Whole Foods Launches New Mobile Site - Update
Specialty grocery retailer Whole Foods Market is expanding the mobile program it launched with an
iPhone application in June 2009. Whole Foods now offers a version of its
e-commerce site optimized for
web-enabled mobile devices.
Whole Foods’ new mobile-enabled site does not offer full e-commerce functionality, but provides access to its selection of more than 2,000 recipes, as well as store information including hours, driving directions, store specials and a calendar of events for their local store. In addition, customers can use their handheld devices to create shopping lists and save their favorite recipes, as well as find local stores by ZIP code.
The new site extends the functionality Whole Foods had been offering to iPhone and iPod Touch users with its free app. Built with the new iPhone OS 3.0 software, the app also allows users to search recipes by ingredient, special diets, and other elements like “budget” and “family friendly,” and then save recipes as personal favorites and email them from within the application itself. In addition, the application includes an “on hand” feature where customers can enter ingredients and get back meal recommendations.
Last month, toy retailer Toys R Us mobile-enabled its
e-commerce site to allow actual
transactional capability via mobile device, as well as a store locator and other informational features. In addition, direct interactive retailers
QVC and
HSN both recently launched iPhone/iPod Touch applications that allow direct purchase of goods.
However, many retailers are relying on applications for iPhones and other smartphone devices to provide mobile services to customers which fall short of actual m-commerce. For example, in May 2009, fast food retailer Burger King launched
an iPhone application. As reported by QSR Magazine, the application allows customers to automatically place orders.
Using a platform developed by restaurant mobile technology provider
GoMobo, Burger King is also allowing customers to automatically log in to locate nearby stores via GPS, as well as receive targeted incentives based on their mobile ordering history.
