Polo Ralph Lauren Corp.'s decision to introduce a Web site for mobile shoppers may easily be the catalyst for a retail industry that is stumped for ideas on generating more sales in a weak economy.

As reported by associate editor Giselle Abramovich last week, the luxury retailer has launched a mobile commerce site that uses 2D bar codes to link print ads to select Ralph Lauren merchandise (see story).

Visitors to the mobile site at m.ralphlauren.com will see a simplified version of the computer Web site at http://www.ralphlauren.com. But there is no mistaking the brand heritage: the same colorful, classic and inviting preppy imagery that defines Ralph Lauren across channels.

Ralph Lauren is a master of evoking emotions in its shopping experiences across print, video, online and in-store. It is indeed a shot in the arm for mobile that the retailer didn't think it necessary to dumb-down its essence for mobile, but adapt and highlight what's important.

So what shoppers to the Ralph Lauren mobile site get to see is the Quick Response code explained, followed by distinctly colorful, clickable tiles pushing the U.S. Open 2008, RL Classics and Ralph Lauren apparel and accessories collections.

An entertainment channel -- again part of building the romance and mystique around the brand -- and the ability to search for Ralph Lauren stores are two other tiles prominently displayed in the scroll-down menu.

Below that imagery are links to the shopping bag, signups, privacy policy, terms of use, corporate information and assistance. Copyright is asserted at the bottom.

This is the Ralph Lauren brand, short and sweet -- the 30-second elevator pitch to mobile shoppers.

A couple of things need pointing out.

First, consumers who sign up on the mobile site offering their email address and/or mobile phone number will receive up to four messages a month. The messages could be in text, email or voice message form.

Next, those who shop from m.ralphlauren.com will receive free shipping on every purchase -- an inducement copied from the early days of ecommerce.

This is what smart retailers do. This is what all retailers should do.

Dress rehearsal
Mobile commerce is the new frontier in retail. Store sales continue to either stay steady or decline. Catalog sales are migrating online, though the books serve as valuable marketing tools that reinforce top-of-mind awareness. Ecommerce continues to grow at a double-digit pace.

Mobile commerce is uncharted territory, yes. But retailers have little to lose by launching a mobile Web site and testing the waters early on.

Most mobile commerce sales likely will be incremental and even if not, handled the same way that online is -- better the retailer cannibalize itself than a competitor.

Mobile shopping is not an if, but a when.

With smarter mobile phones on the market, more consumers are migrating activities that they normally conduct on their Web-enabled laptops or computers.

Better data plans, easier Internet access, bigger screens and keyboards, few proved risks of credit card fraud and an open mind all contribute to an ideal environment to kick off season one for mobile commerce.

The holidays are only months away. Established catalogers and retailers can make safe guesses of products that are typically popular for Christmas, Hanukah or Kwanzaa. Why not highlight them in the mobile store? Promote the mobile site across all channels and ads. See what happens with this effort.

Opening a mobile store this fall could be the gift that keeps on giving for savvy retailers.