Victoria's Secret is very good at keeping secrets. The retailer quietly launched a marketing initiative that uses the mobile Web and SMS text messages to promote its products and shopping on-the-go.

Victoria's Secret has launched a dedicated mobile Web site and is also targeting its mobile database of opted-in consumers with exclusive offers, event coverage and new product information.

"With so many consumers (94 Million in the U.S.) using their handhelds to read email, search for products (9 percent of Google searches are now on mobile devcies) and browse Web sites, it is a basic expectation that a mobile user will have a successful experience when they visit a company's Web site," said Jason Taylor, vice president of mobile at Usablenet, New York.

"Having a specialized mobile-optimized site allows users to get to and purchase the products they want fast," he said.

Usablenet created the mobile site for Victoria's Secret. Usablenet is a fully managed service that leverages the features and functionality of a company's existing Web site and extends it to all mobile devices worldwide in less than six weeks, requiring no client IT or Web-design resources.

Consumers can sign up for alerts on the mobile site at http://mobile.victoriassecret.com or text the keyword START to the short code 26435 (ANGEL).

All text message communication with consumers will include a link to the mobile site, in an effort to drive users there.

The Victoria's Secret mobile site features different categories and shopping bags. The main menu gives site visitors a list of the "Most Wanted Bras."

Gift cards can be bought right from the mobile site and consumers are able to locate and map the closest Victoria's Secret store to them.

What's most impressive about the site is that women can actually browse and then buy products right from their mobile phones, with the same secure settings that the retailer's Web site provides.

Customers that make purchases on the mobile site can come back to view their order status.

Additionally, the mobile site has a 'special offers' section where consumers can get discounts.

For example, consumers that place an order of $100 or more can use the code VSFRSHIP at checkout and all shipping and handling charges will automatically be deducted after the offer code is applied.

The mobile phone becomes much like a shopping assistant with the Victoria's Secret mobile site.

In fact, users can even browse the print catalog and order using their mobile phone.

Victoria's Secret went a little further with its mobile site and turned it into a great place for consumes trying to get their loved ones a gift. The mobile site doesn't just showcase lingerie; it offers other products and services as well.

Additionally, the mobile site has a click-to-call feature that connects consumers with Victoria's Secret customer service, should they need to actually speak with someone.

Another interesting feature on the site is the "Site Feedback" link.

Users that click on it are asked to take the Victoria's Secret Mobile Site Survey, where they are asked some questions regarding the site and how well it works.

The site is full of pictures of various products from Victoria's Secret and consumers can view what's on sale and the most wanted stuff.

The Victoria's Secret press office declined to comment on this mobile initiative.