The winners of the inaugural Mobile Retail Awards, sponsored by Collstream, have just been revealed, following today’s Mobile Retail Summit in London.

Debenhams, Waitrose and eBay were among the companies rewarded for their efforts, with Debenhams taking the award for Best In-store Experience for its free wi-fi offering. While the service is great for shoppers, it also provides Debenhams with a channel to communicate exclusive offers to customers in its stores.

Waitrose and its agency Manning Gottlieb OMD taking the award for Best Mobile Traffic-driving Campaign for the Waitrose Passbook Campaign; and eBay and its agency, Fetch, taking the Best Mobile Advertising Campaign for the From eBay With Love Campaign.

The Best mCommerce Site went to Screwfix Direct and its technology partner, Netbiscuits, for the Screwfix mobile site, while Mothercare took the award for Best Smartphone App for its iPhone app, which fuses mCommerce transactional capabilities with a wealth of pregnancy and childcare advice for expectant mums.

The Best Tablet App award went to Auto Trader for its iPad app that takes the pain out of buying a new car, while the Best Mobile Affiliate Campaign went to Affiliate Window for its Making Mobile Count campaign, which aims to ensure that all sales coming through the mobile channel that should be attributed to affiliates actually are.

The Best Mobile Couponing Campaign went to pub/dining chain Harvester and its mobile marketing partners, Eagle Eye, Card Commerce and Millennial Media for Harvester’s Apple Passbook campaign.

Finally, the Outstanding Contribution to Mobile award was presented to mobile data stalwart, O2’s Dr. Mike Short, CBE, for his contribution to the mobile marketing and messaging industry in a career spanning 25 years.

Congratulations to all the finalists, and special congratulations to the winners. The full list of winners and finalists is as follows:

Best mCommerce Site
Winner: Screwfix Direct/Netbiscuits – Screwfix Mobile Internet Site
Finalists:
Allfancydress.com/Crafted Media – Allfancydress.com Mobile Site
Pizza Hut Delivery UK/bemoko (now part of SDL) – Pizza Hut Dlivery UK Mobile Site

Best Smartphone App
Winner: Mothercare – Mothercare iPhone App
Finalists:
ASDA – The ASDA App
Domino’s Pizza – Domino’s Pizza iPhone Ordering App
eBay Turkey/Gittigidiyor – eBay Turkey App
Gifted2you.com – Gifted2you.com Social Gifting App
Payback – Payback App
Touchalize  – Touchalize App

Best Tablet App
Winner: Auto Trader – Auto Trader iPad App
Finalists:
Debenhams – Debenhams iPad App
Touchalize – Touchalize Tablet App

Best In-store Experience
Winner: Debenhams – Debenhams In-store Wi-fi
Finalists:
ComQi – ComQi Passport
Marks & Spencer – The M&S Blooming QR Code
Pizza Express – Feeding Great Conversation Through Mobile

Best Mobile Advertising Campaign
Winner: eBay/Fetch – From eBay With Love Campaign
Finalists:
Amobee/Nokia – Lumia 920 Love It, Touch It, Want It Campaign
John Lewis/MGOMD – John Lewis Jubilee Campaign
Specsavers/MGOMD – Free Glasses With Contact Lenses Campaign
Waitrose/Manning Gottlieb OMD – Waitrose Passbook Campaign

Best Mobile Affiliate Campaign
Winner: Affiliate Window – Making Mobile Count Campaign
Finalists:
Affiliate Window – Dixons/Quidco Mobile in a Multichannel Environment Campaign
The Body Shop/Tradedoubler – The Body Shop Campaign
VouChaCha/Markcomedia – MyVoucherCodes.co.uk Mobile App

Best Mobile Couponing Campaign
Winner: Harvester/Eagle Eye/Card Commerce/Millennial Media – Harvester Passbook Campaign
Finalists:
The Body Shop/Tradedoubler – The Body Shop Campaign
Waitrose/Manning Gottlieb OMD – Waitrose Passbook Campaign

Best Mobile Traffic-driving Campaign
Winner: Waitrose/Manning Gottlieb OMD – Waitrose Passbook Campaign
Finalists:
99Squared – Kuoob
eBay/Fetch – From eBay With Love Campaign
John Lewis/MGOMD – John Lewis Jubilee Campaign

Outstanding Commitment to Mobile Award
Winner: Dr. Mike Short CBE