As more consumers browse through their tablets and smartphones, best-in-class retailers are focusing on creating seamless, compelling and personalized mobile brand experiences.
LamaLoLi, a children’s apparel retailer, collaborated with mobile commerce solution provider JustDomobi to launch its mobile commerce site in November 2013. Within a year of introducing the mobile-exclusive site, mobile has exceeded 20% of the retailer’s total B2C revenue. There are five versions of the site for consumers in France, Germany, Russia, the UK and the European Union.
“Having more and more traffic coming from mobile devices, and with email campaigns opened mainly on mobile devices, we needed to improve our offering to mobile users,” said Yair Agami, CEO of LamaLoLi. “The current mobile web site is actually LamaLoLi’s first mobile web site. Before expanding to mobile, we wanted to make sure that we had the right partner and solution. After meeting with the JustDomobi team and seeing their technology, they made it easy for me to say yes.”
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Agami describes the relationship between the two companies as “very productive,” noting that every requested change and addition to the site has been implemented quickly.
Creating A Hassle-Free Shopping Experience
The LamaLoLi mobile site touts a more streamlined search and navigation functionality, which helps shoppers find the products they are searching for quickly and seamlessly.
“People arrive on a mobile web site with a task to complete and they expect to do so instantly,” said Yigal Carmi, Co-Founder of JustDomobi. “We planned so that any shopper can buy two t-shirts in less than a minute including the searching process, selecting the right size, placing the items in the shopping cart and completing the purchase. From our research, we understood that enabling shoppers to swipe between items would be crucial to the success of a mobile commerce site because the swiping functionality enables easy mobile browsing.”
The mobile site is a separate entity from the e-Commerce site, so the LamaLoLi team didn’t need to make any changes to its original web site to accommodate the mobile release. However, since the retailer has exposed APIs in its management system, the mobile site is updated in real time as images and content are added to the e-Commerce site.
“I am particularly impressed with JustDomobi’s swiping functionality, which makes it easier for shoppers to move from one item to the next,” Agami said in an interview with Retail TouchPoints. “I’m also impressed by its strong search capabilities and the whole user experience designed for a single purpose — to make the user’s journey as fast and enjoyable as possible. Mobile shoppers are able to browse our site, find the products they desire, add them to the cart and be at the checkout in about 40 seconds.”
