In 2011, Johanna Murphy, then vice president of e-commerce at apparel and accessories chain Kate Spade, realized she needed a new mobile commerce platform provider. The vendor she was using, a prominent one she prefers to leave unnamed, was quickly becoming too difficult and too expensive to work with. Any change she wanted to make was essentially a custom project, she says, and that was aggravated by the fact that the mobile firm’s developers are overseas.
“Everything took twice as long and cost twice as much as it should have, and I could not keep running the business that way,” Murphy says. “When I asked that mobile company for an estimate to launch Bazaarvoice ratings and reviews on the mobile site, the mobile firm came back with a price tag higher than the one for launching the ratings and reviews on the desktop site.”
Before her time at Kate Spade, Murphy used to work for e-commerce platform provider GSI Commerce. She remembered that a number of GSI clients used m-commerce technology provider Branding Brand. While researching various m-commerce firms, she called those GSI merchants and asked their opinions of Branding Brand and heard high praise for the site and app builder, with web retailing executives reporting speedy service at a reasonable price.