In addition to an iPad application, AE also has an iPhone and Android app, as well as a mobile-optimized site. The mobile apps and optimized site were developed by Branding Brand.

“In terms of revenue, we have seen tablets outperform smartphones since July 2010,” said Chris Mason, cofounder/CEO of Branding Brand.

“Furthermore, we are finding that tablet shoppers consistently spend more than desktop shoppers, making them the highest-value audience within your demographic,” he said.

Mobile shopping
The AE iPad app is loaded with exclusive content that helps consumers keep up-to-date on the newest trends.

Through the app, consumers can shop the latest looks and get exclusive deals.

The app also features a Style Mixer feature that lets consumers create a unique look that goes hand-in-hand with their fashion sense.

Additionally, consumers can get the latest AE and aerie Facebook, Twitter and YouTube updates via the app.

“Many clients are looking for ways to market and package offers exclusively for tablets,” Mr. Mason said. “Our analytics, along with our ability to power commerce anywhere, makes it easy for retailers to develop a cohesive strategy across environments.

“American Eagle is a leader in the mobile space, and Branding Brand is proud to work with them on not just their tablet app, but also their mobile site and smartphone apps,” he said.

Evolution
AE is no stranger to mobile.

In 2010, the company encouraged consumers to shop and participate in mobile challenges at its Times Square flagship store in New York as part of a fundraising campaign where the retailer donated $5 for every completed challenge (see story).

Most recently, AE expanded its mobile loyalty program nationally after a successful pilot, enabling more customers to earn rewards by simply walking into a store and to receive special offers (see story).

“People are not just shopping in front of a desktop or in a store,” Mr. Mason said. “Couch commerce is real, and retailers can improve customer experience by recognizing this.

“Tablet apps are a great way to add incremental revenue and encourage brand loyalty,” he said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York