Guc­ci.
Mo­bile Lux­u­ry.

For Gucci, we created a mobile purchase experience that's as seamless as it is luxurious.

Overview.

Mobile luxury.

Huge partnered with Gucci to create a best-in-industry ecommerce experience.

Huge partnered with Gucci to optimize the international luxury brand's digital offering for mobile to boost sales and drive conversion on smartphones and tablets around the world. One of the world’s best-known and established luxury brands, Gucci engaged Huge for both short-term and long-term digital solutions. From a brand perspective, the iconic Italian label had its sights set on a full redesign of its digital presence, but from a business perspective, it wanted to seize a mobile sales opportunity right away. While already selling through its online boutique, Gucci.com was not optimized for mobile phones or tablets. Huge’s task was to bring the luxury, service and ease of the in-store shopping experience to smart-phones and tablets. The design and user experience challenge was to maintain a premium feel while telling a compelling story about the brand and its products, making the purchase journey seamless and intuitive.

Bridging the gap between storytelling and commerce was key, and Huge looked for a method of integrating the brand’s original content into its digital experience. On a technical level, Gucci’s online environment needed to be one that provided a consistent, responsive experience that accommodated consumers on a global scale. We created a responsive experience that blends best-in-industry eCommerce with rich product imagery, history and editorial content.The redesigned site features rich media, including videos, 360-degree views, and active zoom, and a new blog furthers this brand story and connects with the catalogue to tell deeper stories, like the craftsmanship, histories and notability of products. Applying learning from previous luxury eCommerce projects, we made the products the heroes of every page, spotlighting big, high-resolution images and letting description and price fall below the fold. Knowing that Gucci customers (and luxury shoppers in general) tend to purchase only one expensive item at a time, we expedited the checkout process and condensed it into three simple steps.

Personalization, curation and rich content enable consumers to build a brand relationship that extends far beyond browsing and purchase. To customize the experience for global customers, we developed versions for multiple regions across Asia, Europe and the Americas, complying with the extensive region-specific rules governing online transactions (notably in Korea, Japan and Italy). Additionally, an account dashboard allows users to define their preferences and manage orders, while a wish list helps users collect Gucci products over time. Finally, in order to facilitate repeat purchases, we made sure the mobile sites stored personal and billing information.

To ensure consistency across devices and screens, Huge created a navigation structure, footer, page template and style guide that works equally well across iPhone, iPad and Android. In addition, for product grids and collection pages, we created separate templates to accommodate different screen sizes. What’s more, faced with an imminent holiday shopping season, Huge was able to complete the entire tech build on a rushed eight-week time frame.

Within just one month, revenue from mobile had increased almost fourfold thanks to a 150% increase in traffic and a 70% increase in conversion rates. The website was also praised by the research firm L2, naming Gucci as the most digital luxury brand, highlighting its customer service, content integration and shoppable features, as well as the brand's visibility on third-party ecommerce sites. Several awards followed, including the prestigious Digiday MOBI Award for Best Mobile Website.

Work.

  • Commerce.
  • Content strategy.
  • Data science & analytics.
  • Technology.

Challenge.

While Gucci had an existing ecommerce platform, the current site lacked a seamless experience for mobile and tablet users, which was increasingly becoming the main source of online sales. Our task was to bring the luxury, service and ease of the in-store shopping experience to these mobile devices. The design and user experience challenge was to maintain a luxury feel while communicating a compelling story about the brand and its products, while making the purchase journey seamless and intuitive.

On a technical level, Gucci’s online environment needed to provide a consistent, responsive experience that accommodated consumers on a global scale. Bridging the gap between storytelling and commerce was key as we integrated the brand’s rich original content into a scalable digital experience.

Huge was able to streamline the shopping and transaction experience without compromising our rich and immersive brand aesthetic.


Gucci.

Approach.

We blended best-in-industry ecommerce with rich product storytelling through imagery, history and editorial content. The redesigned site features immersive videos, 360-degree views, active zoom and a new blog to connect the catalogue to deeper stories of craftsmanship, history and notability of products. We made the products the heroes of every page, spotlighting big, high-resolution images and letting description and price fall below the fold. Knowing Gucci customers (and luxury shoppers in general) tend to purchase only one expensive item at a time, we expedited the checkout process and condensed it into three simple steps.

As part of this initiative, Gucci wanted an ecommerce platform that provided an enterprise scalable solution. Huge undertook vendor evaluation and recommendation for the technology platform to enable the vision for the new Gucci.com. Huge teams collaborated closely with stakeholders across Gucci to identify and prioritize business, operational, and technical requirements for the new platform.

Outcome.
150%
Increase in traffic.
70%
Increase in conversion rates.

Nike.
SNKRS.

We worked with Nike to tap straight into the core fanbase of sneakerheads with a powerful new digital platform. Exclusive drop information, shoe customization options, and one touch buying helped engage the die hards throughout the experience.