Home shopping retailer JML has become the latest to cash in on the surge in mobile browsing and purchasing with the launch of a mobile website.

The site enables customers to access the full product range via their smartphones. The mobile site offers the same functionality as the main website, including multiple payment options and special offers.

Where the mobile site differs from ordinary mobile-optimised sites is the inclusion of product demonstration videos.

Video used in this way can be an engaging tool. In traditional JML style they are demonstration videos that show the problem that the product solves and how the customer can use the items. Videos require more attention from customers, show the products in a different context and encourage users to stay on the site.

With network connections improving rapidly, and as the adoption of 4G continues to grow, retailers should look at their current mobile site and consider how they can advance and enhance their content.