'Net Features : usablenet

Next-Gen Mobile Site Pushes Usable Local Content

Administrator — Wed, 12 Jun 2013 16:00:00 GMT

Branded, personalized content seems to be the name of the game in this user-centric world we’re all living (and working) in and service providers that help brands deliver this content – wherever a user may be accessing the information from – are posed to lead the digital way.

So, when Fleur du Mal, a high-end lingerie and ready-to-wear brand that mixes e-commerce with editorial content, wanted to create a mobile identity that enables its customers to have a great relationship with its brand, it turned to Usablenet to drive engagement on its customers’ most personal device: their mobile phones.

Fleur du Mal leveraged Usablenet’s U-Experience platform to create a personalized mobile Web experience and Usablenet’s U-Control content decision tool to manage the content, promotions and messaging delivered via the mobile browser, which includes a mobile pop-up store functionality.

“One of the most engaging features of next-gen mobile sites is the ability to publish local content on mobile,” said Usablenet Chief Marketing Officer Carin van Vuuren. “With U-Control, our Content Control and Publishing tool, the Fleur du Mal client can create content on their mobile site to support pop-up events anywhere in the world.

“The mobile pop-up store functionality is triggered by using location triggers within U-Control. Users attending a local event can access content specific to that event on their mobile phone. The mobile pop-up store feature gives clients the flexibility to plan, manage and execute integrated marketing promotions using the mobile site as the cornerstone.”

See Fleur du Mal’s new mobile experience below:

Mobile Platform Could Cause Bridezilla Shortage

Amberly Dressler — Tue, 16 Apr 2013 16:05:00 GMT

Planning a wedding is stressful, to say the least. Fortunately, today's busy brides can now tackle their prenuptial to-do lists within the David's Bridal My Event interactive platform, now available as a mobile experience, thanks to mobile and multi-channel technology provider, Usablenet.

This platform provides brides with a way to seamlessly and quickly plan for their “big day” and engage with their bridal party (and as any bride or bridesmaid can attest, is a feat in itself), all while on the go.

“Planning a wedding can be an extremely time intensive and often overwhelming task, especially today with so many disparate wedding websites, blogs, and applications,” said Johanna Runyon, Director of Digital Content at David's Bridal. “We set out to create a seamless mobile experience that allows busy brides to efficiently tackle all of their planning from anywhere, at any time.”

Many of the new mobile My Event features can be used as inspiration for other enterprises:

• My Event Sign-on: Allows brides to sign on via My Account to create a profile, create or view their event and participate in other events hosted by friends.

• Social: Brides can log in through Facebook and invite their friends/bridal party to ensure everyone is connected and informed of important dates and upcoming appointments in an exclusive, private environment.

• Newsfeed: The bridal party’s place for real-time updates and discussion of all wedding planning details, including the ability to upload new products and write a message to the wedding party.

• Interactive Shopping Lists: Brides can create shopping lists for themselves, their bridesmaids or others, and keep track of everyone’s purchases.

• Mood Boards: Brides can view a popular feature on desktop – the mood boards – and share on mobile.

• Customized Task Lists: Brides are constantly planning, shopping and sharing – all of which can be organized, shared and tracked through the task list.

• Budget Planner: Brides can stay connected to their budget plan and ensure milestone deadlines are met.

• Shopping: Brides can shop on the David’s Bridal site, its affiliates and other online stores all from one location.

“When building a mobile experience it is crucial to really understand what the customer wants in the mobile context. The modern bride is both mobile and social, and wants to share her experience. David’s Bridal recognized that its customers needed an experience that would allow them to plan, track and communicate the details of their ‘big day’ in the most seamless way, even from their mobile phone,” said Carin van Vuuren, CMO of Usablenet. “We’re delighted to partner with David’s Bridal to deliver this experience.”

Retailer Caters to Teen Audience With Relevant Mobile Offerings

Amberly Dressler — Mon, 18 Mar 2013 14:30:00 GMT

Aeropostale customers are tech savvy and want to engage with their favorite brands on their smartphones, or in-store with tablet kiosks.

