Retailer improves tablet and smart phone functionality.

Swag has launched a brand new mobile-compatible website, timed to capture the Christmas online shopping rush.

Swag digital director Chris Comben said the company has come to understand the importance of having a fully-functional online platform for customers to meet the demands of online shopping boom. "We discovered that over half of our customers view from either a tablet or mobile," Comben said. "This indicates the way people are choosing to shop these days."


The new site is said to be responsive to the users’ screen and adjust the site to the space available when viewed on a smart phone or tablet.

The update was made as online retailers record an increasing number of online orders being made through smart phones. According to E-retails Sales Index, taken by IMRG, there has been a massive 150% rise in orders from mobile devices during the Christmas period of 2013 compared to the same period in 2012.

Swag currently operates six high street stores and 17 Pandora stores in the UK, and through its website sells brands including Diamonfire, Links of London, Hot Diamonds and Thomas Sabo. The retailer also has its own range of Swag jewellery.


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