Case Study: Steve Madden Invests In Mobile Fundamentals

June 22nd, 2010

With contributors:

Patti Freeman Evans , Julie Ask , Brendan McGowan

Summary

Steve Madden is a designer and manufacturer of contemporary women's, men's, and children's shoes and accessories; its products are available through both Steve Madden-branded stores, the company's Web site, and other retail partners, such as department and specialty stores. Because it has a young and technology-savvy core customer base, the company decided that a focused investment in the mobile channel was important to the business overall. The first step was to ensure that the content available to shoppers and browsers on its desktop site rendered easily on the smartphone devices that its customers used most frequently to access the Web. For a low-six-figure investment and with extensive support from key stakeholders, Steve Madden has created a mobile presence that, upon launch, has driven significantly more sales through mobile than it did via its previous mobile Web experience.

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