The company has partnered with Zmags on the mobile initiative. The company believes that the digital catalogs will help deepen customer engagement across all channels.

“The Container Store’s overall focus has always been making their customers’ lives more simple by offering products that are well designed and save time, and we want to mirror that time-saving, life-simplyfying shopping experience in our e-commerce strategy,” said Catherine Davis, direct marketing director at The Container Store, Dallas.

“We also want to engage our customers and inspire purchases whether shoppers are at their laptops or relaxing on the couch with their tablets,” she said.

“By selecting Zmags to power our digital catalogs, we can offer our customers, especially the growing number of customers shopping via tablet, a stylish and simple shopping experience.”

The Container Store offers a wide array of storage and organization products.

Zmags creates an online content and shopping experience across Web, tablet, mobile, and social channels.

Triple threat
Via the new partnership, The Container Store will create and publish new Web-based digital catalogs every six weeks, with plans to expand into mobile and social channels.

Additionally, the retailer will integrate features such as video and audio into the interactive catalogs.

Currently, consumers can view the company’s newest catalog “Go Organized! Travel Sale” by entering http://viewer.zmags.com/publication/a0f1deaf#/a0f1deaf/1 on their tablet or mobile browser.

The Container Store is promoting its catalogs throughout its Web site, including on the homepage and email campaigns.

“We also promote via our social media channels like Facebook and Twitter,” Ms. Davis said.

All about mobile
The Container Store has been leading the pack in the mobile commerce space.

Last year the company rolled out a mobile-optimized site to increase purchase intent.

Consumers can browse through the company’s inventory and buy products directly via their handset (see story).

The company also has a partnership with Google Wallet (see story).

“We have seen a huge increase in the number of customers shopping our Web site via tablets and smartphones,” Ms. Davis said. “It was clear that we needed to provide a seamless and engaging mobile shopping experience for every customer, no matter what device they were using.

“By using Zmags to provide a carefully curated digital shopping experience to across all channels, we aim to deepen our customers’ engagement with us, inspire more purchases, and all the while of course reinforcing our brand and customer loyalty,” she said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York