John Lewis is set to launch a mobile-optimised version of its website on Monday.
The strategy will allow the department store’s shoppers to buy from the full offer on johnlewis.com via their mobile phone.
John Lewis said that it had launched the transactional mobile site to research customers’ needs before they consider further mobile apps post the launch of the site.
The department store said that it was looking to develop an app in early 2011 which would focus on the experience and personal relationship John Lewis has with its customers.
Jonathon Brown, head of online selling at John Lewis said: “Our customers’ appetite for mobile commerce has grown enormously and our focus has been on developing a site with a seamless experience. Mobile is a vital part of our vision to become the leading multi-channel retailer in the UK, so watch this space for future developments.”
The mobile site was developed in house and in partnership with third party Usablenet.
Other retailers such as Marks & Spencer already have mobile-optimised versions of their sites.