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Juicy Couture fashions mobile-optimized site to meet upscale shoppers’ expectationsBy
Fashion brand Juicy Couture is overhauling its ecommerce business with an eye toward mobile in light of the expectations of high-end shoppers, who are more commonly shopping on their mobile phones today.
Featuring key aspects such as mobile optimization and responsive Web design, Juicy’s new site is now compatible with mobile shoppers and utilizes tools such as live chat and swipe and zoom options. For brands with strong bricks-and-mortar roots, they can find a way to survive in a mobile centric world by optimizing their content to add a convenience for smartphone users.
“Like many in the industry, we’re seeing our brand clients get a tremendous amount of traffic from smart phones, but conversion rates are still low,” said John Tomich, CEO and co-founder of Onestop Internet, Los Angeles. “There is a disconnect on mobile phones between researching and buying.
“We’re using cross device analytics to see how Juicy’s customers are researching on mobile and then converting through another device. We can then get a much better sense of the value of the mobile traffic, since we have an ’assisted conversion’ viewpoint.”
Mobile is vital
Ecommerce solution provider Onestop is teaming with Juicy Couture owner Authentic Brands Group to create a dynamic experience for mobile users.
Onestop’s technology will provide a customized channel focusing on warehousing and distribution, customer service, end-to-end product imaging and cross-channel performance marketing services, which will all aim to streamline Juicy’s ecommerce and mobile operations along with its brick and mortar locations.
Regarding customer service, Onestop will provide live chat, phone and email services for Juicy’s customers.
Onestop’s product imaging ensures that shoppers can zoom and swipe through images to get a clear idea of the item’s components, which is a feature that is crucial while shopping on mobile. Onestop also prioritizes fast loading pages and realizes the short attention span of consumers and therefore works to provide little to no wait times.
Mr. Tomich also values the checkout process and believes lacking qualities can deter customers, so Onestop recommends features like auto-fill, which, for example, will automatically fill in a zip code once a user inputs a city.
The new Juicy site is live, and the Onestop team will continue to make changes based on customers’ reactions.
In January, Juicy Couture promoted the launch of the new line of clothing Juicy Sport through a partnership with the Snaps mobile application that lets consumers share photos with Juicy content overlaid on top.
The Snaps app let consumers add virtual content to photos and share them with friends. Juicy Couture sponsored branded content that was available for Snaps users to add to their photos (see story).
In 2012, Juicy Couture was one of the many advertisers within Glamour magazine that brought its static ad to life and let consumers buy products through scannable mobile bar codes.
Glamour teamed up with SpyderLynk to continue pushing its Glamour Friends & Fans app that let consumers shop everything they love within the issue. The app was available for free download in Apple’s App Store (see story).
As Juicy invests further in mobile optimization, the brand is sure to see an increase in conversion rates and ROI.
“The bar is set very high for luxury shoppers, and they have very high expectations,” Mr. Tomich said. “The brand’s e-commerce platform design and usability must meet that level.”
Caitlyn Bohannon is editorial assistant on Mobile Commerce Daily, New York
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