Consumers can access the optimized site by going to discover.vitacost.com on their tablet browser. The company tapped Branding Brand to execute the tablet site development.

“For many clients, tablet users spend more money than desktop or smartphone users,” said Chris Mason, co-founder/CEO of Branding Brand.

“In addition to average order value, the peak times and items purchased are also different,” he said. “Retailers who provide tablet-specific experiences are being rewarded for catering to these unique use-cases. 

“On average, tablet-optimized sites increase conversion an additional 10 percent.”

Shopping experience
Through the tablet-optimized site, consumers can shop from a variety of categories such as vitamins and supplements, sports and fitness, herbs, diet, beauty and personal care, baby, food, professional lines and medicine cabinet items.

Furthermore, consumers can shop by specific brands and sort their search by top selling items, new ones, ratings and price.

There is also a search function at the top of the screen that lets consumers enter a specific keyword to look up a product.

Via the new optimized-site, consumers can also sign-in to their account and add items to their favorites list.

Moreover, users can drag items to add them to their cart.

The tablet site is also interactive.

For example, consumers can scroll horizontally to browse products and view prices.

When users tap on a specific item, a tab pops up where they can browse reviews to see what others are saying, learn more about the product, as well as check out its nutrition and ingredients.

Importance of mobile
Nowadays, it is very important that marketers optimize their shopping experience across all platforms.

Consumers do not like to pinch-and-zoom. And, when it comes to shopping, it is all about convenience.

Tablets are increasingly become more popular. Therefore, more marketers need to create optimized experiences for them.

“The Vitacost HTML5 tablet site is a prime example of mobile’s ability to connect and enhance online and offline worlds,” Mr. Mason said.

“Now, at-home users can enjoy the serendipitous discovery of in-store experiences,” he said. “We are changing the way people shop and interact with retailers.”

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