women'secret adapts its site navigation for smartphones

25 Mar '11

3 min read

Underwear, lingerie and swimwear brand, women'secret, has adapted its website design to make it fully accessible to all smartphones. The brand has also developed a specific application for iPhones.

The brand has adapted its website to make navigating and shopping from any smartphone and mobile device with Internet access easier, faster and more convenient than ever. The mobile version of women'secret aims to meet changing consumer demands and the growing popularity of mobile online shopping by making buying from these phones quick and easy. To this end, the pages are displayed according to the size of the mobile phone being used and navigating between the various sections has been made easier.

Women'secret has also created a specific application for iPhones which is now available at the App Store. The large number of downloads to date is an indication of the success of this latest innovation. With this application, users have fast and easy access to all the latest news and products on offer on the website and at the online store, as well as the videos and catalogues and a store locator.

According to Anna Aubert, the firm's Marketing Director, “women'secret is a pioneer in opting for the Internet as one of the principal channels of communication with customers around the world. Right from the start we focused on creating a highly interactive website packed with contents. The fact that we're a fashion brand means that we have to keep offering our users new and exciting ideas adapted to the latest technologies”, she explains.

Anna goes on to add that “Here at women'secret we are confident that adapting the site to smartphones will further boost our online sales. And the indications are extremely promising, given the results of the first few days and in view of the expected growth of mobile online shopping throughout Europe. With exciting new high-tech projects like these, we expect the online store to rank amongst the chain's top five stores in terms of sales, out of a total of more than 500 points of sale in 48 countries. You have to remember that the average receipt value of an online purchase is almost triple that of our high street stores”.

The online store receives an average of over 300,000 visits a month (according to Google Analytics data). 60% of those visits come from Spain and the rest from other countries. The most popular sections at women'secret.com are the online store – hence the importance of boosting mobile sales -, the exclusive loyalty club members' zone followed by the catalogues, collections and videos. Currently, Spain tops of the current list of countries in terms of online sales, followed by France, Germany, the UK, Belgium and Portugal.

women'secret's presence on the online sales channel dates back to 2000 and the launch of its first virtual store. In 2008, womensecret.com was completely redesigned in order to meet changing market demands and to consolidate its leading position in fashion retail ecommerce in Europe (it sells its products throughout the EU). Since then, online sales have continued to soar, with a rise of more than 50% over the previous year, turning into a strategic sales and communication channel for the chain.

women'secret has 519 points of sale in 48 countries and is part of Grupo Cortefiel, a leader in the fashion retail industry with a network of 1,729 points of sale and four brands: Cortefiel, Pedro del Hierro, Springfield, and women'secret.

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