Avenue 32 Brings Element Of Discovery Back To Online Shopping

  • February 14, 2014 at 1:00 PM EST
  • By Alicia Esposito
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Modern, fashion-savvy consumers rely on technology to not only purchase products, but discover new designs from up-and-coming brands. 

Although many online shoppers closely follow their favorite brands and designers, Avenue 32 was created with the purpose of adding an element of discovery back to online shopping. The luxury shopping destination scouts new fashion talent, and promotes these brands and their products on the e-Commerce site.

Personalization is a primary way that Avenue 32 differentiates itself, according to Roberta Benteler, CEO of Avenue 32. “We deliver a personalized experience to customers, whether it’s in the form of product selection, customer service, or being present at every touch point — regardless of the country or device they’re reaching us from.”

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{loadposition TSHBAIAA022014} This highly relevant online shopping experience is being extended to tablets and smartphones due to increased traffic deriving from mobile devices.

A new mobile experience, created in partnership with Usablenet, provides customers with a customized browsing and buying journey, depending on the device being used.

“In fashion, it’s imperative to have a well-designed web presence that reflects the brand image no matter what device you are on,” said Benteler in an interview with Retail TouchPoints. Previously, viewing the desktop site on mobile wasn’t an engaging experience and it needed to be improved. We decided to create a mobile site. It was simply a necessity that we had to develop to meet our customers’ needs.”

Since launching the mobile-optimized sites, mobile traffic has more than doubled and average transaction value has increased 270%. While most transactions take place on smartphones, tablets represent more than 20% of mobile sales.

Smartphone users have access to more streamlined features that help them complete tasks. For example, a wish-list function “allows shoppers on the move to create personalized experiences by instantly adding items that can be revisited later in the customer journey or shared with their friends and family,” Benteler said. The tablet site, however, is more immersive, and encourages detailed browsing and brand discovery.

A “Complete the Look” function is present on both mobile sites, so consumers can receive outfit ideas based on products they’re looking at. The “You May Also Like” feature provides tailored product recommendations based on browsing and buying behaviors.

“Curation and discovery are both key to our offering so, on product detail pages we wanted to include the features that we have present on the desktop site,” Benteler said. “Part of what differentiates us from our competitors is our attention to detail with the products we are recommending and the outfit ideas we put together.”

Because the brands and designers featured on Avenue 32 have more luxury, higher-end product lines, it was paramount that the mobile experience added value that target shoppers have come to expect, Benteler noted. “We need to provide a seamless experience regardless of the customer’s chosen device.”

Product imagery is a critical component of that seamless experience. “As a fashion e-Commerce business, it was really important for all product imagery to be of the same quality as the desktop site, with alternative views and zoom functionality,” Benteler said. “We didn’t set out to just replicate the desktop site — we wanted to offer the same experience and standards but to a mobile audience.”

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