Mobile Commerce: The Iconic’s App Holds its Shine

Announcing more than 500,000 app downloads in the past nine months, it seems heavy investment on m-commerce has paid off for Australia’s fast-moving fashion pureplay, The Iconic.

Launched in September 2013, the app reached the top spot in lifestyle apps for both Android and iOS within its first month. Now with half a million downloads and claims that 50 percent of total traffic occurs via the app, it’s clear The Iconic have hit on a winner for their digital strategy.

The mobile-first responsive website boasting superior load times of under two seconds and a recent win for Australia’s Best Mobile Commerce Site/Application at the 2014 StarTrack ORIAS also sees the e-tailer flying high on the success of their mobile strategy.

Offering a seamless shopping experience, users can smoothly synchronise their The Iconic customer accounts across desktop, mobile and tablet devices. Providing the same easy and straightforward shopping experience as the online store, users can complete purchases in app through a variety of payment methods. With the entire path to purchase replicating the online journey, the app ensures a consistent shopping experience across all platforms. 

Speaking of the app and its success, Adam Jacobs, Managing Director and Co-Founder of The Iconic, said the initiative is all about making the online shopping experience easier for consumers. 

“We pride ourselves on making fashion as accessible and hassle free as possible. The Iconic app means customers are able to enjoy The Iconic experience wherever their busy lives take them.”

The Iconic
The Iconic aims to have shoppers purchasing effortlessly across all versions of its online store.

With the e-tailer evolving to meet the changing demands of its tech savvy and fashion loving customers, the strong focus on mobile usage is a required strategy.

“We have experienced a rapid transition from e-commerce to m-commerce, and we’ve continued to invest in and develop solutions which create the best experience for our customers’ fast-paced lifestyles,” Jacobs said.

The Iconic’s shopping experience is tailored to fashion with the online store featuring high resolution images and editorial style features and content. With the app featuring the same high quality imagery and a simple swipe and touch interface, the shopping experience is seamlessly presented on each platform.

For Jacobs and the leadership team, that meant working closely with the retailer’s in-house development resources on an ongoing basis.

“We worked closely with the developers to take advantage of the unique features of each platform while providing consistency across platform features such as catalogue sorting and filtering.”

Another successful element of The Iconic’s mobile driven digital strategy was the app’s showcase at the Virgin Australia Melbourne Fashion Festival.  In an Australian first, the app was used to live stream the River Island “Shop the Show” campaign. Viewers were then able to use The Iconic app to shop the runway fashions in real time, with the offer of 3-hour delivery in both Sydney and Melbourne. The campaign was, unsurprisingly, a hit for the pureplay.

“The solution worked perfectly on the day, easily coping with the sudden burst of more than 10,000 viewers for the show.”

Following on the success of The Iconic app, a freshly launched mobile site, worthy accolades and fun digital campaigns, The Iconic continues to set a high standard for Australian online retail. 

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