Understanding what its fashion-forward teen audience wants, Aeropostale released a new mobile app that will provide a better and more engaging customer experience across channels. Aeropostale incorporated into the new mobile app, powered by mobile and multi-channel technology platform Usablenet, more ways to engage with the brand: including access to branded video content, the opportunity to scan products in-store to receive enhanced product descriptions and customer reviews and a mobile-style guide (pictured) that enables shoppers to build their own outfits right on their smartphones.

In addition, Aeropostale also expanded its in-store iPad kiosk offering to a number of stores nationwide later this year.

Aeropostale commitment to mobile technology to engage the customer has paid divendends. The following data demonstrates the success Aeropostale has achieved on the channel since partnering with Usablenet:

- Mobile Web traffic represents roughly 36 percent of overall Web traffic to Aeropostale.com, up from less than 10 percent two years ago

- Mobile Web traffic to Aeropostale.com has grown by a total of 167 percent over the last year

- Mobile revenues have grown from 2 percent of the business when Aeropostale launched mobile commerce in June 2010 to over 13 percent today

Retailer Reveals In-Store & Digital Synergy

Amberly Dressler — Fri, 28 Dec 2012 14:19:00 GMT

In 2012, the term “omnichannel” became more than a buzzword, as big-name retailers made significant investments in streamlining the consumer buying experience across all channels.

During this holiday season, for example, Limelight Networks reported that 20-25 percent more consumers planned to research and/or purchase holiday gifts on their Internet-connected mobile devices this year compared to last year. A plethora of other reports also indicates that consumers research products online before buying in store. These trends all lead to the need for retailers to provide a consistent, relevant and intuitive experience across all channels.

Companies like Cache, a specialty chain of women’s apparel stores, recognize this need. Recently the retailer introduced a new mobile app, powered by mobile and multichannel technology company Usablenet, built to give consumers more real-time functionality and engagement in-store.

The company reports that its new mobile app is a strong step in the direction of driving even further synergies between the in-store and digital channels. The app differentiates Cache from its competitors by focusing on the in-store experience. It includes:

-Geo-location capabilities and targeted messaging/offers based on where the consumer is in proximity to a Cache store.

-In-store mobile barcode scanning that allows consumers to receive ratings, reviews, and other info about a product immediately. This is about enhancing the in-store experience by making it easy for shoppers to research products in the store.

-Push notifications (thanks to a partnership with Xtify) that deliver relevant information based on what Cache knows about the customer's preferences. Using specific knowledge about the behaviors the customer is using in the app to drive specific, targeted interactions.

“We are excited to partner with Usablenet given its experience in retail and its strategic perspective on mobile,” said Kevin Metz, Vice President of e-commerce at Cache. “We believe their platform supports a positive shopping experience via mobile app, and ensures that the app has a tactile and current feel. Usablenet aligns perfectly with our goals to make our constantly changing collections readily available on mobile and to drive sales by connecting with our customers through relevant push notifications and special deals.”

Holiday Checklist for Web Success

Administrator — Fri, 19 Oct 2012 19:25:00 GMT

Santa called, and he wanted to make sure you were ready for Black Friday and Cyber Monday this year. He decided to leave an early present for Web professionals, business owners and retailers everywhere.

As you may know, Santa’s a big fan of lists. In order to help out Website Magazine readers as they prepare for the rapidly approaching holiday shopping season, he left an informative checklist that you can all use to ensure your website and marketing campaigns are ready to go when consumers come knocking on your virtual doors. And, it just so happens his checklist follows Website Magazine's content channels.

Prepare for Customer Inquiries
The biggest difference for customers who decide to shop on the Web rather than in-store, is the lack of customer service. For example, a customer who is searching for a specific blue sweater in a brick-and-mortar store can easily ask a sales associate for assistance, however, this is not the case on the Web. Merchants can combat this problem by adding customer service solutions, such as live chat or virtual assistants, to their websites. These solutions not only provide consumers with a better shopping experience, but can also improve conversion and engagement rates. Learn more about bringing your company’s sales team to the ’Net here.

Advertise Everywhere
Nowadays, there are many avenues where brands can spend their advertising dollars on the ’Net, including within search, social and mobile channels. This is why marketers should analyze online advertising campaigns from holidays past to determine which campaigns generated the best return on investment. By doing this, marketers can also review which keywords from the 2011 holiday season sent the most and highest converting traffic. Once the best-performing keywords have been discovered, marketers should also add a few more for the 2012 season and then select which words will be added to their holiday-specific paid search campaigns. However, marketers should also consider spending their advertising dollars on social and mobile marketing as well. This is because a recent study from Marin Software reveals that many consumers turn to Facebook during their hunt for deals around Thanksgiving time. Furthermore, a separate study from the Interactive Advertising Bureau reveals that consumers are very likely to take an action, such as investigate a product or local business, once they have engaged with a mobile ad.

