Gucci targets mobile users
PPR-owned luxury brand Gucci said it will optimise its gucci.com for mobile devices.
Already available in North America and Europe, the mobile website will now be offered in Asia Pacific.
The mobile website was created in response to the growing demand for access to Gucci’s luxury products on mobile devices and allows customers to easily browse and purchase products, whenever and wherever they choose.
The move reflects the growing use of mobile devices by luxury clients as well as Gucci’s increasing investment in digital marketing and e-commerce.
The new mobile gucci.com was designed to deliver the same high-end brand experience that customers know and love from shopping in Gucci stores to smartphones that have become an essential part of customer’s everyday lives, and an increasingly essential part of how they shop.
“Gucci has always prided itself on providing customers with unparalleled shopping experiences, whether in our stores or online. Based on the rapid growth we have seen in mobile purchases it was important for us to create the kind of luxury experience in mobile that we are known for in the industry and that our customers expect from us,” said Gucci president and CEO Patrizio di Marco.
Since the initial US launch in December, conversion rates have increased by over 70 per cent and revenue grew almost four times year on year. The mobile site already accounts for 27 per cent of the total traffic and 13 per cent of total revenue.
Gucci.com operates its e-commerce site in 27 countries but this is the brand’s first website specifically optimised for mobile. Customers in the US and Europe who visit gucci.com on a mobile device will automatically see the new mobile site.
Gucci’s digital teams in Florence and New York collaborated with Brooklyn-based website development agency Huge to create the new mobile site, which is optimised for iOS and Android mobile browsers, the most commonly used devices by Gucci customers.