September 20, 2010, 2:27 PM

Apparel retailer Avenue launches an iPhone app

The app enables consumers to purchase goods and locate stores.

Allison Enright

Editor

Lead Photo

Avenue, a multichannel retailer of plus-sized women’s clothing, has introduced a mobile commerce app that enables consumers to search, browse and complete purchases with their iPhones.

The app shares the same shopping and buying features as the retailer’s mobile site, which launched in June and is accessible on all smartphones. The company says the mobile site and the app offer a streamlined selection of products compared with the web store. The main difference between the mobile site and the iPhone app is the store locator. The app tool gives directions to the nearest store based on the customer’s location, Avenue says.

“Both the mobile site and iPhone application allow us to reach our mobile customers and show them that their favorite brand is in sync with their needs,” says Julie Daly, president of Avenue.com.

The retailer says it considers the mobile effort an opportunity to build the brand as mobile sales grow over the next few years. “Right now we are building the mobile base to expand the interaction of customer, store and brand,” an Avenue spokeswoman says.

Avenue is operated by Redcats USA, No. 31 in Internet Retailer’s Top 500 Guide. GolfWarehouse.com, another Redcats property, in May launched an iPhone app that enables purchases. The Avenue and Golf Warehouse apps were built by Digby, a mobile technology provider.

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