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Subscribe launches new mobile site

By Retail Technology | Friday November 22 2013

Online healthy and beauty retailer works with web development specialists to update online presence for desktops and mobiles in time for Christmas

To prepare for the Christmas shopping rush, Europe’s largest online beauty and health retailer,, has launched a new mobile website and rebranded the desktop website.
In order to improve its in-house development processes and capabilities, feelunique has been working with specialist web development company, Inviqa, which it selected for its track record in designing and implementing complex technical solutions using rigorous development methodologies.
“Online health and beauty is a fast-paced industry and feelunique needed to redevelop its mobile and desktop sites with a look and feel that reflects the calibre of the brand,” explained Maria Murphy, user experience manager at feelunique. “With a very tight deadline of six weeks, the sites needed to be ready in time for the Christmas rush and to coincide with our large TV campaign.”

Rapid mobilisation development
To meet the tight deadline, feelunique turned to Inviqa, which selected the rapid mobilisation platform of one its technical partners, Moovweb, to replace feelunique’s legacy mobile specific site. 

The desktop site was stripped back so that only the core, essential functions that mobile customers would expect, were present. By looking at user behaviour patterns, it was concluded that the experience should be streamlined and simplified, facilitating a quick purchase journey, in a reduced amount of steps. Only the most mobile-focused functions were added, but the platform is flexible enough that extra functionality can be added if customer feedback demands it.
Murphy added: “Feelunique was able to launch a new mobile site without impacting its desktop conversion rate. All the sites now have a seamless feel, with a consistent brand experience across desktop, tablet and mobile.”

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