Be Mobile Ready
Mobile shopping has reached $20 billion in 2012, with that number set to grow with tablet shopping, according to Javelin Strategy & Research. The company's Strategy & Research EVP and Research Director, Mary Monahan, counts tablets as the ideal channel to transform PC-based online shoppers into mobile shoppers because of the large-screen real estate and mobile capabilities.

"Increasingly mobile devices like tablets are being used as shopping tools but the mobile buying experience is not keeping pace with consumer activity," said Monahan. "Apps engage consumers to make purchases. With the upcoming holidays, retailers must prepare for the mobile shopping trend or lose out on the opportunity to convert browsers into buyers.”

Companies like Usablenet, which are behind the mobile experiences of some of the world's top brands (Hilton, FedEx, Mercedes-Benz USA – to name a few) can help retailers create a mobile experience, quickly and at a low cost. The Usablenet platform requires no client IT resources, no systems integration and no Web development.

Create a Savvy Social Campaign
Retailers not leveraging social media’s prowess this holiday season – and in general – stand to lose out on revenue that is often unexpected. For brands looking to sell on Facebook, Website Magazine has compiled a how-to list of sorts, found here. However, Pinterest is the real standout network of the season. Its potential and popularity is in its simplicity. It takes very little to get started. Any retailer, of any size, can create a Holiday Gift Board. In turn, users will like and re-pin these products. And, the real beauty of Pinterest is that a retailer’s products aren’t only limited to who is following that brand and who, among their followers, is friends with. For the most part, Pinterest users view boards and pins outside of their network. Capitalizing on this free channel is a slam dunk this season. Additionally, retailers can integrate Pinterest with email, to see how, click here.

Engage with Email
One of the best ways to encourage audience engagement with your brand during the holiday season is with email. In fact, a recent study from Listrak and Harris Interactive reveals that 41 percent of Americans who receive emails from retailers have made a purchase in the past six months as a direct result of receiving the retailer’s email. This channel definitely shouldn’t be overlooked; instead, it should be in the forefront of your holiday marketing strategies. Holiday email campaigns should include frequent sending at optimal times and days of the week, as well as contain promotional offers and gift idea suggestions. Additionally, email can be a valuable tool for creating repeat customers during the holiday season. For example, after a consumer makes an online purchase, marketers can automatically send a follow-up email that thanks the consumer for their purchase and offers a coupon to bring the consumer back – either in stores, online or after the holidays.

Be Search Friendly
Consumers do a lot of searching during the holidays on their quest to find the perfect gift for someone special. In the online world, much of that searching is done through Google, whose search engine just happens to feature product listing ads, as well as a wholly re-imagined product search service called Google Shopping that essentially works as a separate retail-focused search engine. Prepare yourself by creating a product feed and linking it to AdWords. Your product rankings are based on four factors: data quality, bid management, quality score and enrollment in the Trusted Stores Program. So jam-pack product listings with as many extra attributes as you can, carefully organize your ad groups and set (accurate and appropriate) ad group level bids. Then, just write a promotional messaging, make sure your product listings have images and you’re off to the races. It’s far more effective than dressing up mannequins in a window.

Pick Up the Speed, Developmentally Speaking
The holiday season will inevitably bring about holiday traffic, and if your site isn’t adequately prepared, it could be costly. After all, most e-commerce sites are notorious for having slow site speeds to begin with, so you don’t want to be chasing away more customers (and losing more revenue) than you have to. In fact, optimizing your site and providing faster load times than your competitors will probably make you a more desirable destination for shoppers looking to research or purchase products online. You can use Google’s Page Speed Online website to quickly test the speed and performance of your website. But hurry, because there’s not a lot of time left; early bird holiday shoppers will be visiting your website before you know it, if they’re not already.

