Luxury lifestyle lingerie brand Fleur du Mal has launched a context-rich, next-generation mobile web experience in partnership with Usablenet. The unique mobile experience features touch-optimised UX, deep social integration, and the world’s first mobile pop-up store.

Fleur du Mal has leveraged Usablenet’s U-Experience platform to create a personalised mobile web experience that enables seamless discovery and engagement. In addition, Fleur du Mal is using Usablenet’s U-Control content decision tool to dynamically manage the content, promotions, and messaging delivered via the mobile browser--independently from the desktop--in real-time.

The innovative mobile pop-up store functionality enables Fleur du Mal to create a 'store within a store' to target users of the mobile site with unique product offerings and special deals. The geolocation-enabled pop-up provides Fleur du Mal with the flexibility to deliver targeted campaigns and functionality to users, based on pre-determined triggers like entering a specific location or event.

Fleur du Mal is using U-Control to quickly and easily deploy functionality and manage pop-up store campaigns.

To drive social engagement, the mobile site includes dynamic feeds for Instagram and Twitter, with easy access to popular social channels that enable users to share their favorite products.

“Our brand is all about inspiring a very intimate experience, and we sought to create a mobile identity that enables our customer to have a great relationship with the brand,” says Jennifer Zuccarini, founder of Fleur du Mal. “Usablenet enabled us to create a mobile experience we can strategically use to drive engagement on our customers’ most personal device: their mobile phones.”

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