By Aimee Chanthadavong

Outdoor clothing and equipment retailer Kathmandu has launched a new mobile website as a step to improve convenience and shopability for its growing mobile customer base.

The mobile site has been designed to reduce the amount of tapping, clicking and scrolling, which makes navigating and searching for information more convenient.

Chief executive Peter Halkett said the sites reflected Kathmandu’s continuing investment in its online business and its commitment to an omni-channel strategy.

“We want to give customers the best platform to shop online. We have a loyal and committed customer base with our one million Summit Club members, and we knew that we needed to deliver faster and easier options for them to use,” he said.

According Halkett, 4 per cent of the company’s total sales are currently generated online.

“We think that is only the tip of the iceberg,” he said.

“We know that there is a big move away from desktops towards the use of smartphones and mobile devices for shopping and preshopping, and if we can make it easier to search and to shop that is likely to deliver increased sales.”

Kathmandu estimates 20 per cent of its online sales are likely to come from mobile devices including smartphones and iPads.

Following the launch of the new mobile site, Kathmandu said it plans to launch new initiatives such as international shipping and services like click & collect.