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Fleur du Mal launches next-generation mobile web experience in partnership with Usablenet

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Luxury lifestyle lingerie and ready-to-wear brand Fleur du Mal has launched of a context-rich, next-generation mobile web experience in partnership with Usablenet, the global leader for mobile and multi-channel technology. The unique mobile experience features touch-optimised UX, deep social integration, and the world’s first mobile pop-up store.

Fleur du Mal has leveraged Usablenet’s U-Experience platform to create a personalised mobile web experience that enables seamless discovery and engagement. In addition, Fleur du Mal is leveraging Usablenet’s U-Control content decision tool to dynamically manage the content, promotions, and messaging delivered via the mobile browser–independently from the desktop–in real-time.

Additionally, the innovative mobile pop-up store functionality enables Fleur du Mal to create a “store within a store” to target users of the mobile site with unique product offerings and special deals. The geolocation-enabled pop-up provides Fleur du Mal with the flexibility to deliver targeted campaigns and functionality to users, based on pre-determined triggers like entering a specific location or event. Fleur du Mal is using U-Control to quickly and easily deploy functionality and manage pop-up store campaigns.

“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 Fleur du Mal to deliver a mobile experience that is in line with its luxury, bespoke brand offering.”

The new Fleur du Mal mobile experience is optimised for fast and efficient browsing that fosters deep user engagement and enhanced discovery. In order to optimise conversions, the site has been designed for speed, with fewer pages required to load and easy access to product pages throughout the customer journey. The site also enables campaign and promotional support through the mobile pop-up store, which Fleur du Mal is able to manage through U-Control.

To drive social engagement, the mobile site includes dynamic feeds for Instagram and Twitter, with easy access to popular social channels that enable users to share their favorite products. Hashtags from Instagram and Twitter are also incorporated into the mobile experience, and U-Control enables Fleur du Mal to manage social content and feeds in real-time.

“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.”

The Fleur du Mal mobile site was built on top of Usablenet’s agile web services platform. Leveraging the Fleur du Mal desktop site and e-commerce platform built by Acadaca as the source, the Usablenet platform created a suite of web services that enable the next-gen functionality on the mobile site. This approach allows Fleur du Mal to easily leverage their mobile investment across additional channels like the tablet.

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. The brand is currently working with Usablenet on a dedicated tablet web experience that will be released later this year.

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