Usablenet Walks the Runway with Mobile Experience

Amberly Dressler — Fri, 07 Sep 2012 20:00:00 GMT

If you have a minute, grab your smartphone (preferably a newer smartphone) and type in “uatfashionweek.com” in your browser (preferably Safari). If you meet the aforementioned criteria, you’ve arrived at one of the most comprehensive mobile experiences around. Although the limitations are, well, limited, the experience is impressive. To top it off, this mobile site, catered to Fashion Week enthusiasts, was only put together last night.

U-Experience is Usablenet’s newest platform that is set to launch on Sept. 10. It’s advanced HTML5 development framework, coupled with Usablenet’s agile website services and mash-up capabilities, create the perfect vehicle to take fashion enthusiasts from one channel to another.

A horizontal social scrolling bar (they call it a Social Tuner - see the image in this post) gives users the opportunity to scroll to Twitter, Facebook, Pinterest or YouTube and ‘tune in’ to latest news about Fashion Week. A fifth ‘dial’ includes the latest look books for certain apparel companies. Viewers can take a look at each of the outfits and click on any of the price tag symbols to be taken to the website for purchase.

Usablenet boasts a significant portfolio including David’s Bridal, Aeropostale, FedEx and more, but U-Experience can service clients across the range.

“The experience for ‘uatfashionweek’ can be done very quickly at a very low cost and a short period of implementation,” said Usablenet CMO Carin Van Vuuren.

Also, as part of the launch, Usablenet will introduce U-Control: an easy to use experience decision and management tool that gives marketers immediacy of control over the content, promotions and messaging they present to users across each channel.

Usablenet Powers New Facebook Store

Michael Garrity — Sun, 07 Aug 2011 22:00:00 GMT

Aéropostale has joined forces with technology platform provider Usablenet, a company that focuses on multi-channel customer engagement, for a fully-integrated online store on Facebook.

Usabletnet’s technology platform is known for combining e-commerce and social media, and now it will extend full functionality to Aéropostale’s Facebook ecosystem, turning the retailer's fan page into a one-stop shop for all clothing needs. The new store also allows users to Like and share items and purchases with people in their networks and to instantly review products.

Usablenet has helped numerous organizations extend their brands and websites across multiple channels, including mobile phones and apps, tablets, Facebook, in-store kiosks and others. Among the company's distinguished clients are Macy's, Walgreens, Tesco, FedEx, Victoria's Secret and Coach.

With Aéropostale, however, Usablenet has helped the clothing retailer put its entire inventory up for purchase on the world's largest social network.

“Aéropostale has 5 million Facebook fans that are engaged and connected to our brand,” says Scott Birnbaum, Aéropostale's senior vice president of marketing and e-commerce. “The next logical step is to give them the opportunity to shop while in this environment.”

PayPal Revs Up its Mobile Payments Service

Linc Wonham — Thu, 20 Jan 2011 21:54:00 GMT

Mobile technology company Usablenet has announced a new integration with PayPal’s mobile payments product, Mobile Express Checkout, to enhance payment offerings on mobile websites. Usablenet can now extend PayPal’s Mobile Express Checkout to mobile commerce websites and other supported solutions such as mobile applications, tablets, Facebook and other social media, as well as in-store kiosks.

Usablenet owns a technology platform that extends all website features, functionality and content to customers wherever they are. Its clients include Amtrak, American Airlines, Estée Lauder, FedEx, Hilton, JCPenney and JetBlue.

“Given our significantly shared client base with PayPal, we are thrilled to be able to extend PayPal to mobile and to our other solutions,” said Usablenet President Nick Taylor. “Imagine the power of extending PayPal not only to consumers on mobile phones, but also to those shopping at an in-store kiosk powered by Usablenet or on Facebook where we provide the shopping experience.”

With more than 90 million active users worldwide, PayPal’s total payment volume represents 16.5 percent of U.S. e-commerce and 15 percent of global e-commerce. Over the 2010 holiday shopping season, PayPal experienced a 300-percent increase in mobile payments volume and closed out 2010 with $750 million in mobile payments volume – 50 percent more than the $500 million parent company eBay projected earlier in the year.

“Usablenet empowers top e-commerce merchants throughout the world,” said Bill Zielke, PayPal’s Senior Director of Merchant Services. “By integrating PayPal’s Mobile Express Checkout with Usablenet’s offerings, businesses can enable consumers to speed through checkout securely using their mobile phones.”