Lingerie retailer Fleur du Mal has rolled out a mobile pop-up store experience that targets users with mobile-only product offerings and deals that are triggered by a consumer?s location.

The company has tapped Usablenet to help execute the mobile effort. The next-generation mobile Web experience also features an interactive user interface and deep social integration.

?Luxury lingerie retailer Fleur du Mal is an online only brand, and as a result, their digital and mobile presence are both crucial to the success of the overall business,? said Carin van Vuuren, chief marketing officer of Usablenet, New York.

?To achieve success, Fleur du Mal wants to engage with its customers on mobile by creating a fast and context-rich experience,? she said. ?Fleur du Mal embodies luxury, and the mobile experience reflects the aesthetic and mobile vision of the brand.

?The Fleur du Mal mobile vision is to create even more engagement with customers and to use mobile to support planned promotional events such as pop-up shops.?

Creating experiences
Through the partnership, Fleur du Mal is leveraging Usablenet?s U-Control content decision tool to manage content, promotions and messaging delivered via the mobile browser in real-time.

Furthermore, the mobile experiences include a mobile pop-up store functionality that lets the company create a store-within-a-store to target users of the mobile site with product offerings and special deals.

Using geolocation, Fleur du Mal is able to deliver targeted campaigns and functionality to users, based on pre-determined triggers such as entering a specific location or event.

?Beyond being a luxury lingerie retailer, Fleur du Mal is a digital brand, establishing its ecommerce site as the first touchpoint to interact with customers,? Ms. van Vuuren said. ?The new mobile sites gives Fleur du Mal's customers another touch point to interact with the brand and discover and find their favorite products.

?The unique next-gen mobile features include touch-optimized user interface for faster test completion, deep social integration enabling customers to participate in brand's social interactions and a first-of-its-kind ability to create and host mobile pop-up store content,? she said.

?With their next-gen mobile site, Fleur du Mal can effectively reach and engage their discerning customers with an innovative and personalized experience.?

More efficient
Fleur du Mal also claims that the new mobile experiences is faster and provides consumers with easy access to product pages.

Using social, the company has integrated Instagram and Twitter feeds to further connect with consumers on a deeper level.

?Brands need to focus on deploying next-generation mobile sites that are incredibly fast, provide more context-rich experiences and focus on making task completion easier,? Ms. van Vuuren said.

?We'll see greater focus on improving the user interface at critical stages of the journey, such as cart and checkout,? she said.

?In addition, we will see mobile payments continue to accelerate as brands aim to streamline purchasing and consumers embrace mobile forms of payment.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York