Online bathroom retailer, Victoria Plumb, has launched a new adaptive version of its website that is tailored towards mobile users. Following its extensive TV campaign, the retailer wants to offer customers the ability to browse and even buy on the go.
Aimed at the trade industry as well as consumers out for a browse, offering a mobile showroom and the opportunity to view and compare products on a mobile phone screen while working on a construction site is a real advantage. A survey carried out by Victoria Plumb found that 74% of its trade account holders said the new mobile site would help them and their business.

Using the same web address as the desktop site, the retailer has gone for an overall adaptive design approach, rather than producing a separate mobile site or cut down, simpler version of the original. Shoppers using a variety of smartphones will be able to experience a precisely tailored site that provides the best possible layout and performance.

For example, product categories are presented in a more visually-pleasing way compared to many mobile-optimised sites and the checkout process has been kept simple, with only a few steps between product selection and sale confirmation.

Victoria Plumb's Marketing Manager, Sam Jenkinson, said: "The new mobile experience is part of a joined-up approach to driving sales. All our visitors can enjoy quick and simple purchasing whether on desktop, tablet or smartphone. We know that online shopping is carried out across several devices, especially in a market where the purchase decision takes weeks, if not months."