Macala Wright: How Marc Jacobs Is Amping Up The Luxury E-Commerce Experience
The retailer relaunches their website, adding comprehensive social features and mobile optimization for immersive online experience.
As e-commerce continues to disrupt luxury brands, Marc Jacobs Intl is one to watch in 2013 with the relaunch of MarcJacobs.com. The relaunched site features comprehensive mobile optimization to increase online traffic and improved visuals in order to provide better product information and detail for customers. Daniel Plenge, Director of Digital for Marc Jacobs Intl, shares that “with the marked increase in both mobile browsing and mobile sales, we sought to create a more visually pleasing, easy to use and ultimately rewarding experience for our clients by balancing usability with functionality. The new site will better the consumer experience and result in not only increased sales, but deeper engagement with our fans and customers.” In order to do this, Plenge and the in-house graphic design team of Marc Jacobs focused on extensive social feature integration.
Here are some of the social highlights:
- Digital Partnerships – The brand partnered with Storify to leverage their API to power the social community part of it’s website, World Of MJ, and partnered with Twitter to create the first ever customized tweet box found on product category and individuals product pages.
- Social Sharing – While most retailers have integrated Facebook, Twitter and Pinterest buttons to their product pages, Marc Jacobs has also added buttons for the social commerce platforms Fancy and Svpply, both of which are niche shopping sites heavily used in the fashion industry.
- MyMJ Love Lists – Customers add items to their Love List by clicking the heart icon on product pages. Customers can then share lists via email, Facebook, Twitter, Google+, or publicly with your friends and family. Friends and family can buy right from the lists.
See some of the visuals below: