Office Depot debuts iPhone app with cross-channel shopping cart
Office Depot has launched a mobile commerce iPhone app that allows consumers to extend incomplete transactions from desktop to mobile device. The app, the office supply retailer's third, was built in-house by Office Depot's IT team.
“We've recognized that, today, customers are looking to shop and work with a brand anywhere they are,” said Barry Litwin, VP of global e-commerce at Office Depot. “In the retail store or at home on the desktop, consumers want to review products and shop in a mobile context.”
The new app features two functions that will give customers a seamless cross-channel commerce experience, he said.
“Office Depot Anywhere” allows a consumer to abandon his or her desktop shopping cart but continue shopping on a mobile device without losing saved information.
“Consumers may get to buying their office supplies at the end of the day and leave before making a purchase,” said Litwin. “[But] they don't want to completely abandon. Once they leave the desktop, if they haven't checked out, they can see the cart on the mobile page.”
The application also features an “In-App Checkout,” which allows consumers to buy items on their mobile device without being transferred to a mobile commerce landing page.
“Whether they're using iPhone, Android or Blackberry, they don't want to be shifted to a secondary m-commerce app,” said Litwin. “They want the complete experience through the app.”
The mobile application also features simplified image views, product search, customer reviews and category listings.