The company says its app is unique from other catalog apps in that consumers can make purchases directly in the app via its Express Checkout technology. CoffeeTable includes such retailers as Crate and Barrel, Sears and Lands’ End as well as a number of boutique retailers.
“About half the catalogs we offer have the Express Checkout feature,” says CoffeeTable’s marketing chief, Peri Kadaster. “If you’re a registered CoffeeTable user, it only takes two taps to order an item.” She adds that CoffeeTable has seen an increase of twice as many purchasers since it added the Express Checkout feature.
Where Express Checkout isn’t available, consumers go through a more traditional online retail purchase process of filling out a shopping cart form.
“To me as a shopper, that’s one of the fundamental things is convenience,” says Kadaster. “With the tablet form factor you’re not actively searching like you might on a PC or notebook, you’re in more of a lean back, discovery mode. I like to say what we do is help people find what they didn’t know they were looking for.”
CoffeeTable is also running a contest through Father’s Day this Sunday. Shoppers who download the free iPad app have a chance to win one of several prizes including CB2 Martini Glasses, Omaha Steaks Whiskey Marinated Sirloins, RedEnvelope Engraved Cufflinks, and more.
Based in San Francisco, CoffeeTable’s investors include RR Donnelley, the world’s leading catalog printer and services provider.