Dive Brief:

• Zulily has redesigned its website for the first time, emphasizing a shopping experience that’s tailored to individual customers based on their interests and histories. 
• Recognizing the more than half of its orders are placed via mobile, Zulily also optimized its site for mobile browsing. 
• The redesign is the first of several initiatives set for release this year, according to the the Seattle-based retailer. 

Dive Insight:

Zulily has redesigned its website to meet the realities of mobile-first shopping and better tailor offers to individual users. The revamped discount e-commerce site promises to help increase discovery of the more than 9,000 products it posts every day by bringing customized offers to each shopper, no matter what device they use. Last month, Zulily became one of the first major e-commerce firms to promote an app designed to work with the Apple Watch. 

The company says this is only the first of several initiatives it will release this year to improve the shopping experience, which might be badly needed. Tuesday, the retailer reported a Q1 revenue that missed expectations and posted a dim outlook for the next quarter.