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Avenue 32 provides mobile design showcase

BY Dan Berthiaume

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.”

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Demandware acquires Mainstreet Commerce

BY Dan Berthiaume

Burlington, Mass. – Demandware has acquired privately-held Mainstreet Commerce, a provider of cloud-based order management solutions. Demandware hopes the combination of its enterprise-class commerce platform and Mainstreet Commerce’s distributed order management solution will simplify order orchestration between online and in-store shopping processes; optimize store and Web inventory; and enable retailers to deliver a “buy anywhere, fulfill anywhere” consumer experience.

Mainstreet BusinessFlow is an order management solution with flexible configuration capabilities. It includes full lifecycle support across all channels and devices. Demandware Commerce, combined with Mainstreet BusinessFlow, will enable retailers to enhance the overall omni-channel customer experience and manage the complete consumer shopping lifecycle in the cloud.

Demandware and Mainstreet Commerce share approximately 20 common customers. Demandware does not expect that this transaction will have a material impact on its 2014 financial results, and the company’s management plans to discuss additional details regarding this transaction on its fourth quarter and year end 2013 financial results conference call.

“This acquisition further extends our leadership in delivering omni-channel consumer experiences that retailers and consumers demand,” said Tom Ebling, CEO of Demandware. “Fulfill anywhere capabilities are critical for managing the entire order lifecycle and delivering an omni-channel consumer experience. By combining our two solutions, retailers will be able to get these capabilities from a single vendor in the cloud.”

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Survey: Mobile tops retailers’ priority lists

BY Marianne Wilson

Washington, D.C. — Retailers overwhelmingly agree mobile must be the number one priority for their digital business in 2014, according to the 2014 Shop.org/Forrester Research Inc. State of Retailing Online survey. More than half (53%) marked mobile efforts as a top priority, identifying responsive design, mobile site optimization, and tablet redesign among key focus areas.

“Retailers grew their digital business with impressive strength in 2013, reflecting their laser focus on improving the customer experience across all of their channels, striving for a ‘mobile first’ mindset that will be a key driver in all business decisions,” said Shop.org executive director Vicki Cantrell. “In 2014, they will continue investing to further their relationships with customers, exploring everything from personalization and site usability to all things mobile.”

On average, retailers’ total 2013 smartphone revenue grew 113% over 2012, and tablet revenue grew 86% over the same period. The survey also found that 21% of retailers’ web revenue derived from either a smartphone or tablet in 2013.

In other survey findings:

• More than one-third (36%) of retailers surveyed are prioritizing improved marketing efforts as they continue to focus on both retaining and acquiring new customers. In fact, repeat customers in 2014 will grow in importance: the survey found that half (51%) of web revenues are being driven by these shoppers and nearly two-thirds (63%) note that repeat customers drove more web sales in 2013 than in 2012.

• Four-in-10 (46%) retailers surveyed planning to engage in some site overhaul. Efforts will focus on site personalization and usability enhancements, or the reconfiguration of the core site experience to positively affect conversion rates. As retailers report average conversion rates of approximately 2.7%, even small gains can bring meaningful revenue growth.

With 82% of retailers surveyed reporting sales growth in 2013, online retailers must begin to look at new areas of opportunity for continued growth in the coming year.

“Online retailers have proven themselves to be resourceful, resilient, and tenacious, — thriving in spite of fluctuations in the economy,” said Forrester research VP and principal analyst Sucharita Mulpuru. “But to continue building on this story of growth, retailers should begin to focus on new areas of opportunity in 2014, such as improving mobile conversion rates and taking an omnichannel-centric business approach.”

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A.Comi says:
Feb-03-2014 10:37 am

Maximum people now own a smart phone and do most of their internet related work through their phone. Hence it is obvious that mobile would be the easiest way to reach out to maximum people.

R.Mcclure says:
Jan-30-2014 01:55 pm

Excellent story. The latest I've found is software-driven in- store mobile technology which eliminates capital expenditures on installing beacons or other in-store hardware. -Rick M. [email protected]

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