Lover.ly is a wedding and shopping engine that lets brides and grooms search for inspiration and shop for their big days by pulling in products from more than 2,000 brands. The app revamp is the result of more mobile traffic and commerce coming  since launching 18 months ago.

“Lover.ly knows that brides and grooms today are more time-pressed than ever,” said Kellee Khalil, founder/CEO of Lover.ly, New York.

“They need savvy solutions that will help them plan and shop when they are out meeting with their vendors or in-store registering,” she said. “Our updated iOS app enables transactions via our partner sites; users can compare and buy via their iPhones.”

Shop on mobile
Lover.ly’s mobile app was recently updated so that consumers can shop the brands directly from within the app. The company claims that 30 percent of its traffic comes from mobile.

The commerce-enabled features also reflects the significant amount of usage that mobile is making. Lover.ly’s mobile users ‘love’ or save images 250 percent more than desktop users.

When consumers open the app, they can search for products that are grouped into dresses, shoes, jewelry, flowers, food and drink and accessories. Alternatively, consumers can search by color.

Once consumers find a product within the app that they want to buy, they can click-through to the brand’s site to shop the look.

The products can also be ‘loved,’ added to a list or shared via email, SMS, social media or saved to a mobile device’s camera roll.

In addition to shopping, Lover.ly’s mobile app has been updated so that brides-to-be can view the tags in photos to identify the vendor associated with an item. Users can then check out and shop products provided by the vendor straight from an image.

The feature lets consumers flip between viewing which items are popular and which they can shop automatically. Links to the blogs associated with an image can also be pulled up via the app.

Lover.ly’s app has also been updated with a new search service that lets consumers receive image and bundle suggestions based on an original query. The search option also helps consumers filter down products by brand name.

Designed for mobile
Lover.ly brands sell 250,000 products via the app and site. The site also includes 18,000 wedding vendors.

The company claims that its app has been downloaded 75,000 times since launching in April, reflecting how consumers are increasingly looking to make significant decisions and purchases while on the go.

“Mobile is a huge focus for Lover.ly, it not only delivers upon our promise to make wedding planning simple and more fun, but it extends the reach of Lover.ly’s 2,000 brand and retail partners currently featured on the platform,” Ms. Khalil said.

“With 30 percent of Lover.ly’s site traffic coming from mobile and users ‘loving’ and ‘bundling’ images 250 percent more on their iPhones, Lover.ly’s brand partners and vendors are reaching active brides and grooms at critical time during the purchase funnel,” she said.

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