Experian to launch digital catalog app next year

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Experian Marketing Services is building a catalog application for the iPad and all Android devices, Jeff Hassemer, VP of product strategy, told Direct Marketing News. The product will be available in the first quarter of 2012.

The marketing services firm is in talks with several clients to launch a beta version of the app, which will let brands download their entire print catalog into a tablet application. Within the product, consumers will be able to view rich-media content, such as videos, and make purchases without leaving the application.  

The iPad app will be Experian's first priority, but the company will ultimately offer the product for all Android devices as well, said Hassemer.

“The iPad has a 98% market share, so you know where we're going first,” he said.

Experian will also adapt the product for mobile phones, if clients choose that option.

“It's a natural leap to apply technology that allows somebody to view a catalog via a tablet,” he added. “It's a very easy transition. Supporting that effort is a huge opportunity for us as a business because it helps us migrate clients to the new digital reality they're facing.”

Google launched an app for the iPad in August that enabled retailers to digitize print catalogs and embed rich-media content. Catalogs from more than 50 companies, including, Macy's, Pottery Barn and Sephora, were available at its launch.

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