Retailer Anthropologie is expanding its print catalog to digital platforms with an iPad application designed to increase brand awareness.

The app is being used with Anthropologie’s current fall and winter collection and also features recent news and social media. Anthropologie has previously forayed into mobile with a commerce-enabled optimized Web site.

“Mobile lets brands create multiple touch points, whether it is through a smartphone or tablet,” said Dan Lowden, vice president of marketing at Digby, Austin, TX.

“Wherever a retailer can create a rich experience, it will drive sales, loyalty and serve consumers,” he said.

Mr. Lowden is not affiliated with Anthropologie. He commented based on his expertise on the subject.

Anthropologie did not respond to press inquiries.

Virtual closet
The Anthropologie iPad app lets consumers browse the retailer’s current collection.

The app features spreads from Anthropologie’s print catalog.

Each piece of clothing is marked with a red X that consumers can tap on to learn more about the product.

After selecting a product, a landing page is brought up with additional information, pictures and pricing information about the product.

Here is an example of Anthropologie’s catalog iPad app

Consumers can also quickly glance at all of the products featured on a particular page of the catalog and recommended similar items.

Shoppers can then add items to their shopping basket to buy or store favorite items to view later.

Consumers can also mark specific items as favorites and share with friends and family via Facebook, Twitter and email.

Additionally, users can create custom looks from curated lists and purchase entire outfits.

Anthropologie is looking to increase its social media efforts by embedding the brand’s Facebook and Tumblr pages into the app.

Consumers can also search by category, which includes clothing, accessories and housewares.

Window shopping
By releasing a mobile app, Anthropologie has honed in on making the online purchasing process as easy as possible for consumers.

Anthropologie also recently rolled out a commerce-enabled mobile Web site that lets shoppers browse and purchase clothing items.

However, the app does not include a store locator feature, which is a crucial part of any shopping app.

For bricks-and-mortar companies, mobile should tie the company’s Web site with an in-store shopping experience to differentiate itself from a Web-only channel.

“We find that consumers from our retailers are searching and browsing on smartphones and making purchases in-store or on tablets so being able to buy directly on an iPad app is a good function,” Mr. Lowden said.

“It is important to look at both a tablet and smartphone strategy to create a valuable and great experience for consumers regardless of what device they are on,” he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York