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Victoria's Secret Goes Mobile Secretly

Victoria's Secret secretly launched a marketing initiative that uses the mobile Web and text messages to promote its products and on-the-go shopping.

The main menu on the mobile site, with a tagline reading, "Get Sexy Anywhere," includes such clickable entries as "gift cards," "sale and clearance," "most wanted bras," "top picks" and "catalogue quick order." The latter feature allows users to browse the Victoria's Secret print catalog and order directly from their phones.

Other features of the mobile site include "click to call," which connects mobile users directly to a customer service rep, "should they need to actually speak with someone," writes Giselle Tsirulnik. But when she asked Victoria's Secret for a comment on the mobile initiative, the retailer remained mum.

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