Victoria’s Secret is building its popular swimwear line with a mobile-optimized platform on which users can mix and match bikini tops and bottoms, reflecting the growth of convenient and individualized shopping experiences.

The lingerie retailer announced the limited deal of its $39 bikini on social media over the weekend, along with a link to its interactive platform for users to find the perfect product match for them. Ending today, Victoria’s Secret attempted to drive sales for the products as much as possible through a unique, but more importantly an easy experience in browsing products.

“Enabling customers to visualize the look and feel of products is vital in converting shopper interest into digital sales,” said Laura Sossong, senior consultant at Boston Retail Partners. “Development of experiential shopping capabilities will certainly distinguish the winners and losers of e-commerce retail in the foreseeable future”.

Bikini matchup
Twitter and Facebook followers of Victoria’s Secret official accounts were given the inside scoop on its weekend sale for the $39 bikini. Users clicked the link to look through products, but the browsing experience streamlined their shopping by allowing them to pair different looks together.

Victoria’s Secret shared a tweet reading “breaking: the $39 bikini is back! Online only through 2/1,” along with a link. Users on mobile and desktop were able to swipe through different looks for tops, and then choose one of the colors available.

The platform then congregates the bottoms in the same format, and compiles the look the user has chosen together. The smaller platform is a piggyback off of Victoria’s Secret larger platform for a all of its bikinis, which are not included in the deal.

The platform is important because bikini products are often mixed and matched, with tops and bottoms being separately sold. However, users often have to browse through all products themselves, without a clear view of how the pieces would look together.

Victoria’s Secret’s platform eliminates the need to sort through an overload of products which may or may not match. The idea supports a positive brand sentiment, while also driving sales.

Victoria’s Secret did not let its large Instagram following go to waste during the airing of the brand’s popular fashion show on Tuesday night, with users able to shop the featured items in real time.

Victoria’s Secret is mobile
The retailer also did not let its large Instagram following go to waste during the airing of the brand’s popular fashion show on Tuesday night, with users able to shop the featured items in real time (see more).

Also, Victoria’s Secret invited customers to partake in a social-enabled fashion show party last November by asking for a ticket in stores, snapping a photo with the ticket and uploading it on Instagram in exchange for a $10 coupon (see more).

“Retailers should continue to invest in technology that promotes enhanced, elevated consumer experiences with products,” Ms. Sossong said. “This will become increasingly important in the quest to remain competitive as e-commerce market share continues to grow.”