November 30, 2011, 11:38 AM

Serving wine on the tablet wins over shoppers at

Serving wine on the tablet wins over shoppers at

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While fine-tuning its mobile commerce site to woo shoppers on smartphones, is winning over wine lovers who prefer shopping on tablet computers.

6% of all traffic stems from tablets, primarily Apple Inc.'s iPad. What's more, tablet shoppers on or using the merchant's iPad app account for 8% of total revenue. Further, tablet shoppers spend more:'s average order value is $150 while the typical tablet shopper spends $225.

"The day after Christmas last year, when everyone got iPads, 20% of revenue came from iPad shoppers," CEO Rich Bergsund says. "Mobile overall is changing commerce fundamentally where more days of the week and more times of the day are relevant to businesses in e-commerce. You have people shopping wherever they want." Busy times for mobile commerce include weekends and weekday commuting hours; weekday evenings are popular times for consumers on tablets.

Recognizing that holiday shoppers are often on the go, has also been improving shopping for shoppers on smartphones, including a mobile version of its gift shop on its m-commerce site. "You can select the gift wrap options and messages from your phone," Bergsund says.

M-commerce site shoppers have access to's full inventory of wine, gifts and accessories; a geo-location feature using a smartphone's GPS technology determines and displays wines available to ship to each user's specific area. Shoppers can sort wines by type, price, varietal and region to find exactly what they are looking for.

On product pages, shoppers can zoom in on wine labels, read full product details and access more in-depth information, including winemakers' notes and "Learn About" content that educates consumers on the region and varietal of each wine, as well as vineyard backgrounds. Shoppers can also track orders and manage their accounts.

"We're trying to make everything mobile," Bergsund says. "However a consumer wants to shop is how we will enable them to shop."

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