Department store retailer House of Fraser has rolled out its first mobile commerce website, allowing customers to buy items listed online at houseoffraser.co.uk.
Those who visit the House of Fraser website from their mobile handets will be automatically directed to the m-commerce platform, which has been designed in collaboration with mobile agency Usablenet.
Customers can browse products by department or use the built-in search tool to find items they want, with around 850 brands to choose from.
More are likely to follow in the months ahead, as phone manufacturers improve their technology and capabilities.
Research company GfK Retail and Technology published research last month, using its Network Intelligence Solution, which showed that smartphone users visit an average of 24 different websites each day using their handsets.
Retailers may also be interested to know that 4:30pm was recorded as the busiest time for mobile internet usage in the UK.
Robin Terrell, Executive Director of Multichannel/International, said: “The development of a mobile version of the House of Fraser website is an important milestone for us.
“This is part of our multichannel proposition, to ensure that we enable our customers to shop with House of Fraser when and how it suits them.
“Even before the launch of a mobile-optimised site, House of Fraser has seen huge growth in browsing and shopping on mobile devices this year - over the past six months we’ve seen mobile sales grow by 660 per cent.”