Mobile is vital to on line retailers as a mobile optimised store and a fast mobile connection gives pure play retailers like Colour & Paint a chance to be included in an in-store price comparison and purchase decision even if they sell exclsively on line. Google Analytics show that 25% of all traffic to www.colourandpaint.com is from a mobile device.
Net-a-Porter are surely onto a winner with this iPad app as latest stats show that the number of sales conversions from visitors using a desktop device (including laptops) only marginally beat tablets (2.5% vs 2.3%) but that the basket value is significantly greater when shopped from a tablet: $80.00 vs $123.00 respectively.
Mobile phone conversion rates are as low as 0.6% indicating that the tablet format combines the best of both worlds and delivers a very engaging user experience.
The brief: create five films, all based around the same dialogue, but with completely different storylines. The films are shown on-line in a viewer that replicates the format of the TV. The quality of film and sound is superb. The technical achievement of faultless streaming the films without apparent buffering is also to be commended.