Yoox Group is going mobile.
The international online apparel retailer, No. 79 in the Internet Retailer Top 500 Guide, launched in April a beta test of a downloadable application that enabled shoppers to use their iPhone to shop online.
In June, Yoox, which in 2008 grew its global web sales by 57.9% to $192 million from $121.7 million, rolled out the mobile application for Emilio Pucci, a line of vintage clothing and accessories. “A mobile web application is the perfect way to blend retail, fashion and technology,” says Yoox founder and CEO Federico Marchetti. “We like to focus on cutting-edge technology in order to give our customers the option to shop on Yoox.com from their iPhone wherever they are this summer.”
Mobile commerce sales for the Emilio Pucci brand have risen about 44% since Yoox rolled out the application, which was developed internally, says Marchetti. The biggest purchase to date came from a customer who used his iPhone to select and purchase a $1,600 suit while standing in line to board a plane. “Sales as a result of the iPhone application have been very encouraging since our soft launch in April,” says Marchetti. “We experienced a worldwide growth in orders coming from iPhones. In particular, the U.S. and Italy have been the best-performing countries.”
Eventually the iPhone application and mobile commerce will be extended to all 13 of Yoox’s web stores, says Marchetti.
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