Robust Functionality a Requirement
Bluestem Brands is a hybrid retail and financial services company — it offers proprietary credit to consumers, and a large percentage of its customers are using that credit on its websites. As a result, the company was looking for a mobile platform that offered not only robust functionality in terms of the shopping experience, but also the security around account management and the credit aspects of it.
"A lot of people in the retail industry talk about stripping back your mobile experience to the bare minimum kinds of things — get people through checkout as quickly as possible, make your navigation very simple — all the basic, tertiary aspects of your website," says Brandon Anderson, manager of platform and projects at Bluestem Brands. "To some degree that takes down the customer experience. We kind of took the opposite approach, which is to say let's have our m-commerce sites inherit as many features that make sense for our customers and will help them make the right buying and credit decisions."
As for what's on the horizon, Bluestem Brands is discussing the possibility of mobile apps as well as optimizing its websites for tablet shoppers, a growing segment of its customer base.