London – Online luxury retailer Avenue 32 has launched a mobile and tablet strategy allowing designers to showcase their collections to the public without having to invest in their own online presence. Since its launch, mobile traffic has more than doubled and average transaction value has increased 270%.
Working in partnership with Usablenet, Avenue 32 provides seamless and customized experiences for both mobile and tablet; the mobile site provides a task-based experience whereas the tablet site is focused around browsing and discovery.
The sites have been optimized for touch and discovery, with quick navigation, speed of transaction, intuitive task completion and adaptive landing pages delivering a different user experience based on orientation and device. The product detail pages provide Avenue 32 with an upsell opportunity and a “wish list” allows shoppers to create personalized experiences by instantly adding items that can be revisited later or shared with friends and family. The focus on the multichannel experience has increased the number of mobile orders by 400%. While most of the brand’s m-commerce is happening on smartphones, orders on tablet constitute more than 20%.
“In fashion, where branding is everything, it is imperative to have a well-designed Web presence experience that reflects the image of the brand at all touchpoints,” said Roberta Benteler, CEO, Avenue 32. “We have created a successful and consistent shopping experience for both designers and customers across all devices in order to give us the chance to showcase our featured designers and engage with our customers at all times. Usablenet understands Avenue 32’s desire to deliver an engaging multichannel offering and we have already seen greater brand engagement.”