Mobile websites are nothing new, but today’s marketers are revamping outdated sites to connect to a new customer – a social, on-the-go customer. FedEx, for example, had a mobile site in place for nearly a decade before it released a new, “optimized” version in late September, along with a new mobile app. For this Digital Insider, we examine how FedEx addressed this challenge.
“We’ve had a mobile site in place for eight or nine years but largely kept it in containment until the market was ready for mobile transactions,” Charlie Ciaramitaro, director of marketing for FedEx Services and the leader of Fedex.com and the company’s mobile teams, told Direct Marketing News.
Although mobile sites typically generate a fraction of the traffic that a traditional website does, Ciaramitaro said the growth “has been steady in a year-over-year standpoint,” and FedEx realized it a more robust mobile site was necessary for the global shipping company.
“From an analytics standpoint, the growth was getting to be substantial and then you combine that with some of the industry research pointing to mobile growth [and] we needed to really double down on what will likely be the dominant channel,” he said.
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