The document discusses different approaches mobile websites and apps take for shopping experiences. It analyzes sites like Babies 'R Us, 1-800flowers.com, ASOS, Safeway, and Bed Bath & Beyond. Babies 'R Us and ASOS take user-friendly approaches with touch menus and easy browsing without clutter. QVC and Bed Bath & Beyond have more cluttered pages and require deep drilling down to view products. Safeway uses a hybrid model combining HTML5 and native features. In conclusion, the document notes the rising adoption of mobile and opportunity to customize mobile experiences for each brand.

1. Landscape: Mobile Web Applications
Babies ‘R Us:
• Touch-enabled menu
options
• User-friendly menu
drill-downs
• Simple product browsing
- not crowded
1–800flowers.com
• Little touch-enabled
functions (feels like a
native app)
• drag-to-view menus
• very long menu drill-
downs
• page views that do not
require refreshing

2. Landscape: Mobile Optimized Websites
ASOS:
• User-friendly menu options
& drill-down functionality
• Easy check-out
• Product browsing is not
crowded
QVC:
• Not optimized for mobile
(obviously)
• Result: Cluttered pages

3. Landscape: Hybrid Mobile
Safeway:
• Uses HTML5 web
view for customer
registration
• Combines with
native features for
product browsing
Bed, Bath & Beyond:
• Menu drill-down
• Users must drill down very
deep to view products –
causes high abandonment
• Not aesthetically pleasing

4. The Opportunity

5. The Opportunity
Adoption rate of mobile devices & mobile device usage is astounding...
The competition isn’t there just yet...
The ability to market to your current customers around town and in-store...
Every user journey is different and your mobile experience should be
custom – just like your brand, your store.