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Lands’ End showcases curated content’s power in mobile shopping

Multichannel retailer Lands’ End is showcasing how curated content on mobile microsites can boost shopping frequency by teaming up with its first guest editor, Zanna Roberts Rassi.

Lands’ End is offering visitors of its site a new, mobile-first experience by highlighting its new microsite on the homepage and driving click-through rates by teasing consumers with new looks and a revamped shopping experience. An increasing amount of retailers are tapping social media influencers and guest editors to curate exclusive looks and styles for fashion-savvy customers in a bid to stand out in the competitive sector.

“There is no question, mobile was a big factor for developing this microsite,” said Steve Rado, senior vice president and chief marketing officer of Lands’ End, Dodgeville, WI. “We know our customers have busy lifestyles and are on-the-go.

“This new approach is a great way to add value to our customers’ Web site experience in an easy-to-shop, modern and streamlined format that’s perfect for mobile and tablets. It works across Web, but is really optimized for mobile and tablet use.”

Social influencers
Consumers who are interested in the fashion world are also typically taken by select social media influencers, who are individuals with large followings and expertise in various topics. Lands’ End is attempting to broaden its customer base by offering visitors the ability to shop stylized content by selected guest editors.

This also provides a more personalized experience for the guest, as it mimics that of a personal stylist appointment.

“We are very proud of the Web site aesthetics and think customers will appreciate the clean and modern look and feel of the site,” Mr. Rado said. “We are also extremely excited to introduce our customers to curated collections.

“Currently the microsite features five collections of items across the line for women, men and kids curated by our first guest style editor Zanna Roberts Rassi, senior fashion editor for Marie Claire magazine. Our hope is that the site will help customers gain inspiration and ideas for how to wear and style items.”

Some of Ms. Rassi’s top picks include canvas totes, new flip-flops and UPF 50 swim shirts.

Once the user visits the site on his or her mobile device, he or she will see the top part of the homepage dedicated to Ms. Rassi, along with a link to shop the curated content.

After clicking through, consumers can scroll through the microsite and read a quote from Ms. Rassi that is relevant to each collection. For example, she promotes the swimwear collection by saying ‘Swimwear has become so much more than what you wear when on a family vacation.’”

Other curated collections include sporting gear as well as vacation clothing.

“Web-based shopping is increasingly shifting towards mobile,” said Shuli Lowy, marketing director at Ping Mobile, New York. “Retailers are employing a mobile-first approach because most of them see that their traffic is coming primarily from mobile devices.

“The majority of consumers who come across a site that isn’t mobile-optimized on their phones will immediately leave the site,” she said. “Companies who want to retain mobile site visitors know that they must take on a mobile-first approach, ensuring that they are providing an excellent UX on the platforms their consumers are likely interacting with them on.

“Lands’ End is being extra attentive to the mobile experience; no doubt that will translate into better traction for this campaign.”

Curated content
Lands’ End is not the only online retailer enticing users with curated content from pre-selected individuals.

This past May, Rue La La enabled mobile and online shoppers to sample cotton items from top brands such as Hudson Jeans and Springfield as part of a new partnership with Cotton Inc. that saw the flash sales site offer a series of four curated cotton collections (see story).

However, one detracting factor from the campaign is the lack of spotlight on the #ZannaSpeaks hashtag, which is featured on the microsite and could be a useful communication tool.

“One of the odd things about this campaign is that the chosen hashtag, #ZannaSpeaks, is not used by Lands’ End or Zanna Roberts Rassi on Instagram or Twitter,” Ms. Lowy said. “The two haven’t even tagged each other in their posts about this campaign.

“The move is somewhat unusual as a brand-ignited campaign with a hashtag usually starts with the key partners posting content using the hashtag.”

Other brands are also tapping social media influencers for their mobile marketing efforts.

A Schick executive at the 2015 Mobile Marketing Association Forum New York affirmed that tapping social media influencers on YouTube catapults the effectiveness and reach of mobile video advertising, provided that the influencers are allowed creativity to expand on the brand’s message (see story).

Lands’ End believes its microsite will streamline the shopping process by enabling consumers to scroll through seamlessly.

“It was designed to complement and enhance the current site and to provide a seamless mobile experience,” Mr. Rado said. “Once on, customers can cross navigate to cleanly move between both areas of the site.

“The microsite will be available alongside the classic Lands’ End site indefinitely and features the same checkout process across the Web site.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York