Lamps Plus Turns on a New Mobile Strategy (Internet Retailer)

Lamps Plus Inc., a retailer of lighting, home décor and furniture, has responded to increasing e-commerce sales and traffic via mobile devices by launching a mobile-optimized site.

The new site, built by m-commerce technology vendor Branding Brand, offers user reviews, detailed product specifications, videos, wish lists that consumers can save for later and the store’s entire 40,000-item catalog of inventory.

 The mobile site offers all the information on the regular Lamps Plus site, but is designed for mobile navigation and to load quickly on a mobile device, the retailer says.

“We’ve never had a mobile-optimized web site before but we did notice orders coming from mobile devices,” says Angela Hsu, vice president of Internet business and marketing at Lamps Plus, No. 178 in the Internet Retailer Top 500 guide, which operates bricks-and-mortar stores as well as and . “This is a huge opportunity for us since our web site was very hard to shop via web-enabled phones prior to our new mobile site.”  Hsu won’t say exactly how much traffic to the Lamps Plus e-commerce site was coming from mobile devices, except to say that mobile traffic exceeded 10% of all traffic.

Lamps Plus mobile site also features a geolocation tool to connect customers to local store information and help them find what they are looking for in one of the retailer’s more than 40 locations. Additionally, the site has a feature that allows a customer to find a nearby store then enter her name, phone number and e-mail and receive a call back within 10 minutes from a customer service associate who will discuss her lighting needs and options. 

Lamps Plus has also added QR codes to product tags for mobile customers to use in store. When a customer scans the QR code, product dimensions, customer reviews and other information about the item appear on her phone and she has the option to add the product to her wish list.

Since launching the mobile site, Lamps Plus’ mobile traffic to popular product category pages and to store locator information has increased, Hsu says. “What is a bit surprising is that while our average mobile order value has been lower than our traditional average order value, consumers have still seemed willing to buy higher price point items through a mobile device,” she says. “Customers have purchased products that sell for over $500 and even a few over $1,000.” She believes the trend will increase as customers continue to become more comfortable with mobile commerce.

Lamps Plus selected Branding Brand to create its mobile site, Hsu says, in part to get it up more quickly than the retailer could do on its own. Another draw was Branding Brand’s work designing mobile sites for other large e-retailers, including Sephora, GNC and Steve Madden, Hsu says. She adds that Lamps Plus wants to continue to enhance and tweak the site over time and that the retailer has weekly calls with the vendor to discuss how to improve the site.

Branding Brand designed and manages mobile commerce sites for 30 retailers in the Top 500 guide.

(Read original article)

A New TigerDirect Mobile Site Increases Conversions by a Roaring 63% (Internet Retailer)

TigerDirect is logging a 63% increase in mobile conversions since it launched a new mobile site last September.

TigerDirect, which sells computer goods, had an old mobile site, which was built by Velocitude, now a subsidiary of Akamai Technologies, Inc., but it was not generating much mobile sales, says Lonny Paul, vice president of marketing and strategic initiatives at Systemax, Inc., No. 25 in the Internet Retailer Top 500 Guide parent company of TigerDirect, CompUSA and Circuit City. For example, the site only accepted Google Checkout , he says. So he chose a new e-commerce technology vendor, Branding Brand, to revamp the mobile site.

Systemax chose Branding Brand to build the site because the company could take content from the e-commerce site to build the m-commerce site quickly and with no up-front fees, Paul says. “Within six weeks, as promised, we had a fully functional site,” he says.

Shortly after launching, Paul was surprised to receive a phone call from Branding Brand telling him they’d noticed a problem with shopping cart conversions on the mobile site the week before—but they’d already fixed it. “They did it on their own,” he says. “While I was worrying about all those things, they were really on top of it almost as much as I was.”

Branding Brand re-platformed the TigerDirect mobile site so that it ran much faster, with more functions and is better optimized for mobile, says Branding Brand CEO Christopher Mason. The new mobile site now lets consumers pay using PayPal Express Checkout for faster purchasing and features redesigned product images and “add to cart” buttons. Branding Brand also runs usability tests and tests performance daily, tweaking as needed, he says.

Consumers using Android devices account for half of traffic to the mobile site, with iPhone users accounting for 41%. But the retailer says iPhone shoppers convert 74% more often than those using Android devices.

(Read full article)

How Beauty Chain Sephora is Taking Retail Digital (WebProNews)

Cosmetics retailer Sephora is known for the very hands-on, but pressure-free experience it offers to consumers in its physical stores. The company, however, is also making a name for itself in the online world as it ramps up its digital efforts.

Sephora recently rolled out a “digital makeover,” which included a new website, a deep integration with Pinterest, and an iOS program that brings devices into every store. According to Julie Bornstein, the Senior Vice President of Sephora Direct, all these changes emphasize the company’s focus on meeting consumer needs in the digital age.

“When we look at our consumers, we truly believe that digital is the reality – it’s the way the world is going,” she said. “We want to make sure that we’re out there testing things early, so we’re ready for the next changes that come.”

...In another effort to bridge its offline and online shopping experiences, Sephora introduced an in-store iOS initiative. The company has brought in iPod Touch devices to speed up the checkout process for consumers. Furthermore, Sephora is testing the use of iPads in multiple stores to allow consumers to interact with its menu of services, which includes the option of emailing instructions for certain makeup techniques.

“It’s a mix of, I would say, bringing great information to the consumer and also just making the shopping experience a little more seamless,” said Bornstein.

