September 28, 2010, 6:08 PM

Wine.com finds loyal customers through the iPad

That’s one reason the retailer is enhancing its app.

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Two months after introducing an iPad app, Wine.com has found that shoppers using the Apple Inc. tablet computer tend to buy wine for themselves more often than buying it as gifts, Cam Fortin, the online retailer’s director of business development, said today at the Shop.org conference in Dallas. That translates into more repeat shopping visits.

“They are coming back multiple times per year,” he said of shoppers coming to Wine.com through the app. He was speaking at a session entitled “The Skinny on iPad Shopping—Learn What Works from Retail Innovators.”

The revenue per  visit for consumers using iPads is about $1 higher than for consumers using the retailer’s iPhone app and for those who access the site through the Safari web browser on the iPad, he said.  

To improve the user experience, Wine.com, No. 229 in the Internet Retailer Top 500 Guide, is working on a second version of its iPad app, Fortin says. The new version will enable consumers to scroll through wine labels much as consumers can scroll through album art when searching for music on iTunes. The revised software will also feature more information about wine.  

The retailer, which also has released an app for the iPod Touch, is also working on launching a mobile site.

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