Zales Rolls Out New Mobile Storefront To Create A Seamless Browsing Experience

Jewelry and diamond retailer Zales has rolled out a mobile-optimized storefront to better address the needs of its on-the-go customers. The m-Commerce site, which was developed in a partnership with Usablenet, was designed to provide customers with instant access to inventory, along with mobile payment capabilities. 

“Zales sees the mobile site as a bridge between our stores and our web site that consumers can use while on-the-go,” said Roxane Barry, Director of Investor Relations for Zales . “Irrespective of where they are or their immediate intent, we wanted a mobile experience that allowed our customers to quickly and easily interact with our brands.”

The m-Commerce storefront is fully optimized across all smartphone brands and features a variety of tools to enhance customer engagement and increase mobile purchases. Features include a search engine to sift through Zales’ inventory of more than 1,000 jewelry types and styles, a browsing area, and an account registration area to manage shopping cart items and view purchases. Registered users and guests also gain access to a mobile checkout option.


“With simpler navigation and condensed information, the m-Commerce site is not intended to replace our in-store or online experience, but rather give our customers the opportunity to interact with our brand whenever and wherever they are,” Barry said.

Developed as a reflection of Zales’ e-Commerce platform, the mobile store contributes to the retailer’s initiative to track the success of shoppers’ cross-channel interaction with the brand, according to Barry.  “Zales strives to provide a great cross-channel guest experience every day so we are consistently evaluating each experience — in store, online and mobile — to ensure that we exceed our guests’ expectations.” 

The Usablenet platform is designed to enable retailers to provide shoppers with a media-rich experience by uploading catalog information, rich product images, transactional information, social engagement and extensive analytics across platforms such as mobile web and applications, kiosks and Facebook storefronts. Through the solution, retailers can deliver full web site content and functionality across these channels without in-house IT support.

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