She went on to say that Sephora encourages consumers to use their mobile devices to check reviews and keep track of items they want. The company believes that, if consumers are more informed, they will have a better shopping experience.

(View full story)

Updated IR Top 500 Vendor Rankings Widen Branding Brand's Lead (

Branding Brand has twice as many Internet Retailer Top 500 clients as any other mobile commerce provider.  


Lamps Plus Announces New Mobile Website (Press Release)

Lamps Plus, America's largest decorative lighting store, announced today that it has launched a mobile version of the Lamps Plus website. Accessible from any web-enabled phone or smartphone, the site connects customers, wherever they may be, with the nation’s most trusted name in lamps, lighting fixtures, home décor and furniture. Visit from any web-enabled phone to test drive the site.

The mobile website provides customers with the same information as the regular Lamps Plus site, such as product pages, user generated reviews, and saved wish lists. It also provides geo-location based store information and product availability for those on the go. Customers can also access the site by scanning QR codes printed on store product tags with their web-enabled phone. Other QR codes point to the mobile site from printed advertising and catalog material.

The Lamps Plus development team worked with Pennsylvania-based Branding Brand, a leading mobile commerce platform developer, to provide a Mobile Optimized Experience. Site images were optimized to load quickly and are sized for small screens, while text and navigation buttons were made for use with fingers, not a mouse and keyboard.

Featuring an expedited checkout process, the Lamps Plus mobile website makes it easier than ever to find and buy lamps, home decor and furniture online. Customers can view their wish lists and order history, or browse the entire catalog of more than 40,000 Lamps Plus products. From lighting fixtures to home decor, mobile customers can call-up product images, demonstration videos and even customer reviews to ensure they’re finding exactly what they want, when they need it.

“It’s this all-access concept that makes the mobile website such a valuable tool in home décor,” says Angela Hsu, Vice President of Internet Marketing for Lamps Plus. “Renovations and home re-design projects often take place on the weekend and on the spot, when people aren’t usually sitting in front of a computer. With our new mobile site, users can find chandeliers and lighting fixtures or home furnishings from wherever they happen to be.”

Chris Mason, co-founder and CEO of Branding Brand notes that, "Even though Lamps Plus is a West Coast brand from a brick-and-mortar standpoint, their number-one city for mobile traffic and sales is New York. Retailers need to be where their customers are, and Lamps Plus realizes this. We are proud to connect their consumers across the country in a way that is seamless and convenient."

Lamps Plus also placed an emphasis on linking the mobile customer to their local retail store locations. Using geo-location based information, customers can access nearby store profiles, including contact information, store hours and directions. Elaborated Hsu, “Our local store customers can research designs, find what they like, then check the availability in nearby Lamps Plus store locations. We are also very excited about how they can even schedule an in-store consultation appointment with one of our American Lighting Association-trained store associates.”

The local mobile experience doesn’t stop at the showroom doors either. “Once we have the customer in our stores, we also wanted to use the mobile site to provide them an enhanced shopping experience,” notes Hsu. “By scanning the QR code on a given product’s price tag, they can view the size dimensions without pulling out the measuring tape, read customer reviews, or save it to their wish list for purchase later.” Any third party QR code reading app is required for this functionality.

Hsu summarizes, “We believe the Lamps Plus mobile website revolutionizes the way people utilize technology for their home design projects, by giving them full access to store information, product information and resources—whenever and wherever.”

(View release.)

Branding Brand is an "Ultimate App Developer" (Stylus)

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2012 Retailer Data Reveals New Mobile Commerce Leader (Press Release)

More Internet Retailer Top 500 clients are powered by Branding Brand than any other mobile commerce vendor, according to new data available online at

"We always said we're the fastest-growing mobile commerce platform; now, we're also the largest," said Chris Mason, Branding Brand's co-founder and CEO. "We are proud to have twice as many Top 500 clients as other vendors in the space."

Last year, Branding Brand experienced a 140 percent increase in live-site growth, as well as a 55 percent increase in client count. Year-over-year mobile pageviews increased by over 360 percent, and mobile visits increased by over 385 percent.

In addition to being the largest mobile commerce vendor to the Internet Retailer Top 500, Branding Brand also has the most retailers in the Top 100. Rankings are based on annual web sales of North America's largest e-retailers.


Although Branding Brand has never lost a client, 20 percent of its Internet Retailer Top 500 customers have previously worked with another mobile commerce vendor. "An increasing number of retailers are coming to us with preexisting sites, looking for better conversion and more touchpoints," said Mason.

Within three months of switching to Branding Brand, these clients saw average revenue increases of 125 percent. Within six months, 60 percent signed up for additional services, such as smartphone or tablet commerce apps. The company is also behind many recent retailer efforts to digitize the in-store experience, including Sephora's highly-publicized iPads.

"We've been lucky to receive great recognition from independent research firms, and this new data further reinforces our position as a leader," said Mason. "At the end of the day, retailers vote with their business."


Branding Brand powers mobile commerce sites and apps for the world's leading brands, including American Eagle Outfitters, Anthropologie, Carnival Cruise Lines, The Children's Place, Costco, Crate & Barrel, Dick's Sporting Goods,, Eastern Mountain Sports, GNC, Ralph Lauren, Sephora, Steve Madden, Timberland, Tumi, and West Marine. Based inPittsburgh, PA, it is the largest and fastest-growing mobile commerce platform provider in the industry. It is also a Google Commerce Search Partner and PayPal Channel Partner. For more information, visit