Increasingly, shoppers demand feature-rich, mobile-optimized experiences that recreate the B&M experience—whole-store browsing with comparison, sharing, purchase, and profile management. Talbots selected Acquity Group as its mCommerce partner for the new talbots.com, a partnership encompassing ethnography, primary and secondary research, design, and development. We also served as technology advisors, to ensure that a new platform would seamlessly deliver contextual branded content and maximize conversions. The mobile site’s successful launch makes it easy for customers—and potential customers—who aren’t near one of Talbots’ 580 stores to buy one of the company’s iconic white shirts via smartphone or iPad.