Consumers on the Move: The Need for a Mobile Strategy

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We’ve heard the warnings: Ignore the mobile space at your own peril. Simply put, any company that isn’t moving toward putting a mobile strategy in place has their head in the proverbial sand. And here at Edible Arrangements, we’ve never been accused of that.

An interesting article posted this morning on TheAtlantic.com (“Why Mobile Will Dominate the Future of Media and Advertising”) points out what a lot of us have been thinking: We’re about to enter a world in which tablets and smartphones will outnumber PCs. This is the moment to embrace this swiftly growing medium.

“We are actually beginning to enter the golden age of mobile,” writes Atlantic columnist Richard Ting. “How we experience life, relationships, entertainment, education, exercise and work has been completely transformed because of mobile.”

With consumers currently spending 10 percent of their media attention on their mobile devices, and experts predicting that tablet sales will exceed PC sales within the next 2-3 years, it’s hard to dispute what he, and many others, has been saying. Global internet usage is poised to double by the middle of the decade, led by mobile usage.

This an exciting time, and Edible Arrangements is capturing that excitement this month with the official launch of our mobile optimized website. Starting June 14, anyone navigating to EdibleArrangements.com from their mobile device will be directed to the mobile version of the site. It’s a bold new step for us, and one that we promised our franchisees last year at our annual convention.

From now on, mobile users will have a whole new way to interact with us, browsing for items and purchasing products with ease. With one in five (and rising fast) of our customers using their mobile phones to access our website to place their order, it was the logical thing to do.

We expect it to be a great way to drive sales over the summer (and take advantage of our Sweet Savings Celebration promotions all summer long), and we also plan on continuing to streamline the site leading into the holiday season at the end of the year. In the meantime, try the mobile site in just one week’s time and let us know what you think.

The world is changing at a very rapid pace, and businesses must work harder than ever to keep up. In the end, the returns are worth it. At Edible Arrangements, we’re committed to WOWing our customers—as well as our franchisees—it’s something we simply must do, and take pride in doing. I’m excited to be a part of it, and once you see our new site, I think you will be too.

Edible Arrangements Mobile Consumer Website