GNC's mobile search story (Google Commerce Search)
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Uploaded by GoogleBusiness on Sep 21, 2011
When Jeff Hennion stepped into his role as Chief Marketing Officer of General Nutrition Centers (GNC) last year, he noticed something peculiar: 10-15% of all e-commerce traffic was coming through GNC's mobile site even though GNC didn't have a mobile-specific website. Jeff immediately realized that he needed to create a customized mobile experience, so he recruited the best mobile site developer to build the website and deployed Google Commerce Search to power the product search functionality. Now, an even greater percentage of total e-commerce traffic is originating from mobile devices with 2x as many visitors using search, and mobile search conversions are up 50%!
Try the site out for yourself at m.gnc.com on your mobile phone, and visit http://goo.gl/FIEjf for more details.
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