Case Study: Mobile-Optimized Websites Drive Sales for Bluestem Brands

It wasn't that Bluestem Brands didn't have a mobile presence for its two primary retail brands — Fingerhut and Gettington — in the early part of 2012, it's just that it wasn't optimized for viewing/shopping on the smaller screens of smartphones and tablets. Consumers using these mobile devices were presented with the same site they got if they were on a PC looking at Fingerhut.com or Gettington.com. Even with this poor user experience, the brands were seeing between 10 percent and 15 percent of their overall traffic coming from mobile devices. Clearly there was an opportunity at hand.