Majestic Wine has seen an uptick in mobile traffic after it launched a commerce-enabled site that lets consumers research wine, as well as order it via their smartphone devices.

The company partnered with Usablenet on the mobile initiative. The HTML5 mobile site makes it easier for consumers to search the full inventory of wines, champagne, beers, spirits and soft drinks.

“We’ve seen more and more users coming to our site via mobile devices over the last year,” said Graham Everitt, ecommerce analyst at Majestic Wine.

That’s the spirit
In addition to the 15 percent increase in mobile traffic, Majestic Wine also saw visits to its “Find a Store” pages increase by 60 percent.

The mobile site features expandable menus, image galleries and incorporates geolocation.

Additionally, consumers can share their favorite products with friends and family using social sharing options such as Facebook and Twitter.

In addition to browsing the company’s entire inventory via the mobile site, consumers can also write personal reviews, as well as read customer and staff reviews.

Consumers can also order cases, mixed cases, gifts, beers, spirits and accessories with delivery and mail order options pending customer location.

The mobile site also features product information that lets consumers narrow down their choice.

Majestic Wine customers can also browse special offers by Top 10, regions or special features.

The store locator feature helps them find the nearest store to browse products in-person.

Smart move
A mobile site is a smart move for Majestic Wine.

Consumers are increasingly using their mobile device to make purchases. Therefore, marketers should make sure that they can provide optimized content to on-the-go consumers.

“We pride ourselves on providing the best customer service in the wine retail space and we saw this as the natural next step for supporting our increasingly mobile customers,” Mr. Everitt said.