November 19, 2012, 9:00 AM

CoffeeTable is pouring shoppers a smaller cup

The iPad catalog app now offers an iPhone version.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

A screenshot of the Coffee Table app.

Retailers today can get their catalogs where they’ve never been before—inside consumers’ pockets. The iPad catalog aggregator app CoffeeTable has debuted a version optimized for the iPhone. Both mobile commerce apps are available for free in Apple Inc.’s App Store.

CoffeeTable has specially optimized the content of the catalogs from 170 retailers for viewing on the smaller screen of the iPhone. The iPhone app works only in portrait mode, when the device is held vertically; a menu of products appears at the bottom of each page, from which a consumer can touch a product to view it full screen in greater detail.

With the launch of the iPhone app, CoffeeTable now can be viewed on any of Apple’s four mobile devices: the iPhone, the iPod Touch, the iPad and the iPad mini. To celebrate the iPhone app launch, CoffeeTable will be offering a free iPhone case from domeo with any purchase made on the app starting at 12:01 a.m. Pacific time on Black Friday, the Friday after Thanksgiving which this year falls on Nov. 23, through Cyber Monday, Nov. 26, while supplies last.

The app is making a timely debut. According toa Deloitte LLP survey, 68% of smartphone owners are planning to use their devices for shopping this holiday season. Further, 75% of mobile shopping occurs on an Apple device, ShopVisible finds.

Retailers with catalogs in the app include L.L. Bean, Express, Crate and Barrel, Sephora, dELiA’s, West Elm, Harry & David, Lands’ End and Eddie Bauer. In April, CoffeeTable announced raising a $2.5 million Series A round of funds from investor RR Donnelley, a printing company that now provides digital as well as physical publications and a marketing services provider. Additionally, CoffeeTable recently released a retailer analytics dashboard that provides brands with insights into shopper engagement, catalog layout, product merchandising, pricing, inventory planning and more, the company says.

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