News

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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News

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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OPERATIONS

Target wins solicitation case

BY Dan Berthiaume

Minneapolis – Target has won a case against non-profit group Canvass for a Cause in the Superior Court of the State of California, San Diego. Target sought and received the right to prohibit groups or individuals from using its property for expressive activity, as well as a judgment for trespass alleging that Canvass for a Cause and individuals associated with it have come onto Target property without authorization to do so and have refused to leave.

Target also sought and received a permanent injunction prohibiting Canvass for a Cause from using Target property for canvassing or soliciting signatures or donations. A Morrison & Foerster litigation team represented Target.

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