Kathmandu is responding to growing use of its site on mobile devices with its first website optimised for those devices. Online sales make up four percent of sales across the retail group and in its 2013 financial year presentation it said online sales had grown 55 percent year on year.
The mobile site uses adaptive design with responsive elements and was made by Tundra, the Melbourne-based digital agency that made Kathmandu’s brower-based site.
It was partially driven by feedback from Summit Club members and includes easier navigation and bigger icons, says CEO Peter Halkett. “We want to give customers the best platform to shop online. We have a loyal and committed customer base with our one million Summit Club members and we knew that we needed to deliver faster and easier options for them to use.”
He adds that four percent of online sales is “the tip of the iceberg”. The group estimates 20 percent of its online sales will likely come from mobile devices in future, but Halkett wouldn’t say by when.
“We know that there is a big move away from desktops towards the use of smartphones and mobile devices for shopping and pre-shopping, and if we can make it easier to search and to shop that is likely to deliver increased sales,” he says
Halkett wouldn’t give details on the company’s plan for apps. It also wants to introduce international shipping and Click and Collect to the mobile site. Using Click and Collect, customers opt to have items delivered to a store rather than their address.