Avenue 32 is a luxury online shopping destination that features an extensive collection of both international emerging design talent and established designers. The platform allows up and coming designers to showcase their collections to the public without having to invest in their own online presence. Founded in 2011, Avenue 32 has quickly become one of the most talked about high-end fashion sites.
To effectively support the growing expectations of the featured designers and customers, Avenue 32 required an intuitive, seamless, visual and engaging solution on mobile and tablet. The sites had to be consistent with an editorial-focused, content-rich desktop site containing everything from high resolution images, product details and designer information.
Usablenet created 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.
Both sites were optimized for touchscreen devices, with next generation features that support the customer journey. With quick navigation, speed of transaction, intuitive task completion and adaptive landing pages, the sites deliver different user experiences based on orientation and device.
With the designers’ portfolio a priority for the sites, the product detail pages provide Avenue 32 with an upsell opportunity via ‘Complete the Look’ and ‘You may also like’ features. The adaptive experience supports the browsing mentality of shoppers on a tablet by offering more options for the ‘You may also like’ feature. The ‘wish list’ allows shoppers to create personalized experiences by instantly adding items that can be revisited later in the customer journey or shared with friends and family on social media sites.
Roberta Benteler, CEO, Avenue 32, comments: “In fashion, where branding is “everything”, it is imperative to have a well-designed mobile presence that reflects the image of the brand at all touch points. 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.” The focus on the multichannel experience has more than doubled mobile traffic and increased the number of mobile orders on both smartphones and tablets by 400 per cent. Through a focus on the customer journey and Usablenet’s understanding of browsing behavior, average transactions on the mobile sites have increased by 270 per cent.
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