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M&S and MIG scoop top prize in inaugural EMMA awards

M&S and MIG scoop top prize in inaugural EMMA awards

Integrated mobile and digital communications business, Mobile Interactive Group (MIG) today announced that it has secured an EMMA industry award for ‘most effective mobile site’ for the user experience and design of Marks & Spencer’s m-commerce mobile website.

Over 200 mobile industry executives representing brands, agencies and mobile operators attended the awards ceremony at Vinopolis in London which recognised companies for their great work in the mobile sector across all aspects of mobile marketing, advertising and m-commerce.

Marks and Spencer’s fully optimised and transactional site launched on 12th May 2010 and includes simple search and navigation giving consumers access to the full inventory of M&S goods (Women’s, Men’s, Kid’s Clothing, Home and Furniture, Technology and more).

In the first three months from launch, the site has delivered some impressive results, outstripping initial KPI’s:

• 1.2m unique visitors since launch with over 10m page views

• £3280 is the single largest value order (for two sofas) Earlier this week, MIG also released its Christmas Sock Report, analysing details of the UK’s top 57 fashion retailers* and benchmarking them against their mCommerce capabilities.

In particular the report tested the retailers against the question: how easy is it to find and purchase the most popular Christmas present – a pair of socks?

The report concluded that only 16 retailers had a mobile application with only nine of these being capable of processing a transaction.

In addition, only four retailers had an optimised transactional mobile site. In total only 23 percent of all retailers in the fashion sector allowed users to find and purchase a pair of socks via mobile.

Ben Cusack, Group Marketing Director, Mobile Interactive Group said: “mCommerce is really hotting up as a growth area for the mobile industry. With analysts now agreeing that mobile will outstrip fixed line internet access in the next few years it is really important for retailers to catch this wave now, build mobile revenues and give customers more choice in to how and where they transact and interact with their favourite shops.

“We are extremely proud to have received the EMMA for the work we have done with Marks and Spencer, not least because together we’ve demonstrated leadership in how effective mobile is as a retail channel.”

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