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Bluefly Sees 39% Lift In Mobile Conversion, Unifies Digital Management

A recent technology upgrade provided a double-edged benefit for Bluefly. The online fashion destination and marketplace improved its e-Commerce customers’ experience and also streamlined the management of both its online and mobile channels. Both mobile conversions and mobile revenue have increased since the deployment.

The e-tailer’s former catalog and web site was more challenging than helpful, and its slow, unreliable services resulted in costly troubleshooting and tedious deployment processes. Bluefly’s mobile app also required duplicate investments to generate content and leverage catalog data.

Bluefly turned to cloud commerce solution provider Mozu for help creating a flexible, unified platform that offered its customers a seamless shopping experience across mobile, desktop and a mobile app. The platform also helped the e-tailer’s team update products, promotions and content with ease. By working with Mozu, Bluefly was able to rebrand the web site in just six days.

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With a new and simplified look featuring enhanced content, improved search functionality and optimization for mobile devices, Bluefly experienced:

  • A 39% lift in mobile conversion; and
  • A 14% increase in mobile revenue.

“What sets Mozu apart from other vendors is that it allows critical commerce features to be managed through a single tool, from desktop to mobile web and mobile app,” said Carly Rosenberg, President of Bluefly in a statement. “Mozu helps us empower our customers and drive loyalty with continuous, seamless Bluefly experiences and access to the best designer brands and fashion trends.”

New Shopping App Streamlines Mobile Checkout

When close to half of your total sales come from mobile, the next move should be to ensure an even more streamlined mobile checkout for customers. Bluefly turned to Mozu again to help the company create a mobile shopping app for iOS and Android.

“Following our site redesign in April, we continue to invest in technology innovations that cater to today’s shoppers,” said Rosenberg. “The digital landscape has quickly shifted to mobile and we felt it was important to offer our customers a seamless shopping experience through a new mobile app. Additionally, 42% of Bluefly’s total sales are now coming from mobile, so it was the perfect time for us to continue innovating and optimize our mobile presence.”

Bluefly leveraged Mozu to build the app and help put the customer at the center of the shopping experience. It now includes features such as:

  • A more streamlined checkout process that uses the mobile phone’s camera to scan and sync credit card information;
  • An engaged user experience that connects customers to the social media platforms they use most; and
  • Push notifications announcing new products, sales and promotions.

“Mozu’s progressive content management system (CMS) offers a seamless shopping experience across desktop and mobile,” Rosenberg told Retail TouchPoints. “Thanks to this new holistic e-Commerce platform, Bluefly customers will see new products, changes to existing products, discounts and promotions instantly across the app. The new app will also help to strengthen our infrastructure and allow the company to capitalize on our increasing mobile sales volume.”

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