Shiseido Americas' Nars brand opted for responsive design to provide consistent presentation across devices and realized a 54% gain in checkout conversions on smartphones. Tablet conversions increased 24%. "There are so many devices launching every day that are different sizes, and when we kicked off the project, we were not expecting iPad mini, so that became a conversation for us," Jeanette Garner, vice president of e-commerce for Shiseido, said at the eTail West conference.

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