Overview
The world of eCommerce now covers a large domain. Even the real world of fashion and beauty have made in big in the virtual sphere giving competitors a run for their money. The industry banks upon new trends, looks, as well as technologies to gain an insight into customers’ minds with a pulse on customer engagement. It is time that fashion and beauty exploit the mobile wave and e-merchants associated with this domain optimize their content to maximize customer engagement through unique touch-points as well as customer strategy.
Its great to have less
While opting for the mobile channel, Pericone MD had a lean budget. They began on the right note with the decision to keep it simple. The company did not follow the established convention of implementing a fully-responsive design or even a separate mobile website. Actually, both these websites would have entailed significant time and enhanced budgets. Hence, the company decided to utilize Magento Enterprise Edition’s built-in HTML5 template, so that they can utilize their site appropriately for the user device.
The strategy adopted was to focus on rethinking about content as well as navigation, and also the headers. This would give customers the options to drill down as well as track user behavior to streamline further. According to a company spokesperson, a singular benefit of taking this adaptive approach means that the company can work further on optimizing the template skillfully. This optimization will not come in the way of the desktop site or conversions, but will be a synergistic approach.
Bringing Back the Focus on Content
Yet another company Charlotte Tilbury, discovered that simplicity came naturally. The company has a small catalog and the business is driven by content. The aim is to keep the content as fresh as possible by adding new videos and graphic design. The features that have been built are simple and are kept to the core, which has been executed in an extremely visual manner.
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Why Not Deepen Engagement
Both these companies are using mobile in order to deepen their engagement with customers. Charlotte Tilbury is beta-testing a Faceprint app, which is aimed at augmenting the in-store makeover experience. At the same time, Perricone MD has opted for a responsive approach to its emails so that customers get a seamless brand experience with the emails that are formatted to their devices. Accordingly, this provided a 31% increase in their CTR on mobile along with a related increase of 27% in mobile conversion.
Accordingly, both these brands believe that there may be many paths to mobile, however the secret to success lies in knowing where exactly does the mobile strategy fit into the customer’s liaison with your brand. Finally, remaining focused yet flexible in optimizing the experience on the mobile channel yields the best results for your endeavor.
Table of Content
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Minal Joshi is a content marketer at Krish with a flair for eCommerce and Digital Commerce aspects. She is a MarTech fanatic with a knack of writing with which, she helps brands to curate, create, & commence digital brand positioning. Sharing insights via articles, case studies, eBooks, Infographics, and other forms of content creation is what she lives for. Being an ardent traveler, when not writing, you'll find her sipping coffee into the mountains or petting a stray.
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