As many brands of its generation have struggled to adapt to the evolving expectations of mobile consumers, Lilly Pulitzer, founded in 1959, has created an app that serves as the hub for their most loyal customers to be inspired, shop, share, and engage. How did they do it?
Integration is the key. As Kim Czopek, VP of Digital Marketing at Lilly Pulitzer, explains: “We really see mobile and our app as the link between the stores and our digital world, and the key to our omnichannel strategy.”
Instead of looking at mobile as just another a sales channel, Lilly uses its app to enrich customers’ daily lives, enabling customers to not only see the brand’s newest products but also see check out how others are wearing Lilly pieces in real life and join the conversation by uploading their own content.
Marrying data and creativity
Underpinning Lilly’s mobile-centered, omnichannel experience is a robust data strategy.
Having scarce engineering resources internally, Lilly uses mParticle as their customer data platform to deploy a host of third-party marketing and analytics solutions while maintaining a single view of the customer.
A “crawl, walk, run” approach
After implementing mParticle initially, Lilly started with deploying push notifications for re-engagement and deep linking to move users to and from their app without disruption. Using a central data platform enabled the team to not only deploy these features faster, but also resulted in a faster, more stable app as a result of removing individual vendor code.
“Within weeks of implementing, we saw a faster, more stable app as a result of removing individual vendor codes.” – Kim Czopek, Vice President of Digital Commerce
It also helped the team squash bugs more rapidly before they reached the user. For example, in one testing instance, Lilly identified two external integrations competing for screen priority, which might have negatively impacted the customer experience. By simply pausing data flow to these integrations through mParticle, Lilly was able to determine which process should get priority before initializing them in the app.
The solutions they enabled through mParticle had a rapid impact, generating more than 8,000 installs of the Lilly Pulitzer app within 90 days.
With instant access to 175+ integrations through the mParticle platform, Lilly is now able to test and onboard new vendors immediately, in minutes as opposed to months.
An additional benefit of using mParticle’s data layer is that, as far as integrations are concerned, Lilly no longer needs to worry about engineering costs or dependencies. Instead they can just focus on what’s best for the customer — a tradition that has served them well for nearly 60 years.