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Usablenet Mobilizes Container Store Online

The Container Store has launched an upgraded mobile web service with support from Usablenet, the mobile and multichannel technology provider. The upgrade provides consumers with a seamless, innovative next-generation mobile shopping experience, Usablenet announced.

Over the past year, mobile site traffic to The Container Store increased 62%, with additional growth anticipated for 2013, the company stated, so Container Store sought to make more features from the desktop site available on mobile. The retailer also wanted to strengthen visual navigation and social integration so it could offer customers a more engaging experience overall, the technology company stated. The mobile site employs U-Control, Usablenet’s content-publishing tool, which allows Container Store to quickly refresh site banners, mobile promotions, and navigational icon links.

Now, on the mobile site, consumers will find navigational icons that link to specific product categories and features. The icons present substantial content in a visually compelling way despite limited space, Usablenet related. The site also allows consumers to share what they are purchasing on social networks, offers a friendly shopping cart and provides banner hot spots that facilitate promotions. In addition, mobile users now can write reviews.

“Our goal with this updated mobile site is to offer our loyal shoppers a deeply engaging and socially integrated experience with our brand,” said Jessica Coogan, online marketing director for The Container Store. “Usablenet’s technology allowed us to implement features previously found only on the desktop site, such as banners and homepage icons, that we can switch out at a moment’s notice to constantly provide customers with new, real-time items and special deals. We are pleased with the site’s enhanced navigation functionalities and anticipate strong growth in mobile traffic and conversion as a result.”

Carin van Vuuren, CMO of Usablenet, said, “The Container Store recognizes the importance of mobile in engaging customers and keeping the brand relevant. In doing so, they wanted a mobile site which gives customers more control over how they can browse, shop, and share. In short, The Container Store wanted to make the mobile experience as personalized as possible. We’re proud to be a partner and to help achieve their business and brand goals on mobile.”