Luxury lingerie and ready to wear brand, Fleur du Mal recently announced partnering with global leader for mobile and multi-channel technology, Usablenet, to launch a context-rich, next generation mobile web experience. The new mobile experience features touch-optimized UX, deep social integration, and the world’s first mobile pop-up store.
Founded in 2000, Usablenet is a private company headquartered in New York City with offices in Los Angeles, Italy and London. Usablenet’s powerful platform enables leading companies such as J. Crew, Aeropostale, ShopNBC, Delta, Mercedes-Benz and others, to create compelling experiences for their customers across multiple channels, including mobile, tablet, social, and in-store kiosks.
“Fleur du Mal exemplifies how retailers should be thinking about engaging customers in today’s mobile-centric environment,” said Carin van Vuuren, CMO of Usablenet. “The freshness of their brand allowed us to build a unique, next-generation mobile experience that engages users in a deeply relevant way. We are thrilled to work with Fluer du Mal to deliver a mobile experience that is in line with its luxury, bespoke brand offering.”
To create a personalized mobile web experience enabling seamless discovery and engagement, Fleur du Mal has used Usablenet’s U-Experience platform and U-Control content. The Lingerie brand is using this decision tool to quickly and easily deploy functionality and manage their content, promotions, and messaging delivered through mobile browser. The function of the mobile pop-up store allows Fleur du Mal to create a “store within a store,” targeting users with product offerings and special deals.
The Fleur du Mal mobile experience is optimized for speed, with fewer pages required to load and easy access to product pages throughout the customer journey. Other features of the site include a love list that users can store on their phone where they can save items they are interested in purchasing. Shoppers can also share items and site content through Twitter, Facebook, Instagram and Pinterest.
“Our brand is all about inspiring a very intimate experience, and we sought to create a mobile identity that enables our customer to have a great relationship with the brand,” said Jennifer Zuccarini, founder of Fleur du Mal. “Usablenet enabled us to create a mobile experience we can strategically use to drive engagement on our customers’ most personal device: their mobile phones.”
Usablenet’s web services layer further enabled Fleur du Mal to create its mobile experience in a way that can be seamlessly integrated with other channels. Leveraging the Fleur de Mal desktop site and e-commerce platform allows the luxury brand to invest across additional channels like the tablet, which is expected to release later this year.
By Pia Talwar