July 5, 2012, 12:10 PM

How to keep ahead of the iPad revolution

A mobile forum speaker encourages retailers to embrace the ‘wow.’

Lead Photo

Cam Fortin

Consumers using an app on the iPad want more than a simple replication of what’s available on the retailer’s web site. They want to be wowed, says Cam Fortin, director of business development at Wine.com.

Fortin will speak about the topic at Internet Retailer’s Mobile Marketing & Commerce Forum 2012 in San Diego in October in a session entitled “The Wow Factor: Fun things marketers have done with an iPad.

Wine.com’s iPad app enables consumers to shop for wine by flipping through labels in a dashboard view. Instead of browsing through a list or static images of labels, consumers swipe from left to right to view available wines. That’s an example of how the iPad can change the experience of shopping online, Fortin says. “The iPad is a revolutionary device, and it’s opening up new ways for marketers to interact with their customers,” he says. “We are just beginning to see how native applications factor in to our overall customer contact strategy. The iPad is a great testing ground for fun new features that engage customers in a brand new way.”

In the session, Fortin aims to persuade conference attendees that when developing an iPad app, retailers should avoid simply mirroring their e-commerce sites. “Make your app a value add and exciting by exploring some fun, incremental features you can deliver with a native app that aren’t possible with a traditional web site,” Fortin says.

Internet Retailer’s editors asked Fortin to speak because of experience developing Wine.com’s innovative iPad app. Fortin works on numerous initiatives at Wine.com, including paid search, personalization and mobile commerce.

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