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Levi unzips mobile quizzes, personalized emails to drive loyalty and conversion

RANCHO MIRAGE, CA ? A Levi Strauss & Co. executive at the Mobile Shopping Summit 2015 said the brand focuses on leveraging interactive features such as mobile quizzes and personalized emails to showcase the fit and style of its denim while supporting the 50 percent of traffic stemming from smartphones.

During the ?Keynote: The Impact Of Mobile On Conversion? session, the executive revealed that the company has experienced a 20 percent drop in conversion rates despite the significant amount of mobile traffic. Therefore, it has integrated unique styling and fit features across mobile and desktop to keep customer engagement high and better bridge the digital world with that of its bricks-and-mortar presence.

?I think it?s a mistake for any of us to talk about mobile in isolation,? said Brady Stewart, vice president of global ecommerce operations at Levi Strauss & Co., San Francisco. ?That?s not the way consumers think about it.

?It?s all integrated and interwoven, and that?s the important thing that we as brands and retailers need to recognize.?

Solving real issues
The competitive retail sector can make it difficult for brands to create enough disruption to gain more fans and engagement. One solution to this conundrum is ensuring that a mobile site or app exists to solve a real customer problem or fill a void in the space.

?It?s not enough to understand that people are on their phones all the time; it?s important to understand what they?re looking for,? Ms. Stewart said.

Levi has found that consumers are less likely to purchase on mobile, as many individuals prefer trying on jeans in-person to find the most optimal style or fit. However, mobile is still an imperative part of the browsing and purchasing journeys, as it has massive potential to spike interest in a brand?s products and fuel further research.

According to statistics used in Ms. Stewart?s presentation, mobile traffic is set to jump seven times higher in the next four years. Additionally, seventy percent of shoppers check their smartphones before making a purchase, proving that mobile devices are paramount research tools.

Enticing consumer interest
While denim is a purchase that many consumers prefer to make in-store, Levi understands that it has the power to inspire users on mobile. Providing enhanced digital assets could be the make-or-break strategy that persuades a customer to buy a pair of Levi jeans rather than that of a competing brand.

This past August, Levi?s continued its expansion of digital offerings by rolling out a mobile-optimized microsite featuring content from five emerging musicians and corresponding video tutorials on how to wear the brand?s latest denim styles (see story).

Levi sought to give individuals more styling tools on mobile to allow them to better visualize how a pair of its jeans might fit their body types. It tested quizzes to determine best fits and styles, as well as a body scanning tool, and opted to integrate the best player into mobile and desktop.

This resulted in good conversions, which suggests that retailers must complement their in-store experiences with additional features to make shopping unique.

Consumers look to style quizzes for inspiration

Personalized emails and loyalty have also been significant conversion drivers. Levi has a 70 percent open rate for emails, all of which are customized to users? favorite product styles.

?In essence, what we?re looking to provide to the world is a seamless experience,? Ms. Stewart said. ?I think that?s what every brand should be trying to do right now.

?I can tell you it?s a journey,? she said. ?The most important part is to keep the consumer at the center of that.

?They don?t want to differentiate across channels.?

Final Take
Alex Samuely, staff writer on Mobile Marketer, New York