Eco-friendly beauty products manufacturer Aveda, a division of The Estée Lauder Companies, is expanding its digital commerce offering with the launch of a new mobile platform.
The new platform, which was built by mobile technology firm Usablenet, came in response to a 300% increase in traffic to Aveda.com in the last year of visitors using a mobile device.
“Mobile devices are fast becoming the communication tool of choice for consumers,” said Russ Moorehead, VP, Aveda Online, via e-mail. “Our new mobile site will help further enable customers to participate with Aveda anywhere, anytime in entertaining and engaging ways.”
The new mobile site, which launched on December 3, includes search and commerce capabilities, as well as product information, beauty tips, a store locator, an e-mail signup and 24-hour customer service. It targets people who are interested in connecting with Aveda on-the-go and is aimed at both acquisition and retention.
“Our goal is to build lasting relationships, with both loyal customers, as well as people interested in experiencing Aveda for the first time,” added Moorehead.
Aveda has long been an early adopter within its parent Estée Lauder group and, true to form, this is the first mobile commerce site among the company’s brands. Aveda was also the first in the group to launch an e-commerce site.
In August 2009, Aveda launched a Facebook fan page, which currently has more than 24,000 fans and a YouTube channel that showcases product demonstration and how-to styling videos.
