GE has introduced a new Spanish-language mobile site that allows consumers to browse for appliance information on Internet-capable cell phones. The English-language version of the mobile site launched in November 2010.
“The new mobile site will include everything that is on the English mobile site, just translated to Spanish,” said Irene Newsom, program manager for GEAppliances.com. “Shoppers will be able to browse products, rebates and promotions, and product specifications, as well as locate stores in their area.”
To determine what information to display on the mobile sites, GE conducted an online poll to create the first draft and then tested its usability before launching. Usage of both cell phones and smartphones has been increasing more rapidly among the Hispanic population than among the total population, according to analysis by Scarborough Research. While cell phone use among adults in the general population has increased 18 percent since 2005, usage among Hispanic adults has gone up 26 percent.
In addition to the mobile sites, GE offers an English-language iPhone app for browsing appliance information. “GE’s goal is to provide our consumers with the information they want, in a format that works for them. The mobile sites are easy to read and easy to use, in order to help people research products or make those last-minute buying decisions in the store,” said Newsom. Over the past year, GE has seen a rapid increase in traffic to the Spanish-language version of its regular consumer website.
To use the Spanish-language mobile site, go to es.m.geappliances.com.
