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One Kings Lane aims for cohesive iOS experience with app revamp

Similar to other online flash sale sites, One Kings Lane is increasingly seeing a steady stream in mobile traffic and revenue. In addition to its iOS app, the brand also has a mobile site.

“With this launch we introduced a brand new iPhone app and debuted our first standalone iPad app,” said Greg Fant, chief marketing officer at One Kings Lane, San Francisco.

“Our strategy was to build a universal app and give our shoppers a consistent experience with our brand across both the iPhone and iPad,” he said. “To do this we scrapped all legacy code and UI and built the apps from scratch on a new platform optimized for both devices.”

Mobile improvement
The new  design of the One Kings Lane app is aimed at helping consumers flip through images of products.

For example, users can zoom in on products to get a closer look at an item’s texture or stitching.

Similarly, the app also shows more products on the screen then previously.

Users can also share items via SMS, Facebook, Twitter and email and view a product’s inventory to make sure that something is in-stock.

Consumers can also set reminders to stay in the loop about upcoming sales.

There is also an option that lets consumers shop both vintage and market finds

One Kings Lane has launched a marketing campaign to promote its app. The company is using email, Web and social media to drive traffic to Apple’s App Store.

The app is free to download.

Growing traffic
Mobile traffic has continued to grow for One Kings Lane in the past two years.

This past Memorial Day mobile contributed to 35 percent of the company’s revenue. This is an increase from 17 percent of revenue coming from mobile in the first-quarter of 2012.

Mobile traffic is also growing and represents 20 percent of evening traffic and 50 percent during weekends and holidays.

Given mobile’s ability to trigger spontaneous sales, flash sales sites similar to One Kings Lane are also seeing high mobile adoption.

For instance, Hautelook claims that the company increased mobile sales 20 percent a few weeks after updating its iPhone and iPad app (see story).

“Whether on the go or at home, people are now constantly connected to the Web via their mobile devices, which presents a huge opportunity for One Kings Lane and for the ecommerce industry at large,” Mr. Fant said.

“We’re also very enthusiastic about the two-screen phenomenon, and see the combination of broadcast entertainment and mobile devices as a valuable opportunity to engage with shoppers in the future,” he said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York