As customers and retailers look across all touchpoints rather than siloed channels, so IR retailer reviews look at the entire retailer’s eco-system of website, mobile, the use of digital in store and their overall strategy. Longer in-depth analysis of the four areas can be viewed online atwww.internetretailing.net. This issue our reviewers examine Very Exclusive.
MOBILE 16/25 Rob Thurner, Managing Partner, BURN THE SKY
Very Exclusive went out with a prediction that by 2015 every transaction would involve a mobile device at some stage of the customer journey. Its responsive site and native apps looks set to deliver against this vision. Very Exclusive has invested in a mobile optimised site and native apps. Whilst the product ranges accessible by browser and app vary significantly, I’m impressed by some of the functionality of the app, which justifies investing in both platforms. It’s clear VE has a solid understanding of its shoppers, and makes it easy to find, browse and buy. The site and app are heavy on discounting – right from the 10% offer on the homepage, encouraging shoppers to buy now, and pay by instalments.
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