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Avenue 32 Gets Mobile

The London-based online fashion retailer has partnered with multichannel technology firm Usablenet to elevate its mobile shopping experience.

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AVENUE 32 GETS MOBILE: Avenue 32, the London-based online fashion retailer, has partnered with the multichannel technology firm Usablenet to elevate its mobile shopping experience. Usablenet has created mobile sites for the retailer — which carries both emerging and established designers — that are optimized for both tablets and mobile devices. The tablet site focuses on browsing and discovery, while the mobile site is task-based.

Roberta Benteler, chief executive officer of Avenue 32, noted that mobile traffic to the site is on the rise, with half the retailer’s traffic at times coming from mobile channels. Since the new mobile sites launched late last year, 24 percent of Avenue 32’s total orders come from mobile devices, and the conversion rate for those browsing the retailer’s offer on mobile sites has increased by 85 percent. Benteler said she believes m-commerce could come to represent 50 percent of the retailer’s sales “in the near future.”

The mobile sites include features such as a “wish list” function, so customers can revisit selected items at a later date, alongside suggested items to complete a look and similar items available, based on a customer’s selection.

Carin van Vuuren, chief marketing officer of Usablenet, added, “We are entering the ‘age of impatience’ where consumers will get frustrated if sites aren’t optimized.…Avenue 32’s mobile and tablet sites provide fresh content and a rich user experience that will allow users to explore new designers with ease.”

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