John Lewis is launching a mobile-optimised version of its website from next Monday that will allow shoppers to buy from the full johnlewis.com assortment as well as locate their local shop.

John Lewis to launch mobile commerce strategy

John Lewis is launching a mobile-optimised version of its website from next Monday that will allow shoppers to buy from the full johnlewis.com assortment as well as locate their local shop.

John Lewis to launch mobile commerce strategy

Customers can access the new site from their mobile by typing m.johnlewis.com into their browser. Alternatively they can type www.johnlewis.com and it will automatically redirect to the optimised version for the site.

John Lewis says it is launching the mobile site – which can be easily accessed from any internet-enabled mobile phone – to understand customers’ needs before considering the further development of mobile applications.

The mobile site does, however, act as an enabler for a mobile application and John Lewis is looking at app development once the site itself has been successfully launched. It is investigating an app which will be focused more on the experience and personal relationship that customers have with the retailer. Early 2011 has been earmarked for a potential launch.

“Our customers’ appetite for mobile commerce has grown enormously and our focus has been on developing a site with a seamless experience,” said Jonathon Brown, head of online selling at John Lewis. “Mobile is a vital part of our vision to become the leading multi-channel retailer in the UK.”

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