Gucci sees mobile success

12 March 2013

NEW YORK: Gucci, the luxury brand, has far exceeded its mcommerce sales targets following the launch of a new mobile site three months ago.

By simplifying the consumer's buying experience via this channel, Gucci has seen mobile conversion rates increase by 70%, while mobile revenues have risen fourfold.

"There are no extraneous words, and no extraneous buttons," Barbara Rybka, Gucci's digital director, told Fast Company.

"If you look at the average luxury shopper, they consume most information through their mobile devices, even more so than the average smartphone user," she said.

Explaining the reasoning behind the new site, she observed that half of Gucci.com's traffic was coming from smartphone users clicking through on emails. "It was a tremendous opportunity," she stated.

Shoppers can browse simple images on the site's front page and pull down product categories and a shopping cart via a bar at the top of the screen. Checking out then takes a matter of seconds. "The touch is as elegant as the visuals," added Rybka.

She also noted how shoppers are using the new site in stores: "People are going into the store and showing employees the images pulled up on the site," she said.

The initial success of Gucci's new site stands in sharp contrast to luxury brands generally. Recent reports have been critical of the sector's approach to digital commerce.

Foresee, the analytics firm, argued high-end brands were generally underperforming the rest of the US ecommerce sector, and advised them to improve both the merchandising of their goods on their websites, as well as the functionality of the sites themselves.

A report from L2, a think tank for digital innovation, similarly found that a significant proportion of luxury brands had gone to the effort and expense of developing an app, but then not updated them to fix bugs or to meet new technological requirements.

Data sourced from Fast Company; additional content by Warc staff