Lilly Pulitzer has launched a new mobile website that delivers a smooth shopping experience without requiring an app download. Known as a Progressive Web App (PWA), the technology was developed in partnership with mobile customer engagement company Mobify.
The collaboration was born out of the retailer's need to more quickly and effectively reach shoppers on mobile, its highest traffic channel (accounting for around 60% of all site visitors). Within the first week of launch, mobile traffic was already up 80% and mobile revenue up 33%, compared to the same week in 2016.
Two years ago at the Shop.org conference in Philadelphia, Lilly Pulitzer's President Michelle Kelly spoke to the crowd of retailers about the challenges and opportunities that arise from the rapidly growing pace of technology. At the time, mobile was just becoming an important channel for the brand, and the company was still trying to navigate through the offline and online shopping connection.
"Mobile is much more than a channel for us, it's a lifestyle for many of our customers, and we must serve their mobile-first expectations by offering the best possible experience," said Kim Williams-Czopek, vice president of digital commerce at Lilly Pulitzer. “We saw the opportunity for a superior customer experience and a fast return on investment with a PWA, and we didn’t want to delay either by waiting until our e-commerce replatform was done to address mobile.”
Basically, a PWA allows brands to separate mobile from desktop, without waiting until a larger replatforming project is complete. Using Open Commerce APIs to connect the systems, retailers are then able to improve the mobile experience without risking losing valuable selling time.
According to Mobify, PWA technology improves page speed two to four times by removing page components usually used for desktops websites. The company's research shows that for every 100-millisecond taken off of a homepage load speed, customers see a 1.11% lift in conversion.