Online marketplace e-tailer Bluefly updated its app features to expand mobile to better serve its customer base.

New features for Bluefly customers include decreasing the time spent at checkout via a phone camera to scan and sync credit card information, and connecting customers to the social platforms they use most. Users can now view a curated Bluefly Instagram feed within the app, an option that allows users to shop and discover new items in a native setting. The app also allows Bluefly to set up push notifications, such as real-time updates on new products and promotions.

Carly Rosenberg, president at Bluefly, said, “Following our site redesign in April, we continue to invest in technology innovations that cater to today’s shoppers.” She explained that changes in the digital landscape now has more customers shifting to mobile, and Bluefly wanted to offer customers a seamless shopping experience through an updated app.

The improved app’s capabilities are helped by Mozu’s integrated content management system across the desktop and mobile app. Prior to the app upgrade, Bluefly was working with Mozu’s team to integrate its mobile and traditional desktop sites into one platform. That integration allows Bluefly to push a promotion on the site that shows up simultaneously in both environments.

The company has been operating as an e-tailer for 18 years, but over the past year has been evolving its business model to a marketplace format from an asset-owned business setup. The change is a reflection of the influence of its private equity owner, Clearlake Capital Group. Neel Grover, chairman of Bluefly and operating executive at Clearlake, used the marketplace model when he was former chief executive officer of Buy.com, which was later sold to Japanese e-commerce firm Rakuten.

Under the new format, brands sold on the site control pricing, but then gives Bluefly a commission for each sale. Grover has said the new model benefits brands since they get a higher profit from each sale than when Bluefly had bought the inventory on a wholesale basis under its former platform model.

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