Shopping on Wine.com Inc.’s iPad app is very different from shopping its e-commerce site—and that’s exactly the point. A tablet app should offer shoppers something unique, says CEO Rich Bergsund. A consumer can swipe left to right and back again through thousands of wine labels, with the labels coming to the fore, then disappearing in back, similar to the way a shopper pages through album covers in iTunes. When she selects a wine, a global map below the label zeroes in on the region where the winery is located. Below the labels are four thumb wheels, on which she can select the type of wine she is looking for, the varietal, the region and/or the appellation. Then she presses the Go button and the app presents only matches for her search.
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