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Lingerie Brand Figleaves Reveals Mobile-first Strategy

Tim Maytom

figleaves sunset beach swimwearLuxury lingerie retailer Figleaves has teamed with cloud commerce solutions firm Demandware to form the foundation of its new mobile-first strategy that aims to enhance the customer experience with multi-channel retailing.

Figleaves is working closely with Demandware to create a unified cross-channel experience that engages customers with dynamic content, introducing new features designed to personalise the overall experience for shoppers.

In addition, Figleaves is refreshing its online store with responsive design so consumers can access the same dynamic content on desktop and mobile devices.

"since establishing in 1998, Figleaves has grown into a retail destination that shoppers trust for quality and innovation, and Demandware Commerce Cloud will allow us to maintain this position by opening up new possibilities for us to build on our online community," said Tom Fitzgibbons, head of web and IT at Figleaves.

"We are confident that Demandware will allow us to continue innovating with the consumer shopping experience by developing new initiatives that promote greater integration across various channels and devices."

Figleaves' UK website receives over 1.2m visitors each month, and delivers to over 100 countries. It currently has two separate websites, for the US and the UK markets, and part of Demandware's work will be unifying these, enabling the retailer to expand into new territories and markets and increasing speed-to-market with like-for-like currencies and languages.

"Figleaves previously relied on a bespoke solution, which meant that reacting to customer demands or keeping up with competitors was reliant on the knowledge and skills of its internal development team," said Andrew Gilboy, vice president EMEA at Demandware. "By adopting our cloud-based approach then Figleaves will have access to the latest technology so it can concentrate on delivering a seamless user experience that is consistent across channels and devices."

Don’t forget to enter the Effective Mobile Marketing Awards. The Early Bird deadline for submissions is 22 July. More details here.