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A wise man once told me, "there are really just two mobile use cases, time savers and time killers." It's an interesting (and pretty accurate) way to look at the mobile experience. You have those people who know what they want and simply want the mobile site to help them effortlessly find it. And then you have those mobile visitors who have some time to spare and want to see something interesting - typically visually and inspiring. It's those two mobile shopping use cases that I walked through when creating this demo of BloomReach Mobile on the Deb Shops and Neiman Marcus mobile sites. So that's how our approach impacts the user experience. If you'd like to know how it impacts the business, check out the Deb Shops and Neiman Marcus case studies.