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Next-Gen Mobile Site Pushes Usable Local Content

Posted on 6.11.2013

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:


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