With Palm Beach as its birthplace, Lilly Pulitzer is the authority on Resort Wear. Founded in 1959, the brand has grown up with an innate understanding of the perfect styles to take you from a day at the beach, to happy hour on a palm-shaded terrace.
While other brands of its generation have struggled to adapt to the evolving expectations of mobile consumers, Lilly has created an exceptional app where their most loyal customers can go to shop, share, and engage with the brand.
To create the best possible mobile experience, Lilly wanted to build on the superb customer experience the brand is famous for, while also creating exciting new opportunities for engagement. To do this, they would need to deploy multiple third-party analytics and engagement services into the app, which meant the marketing team at Lilly needed to establish processes to easily test and onboard vendors.
With the dual goals of 1) avoiding extensive engineering commitments and 2) managing competing priorities from internal teams during integration, Lilly decided to invest in a tool that could streamline data management and productivity, and would make it easy to test new methods of mobile user acquisition and retention.
Given the brand’s focus on user experience, Lilly Pulitzer decided to start with deploying push notifications for re-engagement and deep linking to move users to and from their app without disruption.
Rather than custom coding each integration into the app, Lilly turned to mParticle for a modern data infrastructure solution that could drive frictionless testing and implementation not only of these initial tools but also of new vendors into the future.
1. Improved overall app user experience
“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
Rather than implementing and maintaining each SDK directly, Lilly created a better user experience by employing mParticle as its data layer. That meant a faster, more stable app, and also fewer app store updates.
It also helped the team squash bugs more rapidly before they reached the user. 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.
2. Faster time to value with marketing and customer experience initiatives
With instant access to more than 130 integrations through the mParticle platform, Lilly was able to effectively test and onboard new vendors immediately, in minutes as opposed to months.
For example, they were able to quickly deploy a new deep-linking vendor, which led to 8,000 installs of the Lilly Pulitzer app within 90 days. They were also able to launch a new push notification solution, which led to a 40% increase in push notification opt-ins. Without a proper data infrastructure, the time to value on both of these initiatives would have been significantly delayed.
3. Significant reduction in engineers hours required to support third-party code
An additional benefit of using mParticle’s data layer, as opposed to implementing and maintaining each SDK directly, was that Lilly could significantly reduce engineering hours needed to support and maintain third-party code. These hours could them be redeployed into improving the core user experience, including features and functionality unique to the Lilly brand.
In the fast-moving mobile space, data can be both a challenge and an opportunity.
By thinking bigger about their data and investing in a data layer, the marketing team at Lilly Pulitzer was able to engage existing customers more deeply, drive new users to the mobile experience more quickly, and propel the brand forward as a mobile retail leader.