Office products retailer OfficeMax Inc. has enhanced its free application for Apple’s iPhone with mobile-only deals and launched a version for Google’s Android.

The application for Android and the 2.0 version for iPhone let users view OfficeMax’s weekly ad and get special offers using their mobile device. OfficeMax also enhanced the application’s GPS-enabled store locator function by adding local store hours and phone numbers.

“Mobile commerce is growing exponentially,” said Bob Cell, CEO of MyBuys, New York. “The adoption rate looks very similar to that of ecommerce, except it is moving at an even more accelerated pace. 

“Those who are looking to build a mobile commerce presence should use the same lessons we learned from building and rebuilding our Web sites,” he said. “It starts by asking questions—how does the targeted audience use their device?

“How do they surf on the phone? What features are integral to the shopping experience?” 

Mr. Cell is not affiliated with OfficeMax. He was asked to present his general views on mobile commerce.

OfficeMax specializes in both business-to-business office products and retail office products. 

The mobile application was created by interactive agency Rosetta.

Mobile commerce to the max
OfficeMax’s mobile application lets users view exclusive deals and offers, locate OfficeMax stores and click through to the retailer’s mobile-optimized Web site to browse and buy office-supply products.

The application also lets OfficeMax MaxPerks loyalty members access their account, view reward program progress, edit account information, browse purchase history and redeem rewards at the register using their iPhone or Android device.

With the goal of reaching a wider mobile audience, OfficeMax has a version of OfficeMax.com that can be accessed from any mobile device.

The mobile site lets customers browse products, read reviews and make purchases from any Web-enabled mobile device.

The OfficeMax application is available for Android devices in  Android Market and for iPhone and iPod touch in the App Store.

Leading up to this past holiday season, OfficeMax introduced the Holiday Party Bingo iPhone application that works alone or in conjunction with the companion Facebook application to engage holiday party-goers and drive sales of 2011 calendars (see story).

“Mobile commerce is about extending and maintaining the same interactions and experiences shoppers have come to expect with your brand,” Mr. Cell said.

“Personalizing product selections, layouts and content enhances mobile by making it easy for shoppers to find the products and information they are looking for from home page to checkout, ensuring their mobile experience is positive with your brand,” he said.

Final Take
Dan Butcher, associate editor, Mobile Commerce Daily