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Urban Decay to launch mobile site for beauty shoppers

The company is currently leveraging the Demandware Commerce platform to build a mobile commerce storefront. In addition to its upcoming mobile commerce-enabled site, the company has also relaunched its Web site using Demandware’s platform.

“We see that our customers are already embracing mobile commerce as we watch transactions increase monthly,” said Katherine LaFranchise, director of ecommerce at Urban Decay. “The strategy with our mobile site is to deliver an optimized experience that is not only simplified, but rich, informative, and engaging.

Urban Decay is a cosmetic line supplying women of all ages.

Demandware is a provider of software-as-a-service ecommerce solutions that enable companies to easily design, implement and manage their own customized ecommerce sites, including Web sites, mobile applications and other digital storefronts.

Mobile makeup
According to Ms. LaFranchise, the company will incorporate video, which will be used to showcase certain Urban Decay looks.

Additionally, Urban Decay will also highlight the products used in each particular look.

The mobile site will integrate ratings and reviews so that consumers can see what others have to say about products they are considering buying.

“A customer who may be in-store is then given the ability to easily access the power of existing customer sentiment on any given product,” Ms. LaFranchise said. “In general, we want to deliver quality content, and the ability to shop from anywhere in the most engaging way possible.”

Mobile possibilities
The new mobile site will give our customers another touch point through which they can interact with our brand from anywhere they may be, per Urban Decay.

“We see how quickly mobile is outpacing other retail channels, and most importantly, the vast majority of our demographic is always-connected, always-on,” Ms. LaFranchise said. “It just makes sense for us as a brand to be where they are already.

“Mobile will be a natural companion to most everything we do,” she said. “We’ve been using QR codes for a while now, and plan to continue to deliver certain content in that way.

“Location based services present a variety of opportunities for us. We also see significant advantages with our mobile site as we expand our reach into additional markets.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York