Stein Mart’s mobile responsive site goes live

August 26, 2016 01:30 PM

With traffic from mobile devices to its site growing, discount fashion and housewares retail chain Stein Mart Inc. has relaunched its website looking to better serve mobile shoppers.

Stein Mart, No. 586 in the Internet Retailer 2016 Second 500 Guide, launched the new site at the end of June, however the retailer began promoting it in mid-August. The mobile-responsive site was built using e-commerce platform provider Kibo Software Inc. and took about six months from design to launch, the retailer says. Responsive design uses one code base and adapts the look of a retail website to the device the consumer is using.

Data from web analytics company SimilarWeb shows that 53.49% of Stein Mart’s traffic over the past year has come from mobile devices.

“We conducted customer usability studies on our previous site and applied what we learned to our new platform,” says Sara Meza, director of e-commerce at Stein Mart. “Our focus was to make the site easier for the customer to navigate and search the merchandise categories we sell [including apparel, accessories, shoes, and home]. Most of the enhancements we made were based on that.”

Stein Mart also reduced the number of clicks it takes for a shopper to check out.

“I think it was a three-step or four-step checkout, and they’ve got it down to one page, which dramatically improves conversion rates, making it easier for customers to buy,” says Ed Stevens, Kibo chief operating officer. Kibo debuted earlier this year, combining the assets of vendors MarketLive Inc., Shopatron and Fiverun.

E-commerce remains a small but growing part of Stein Mart’s business.

Chief financial officer Greg Kleffner told analysts on the retailer’s fiscal Q2 2016 earnings call last week that online sales accounted for 1.8% of Stein Mart’s sales during the quarter, or $5.8 million, up 20.8% from $4.8 million last year. It began selling online in 2013.

“Growing our e-commerce business is a major sales opportunity for Stein Mart,” CEO Dawn Robertson told analysts on the call, according to a transcript from Seeking Alpha. Robertson took over as CEO in March. “It drives brand awareness, traffic to our stores, plus [it’s] an introduction for new customers.”




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