NBCUniversal?s DailyCandy has unveiled a new multiplatform redesign that reaches across the company?s mobile application and site to help users discover more personalized content.

The DailyCandy Scout app has been redesigned to more closely match the company?s Web site with relevant information. In addition to the app revamp, DailyCandy has also relaunched its mobile and Web site.

?What makes mobile specifically crucial to our current and future plans is that DailyCandy is deep in trusted local content,? said Alison Moore, general manager of DailyCandy, New York

?And while we are able to give our audience the option of customizing this content for their desktop experience, due to geo-location with mobile devices the opportunity to provide DailyCandy?s impressive up-to-the-minute compendium of local content is huge,? she said.

?So for both our mobile Web experience and with the new version of our Scout app, we are able to geo-locate the user and provide them with our expertise on the best restaurants, shops and events in their area.?

New look
Geo-location and personalization both play a big role in the DailyCandy revamp.

The app uses content that consumers select during the day to tailor and personalize the kinds of in-app content that they are served. Examples of content include fashion, beauty and restaurant stories.

Content is also served based on a consumer?s location and hones in on the user?s exact location. Content that offers local recommendations will then be served up to consumers.

There is also a new saving feature that lets consumers save pieces of content to save for later.

The Scout app is also positioned to incorporate more crowdsourced information so that user-generated content and content from DailyCandy editors flow seamlessly together.

For instance, the app lets consumers upload their favorite ?Scouted? items ? which are pictures from stores, sample sale, restaurants and local events ? that will be featured alongside content from editors.

DailyCandy is promoting its Scout app on its Web and mobile site.

Canon is DailyCandy?s primary relaunch advertising partner and is integrated into all platforms.

Additional advertisers include American Express and Tiffany and Co., both of which are also taking a multiplatform approach, according to DailyCandy.

Advertising opportunities are focused around native ad units that combine content with digital experiences.

For example, a custom navigation bar can be integrated with an advertisement and categories of content can be sponsored.

Web refresh
DailyCandy has also refreshed its Web site and mobile site with content that mixes national and local coverage together.

The cities that receive local coverage are Los Angeles, Atlanta, Chicago, New York, San Francisco, Boston, Miami, Dallas, Seattle, Washington and Philadelphia.

Additionally, content will be refreshed several times a day and will be time-stamped in a feed that streamlines how consumers read stories.

Social also heavily influences the new redesign with options that let consumers share content across Facebook, Twitter and Pinterest.

DailyCandy claims that the site now contains twice as much content as it did before the revamp.

A sidebar slides out from the left-hand side of the screen on the mobile site to filter content across seven different verticals ? fashion, beauty, entertainment, food and drink, home, kids and video.

The bottom of the sidebar features a call-to-action for consumers to sign up for Daily Candy?s email newsletter, which is also being refreshed.

The new email strategy will focus on visuals and link users straight to the company?s site for a more in-depth look at the promoted item from an email.

?As far as mobile is concerned, we?re seeing tremendous growth in mobile traffic, and we wanted to make sure we optimized for touchscreens, a faster experience and more access to content,? Ms. Moore said.

?We started our personalization efforts putting mobile first to learn from our users and enhance our features on site and off as we foray into commerce, video and other large initiatives moving forward,? she said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York