David's Bridal Gets Mobile Makeover as Traffic Surges

Expects on-the-go shopping to exceed desktop activity

With 50 percent of consumers using banks' mobile websites, per an Interactive Advertising Bureau report yesterday, one can imagine the opportunities retailers in more product-y niches are seeing with on-the-go consumers. And that's why David's Bridal gave its mobile website a major makeover, as brides-to-be increasingly choose smartphones over desktops as research tools.

"A lot of dress shopping is happening on mobile," Kristen Celko, vp of ecommerce for the Conshohocken, Pa.-based firm, told Adweek. "By next year, it will be at least half of our digital traffic."

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