Not only is mobile traffic picking up, but the average transaction value has increased by 270 percent and mobile orders have quadrupled since the site launched in Dec. 2011. Avenue 32 worked with Usablenet to revamp its multichannel and mobile strategy.

“Avenue 32 is a new online fashion destination that aims to promote up-and-coming designers,” said Carin van Vuuren, chief marketing officer of Usablenet, New York. “Avenue 32’s target audience is extremely mobile and fashion-savvy, demanding an experience that is sophisticated yet easy to use.

“Avenue 32 seeks to provide a high-end brand experience,” she said. “As a result, Avenue 32 is laser focused on delivering a consistent and seamless experience across all digital touch points.”

Multichannel reach
Avenue 32 is focusing its strategy on helping consumers reach the online retailer at any time and any place. The online retailer wanted to let designers easily showcase their collections on mobile and tablet through Avenue 32.

With the help of Usablenet, Avenue 32 took a slightly different approach towards smartphones and tablets. The mobile site focuses on a task-based experience, and the tablet site emphasizes browsing and discovery.

Both sites provide quick navigation, fast transactions, intuitive design and adaptive landing pages. They also showcase Avenue 32’s “Complete the Look” and “You may also like” features, as well as a wish list function.

Total mobile orders have quadrupled, with most of the sales coming from smartphones. Tablet sales make up around 20 percent of mobile sales.

Mcommerce
With more sales coming from mobile, it is extremely important for retailers to provide good multichannel experiences.

Consumers will lose patience if pages take too long to load or are not optimized for the size of the screen. They will abandon a cart if the site requires them to input too much information on a small keyboard.

Avenue 32 is one of a number of online retailers who have already caught on to this reality and combated it with redesigns of mobile commerce sites.

Connecticut-based retailer Westport Big & Tall recently launched a mobile site along with a tablet version to accommodate the increasing traffic from mobile devices (see story).

Conn’s also rolled out a full-blown mobile site after experimenting with mobile on individual parts of its Web site at the end of last year (see story).

“Fashion-savvy shoppers are always on the lookout for the next big thing,” Ms. van Vuren said. “By creating a great experience on mobile and tablet, and making the path to purchase as streamlined as possible, we are eliminating reasons to delay purchase.

“Research has shown that shoppers will easily abandon a site if they encounter a negative experience,” she said. “By creating functionality like wish lists and a recommendation option, Avenue 32 supports the goal of discovery with every interaction.”

Final Take
Rebecca Borison is editorial assistant on Mobile Commerce Daily, New York