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Rue La La gives multiscreen tips

June 4, 2015 12:15 PM
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Rue La La is a mobile company, said Feng Chang, senior manager of digital marketing strategy, at the 2015 Internet Retailer Conference and Exhibition in Chicago.

Rue La La, a flash-sale retailer and No. 55 in the Internet Retailer 2015 Mobile 500, generates 50% of its revenue and traffic from mobile devices, Chang said. During the holidays, traffic at times jumps to 70%. 90% of its mobile traffic is from iPhones or iPads, she said.

Feng and Joe Stanhope, senior vice president of marketing at Signal, a marketing technology vendor, presented on how retailers can better market to consumers across different screens.

“The more screens [a shopper] is on, the more loyal and the more valuable [she] is,” Chang said.

Rue La La is a members-only site, meaning customers need to login to use it. Because consumers are always identified, Rue La La can track each unique shopper as she moves from device to device. The retailer has 14 million members, Chang said. The cross-device tracking means Rue La La can market to each consumer, for example, with an ad telling her she qualifies for free shipping. Knowing how a consumer arrived at Rue La La’s page and the device she used, the retailer can better predict her behavior and market to her, Chang said.

Retailers should provide consumers with consistent features across all devices, such as not having the consumer start the shopping process over if she changes devices. For example, if a shopper is browsing on her smartphone during lunch and puts an item in her cart in the app, when she goes to Rue La La’s website on her laptop when she is at home, that product is still in her cart.

For retailers who want to start tracking consumers across devices, the duo recommended having a goal, such as incrementally increasing revenue, figuring out which team members will be part of the project, determining how to measure its success and then selecting technology to accomplish it.

To start, retailers should look at where their site traffic stems from and break it down. For example, by knowing not only the app a consumer is using, but the version. If many consumers are visiting the mobile site and not converting, it would be worth making checkout easier.

While retailers are thinking about multiple screens, Stanhope and Chang emphasized focusing on the mobile screen. Many designers are creating content on 26-inch screens, but consumers are viewing that content on smaller smartphones. Chang recommends designing content with mobile in mind first.

Rue La La, also No. 84 in the Internet Retailer 2015 Top 500 Guide, pushes consumers, through messages on its websites and mobile site, to download its app. The company’s emails are deep linked, meaning if a consumer clicks on a link in the email and she has the app downloaded, the app will automatically open to the appropriate page related to the link she clicked, not simply the mobile homepage. Having more consumers use the app means Rue La La can target them with push notifications, Chang pointed out.

Chang also emphasized the importance of dynamic creative, because the first item consumers see must pique their interest. She notes that many retailers are moving toward video and moving images.

 

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