L’Oréal-owned Lancôme has developed its online presence with the launch of a new progressive mobile web platform, in collaboration with leading provider of mobile customer engagement technology, Mobify.

The new web presence creates an app-like experience for the user, and heralds a new direction for mobile web, with the company choosing Mobify for its experience in mobile web revenues and competitive advantage.

Lancome’s phase-one launch of Mobify’s Progressive Mobile technology encompasses facets of Google-pioneered Progressive Web App functionality, and provides other app-like features designed to engage online and in-store shoppers.

Malik Abu-Ghazaleh, Vice President Digital Marketing & eCommerce at Lancôme’s parent company L’Oréal, said, “Working with Mobify to deliver our new Progressive Mobile website is about laying the foundation for better ways to reach and engage with customers through personal communications, individualized shopping experiences, and tailored, contextual services based on customer journeys from discovery to checkout.

“With our new Progressive Mobile website we’re able to reduce page loads with a fast site that’s ready to deliver all the latest mobile customer engagement features to meet the needs of our shoppers in the moment.”

Indeed, the new app is said to load two to four times faster and increase conversion rates.