Members-only online retailer Rue La La is letting Android users purchase directly from their phone, no matter where they are.

Rue La La developed an Android application in response to its members’ growing desire for anytime, anywhere access. The Android mobile application is a natural next step for Rue La La in the mobile sphere.

“Rue La La members are passionate and engaged,” said Stacey Santo, vice president of marketing at Rue La La, Boston. “They have told us that they need an Android app to be able to access all of their favorite Boutiques wherever they are at 11:00 a.m.

“Now, they never have to miss another Boutique,” she said.

Enhanced media shopping
Demand for Android-based smartphones has grown from 60,000 sold daily in February to 200,000 sold daily in August.

The Rue La La Android App provides members with an enhanced mobile shopping experience.

It features high-resolution photography to give members the ability to examine the finest details of each product.

The fully integrated checkout lets members claim their purchase in moments.

Integrated calendar reminders alert members when their favorite brands are launching – ensuring they never miss another sale.

Social integration
Integrated Facebook and Twitter features allow members to share their shopping success and invite friends within their social circles to join Rue La La.

The new Android application includes the Rue La La widget, unique to Android devices, which is in full view and automatically updates for Android users to see today’s featured Boutiques without having to open the app.

Rue La La entered mobile commerce in 2009 with the introduction of http://m.ruelala.com.  The Android application is the latest addition to Rue La La’s mobile platform, which includes applications for the iPhone and iPad.

“The Android  app frees our members from their computers — our members can shop wherever they are, giving them the chance to access the items they want from wherever they are,” Ms. Santo said. “Rue La La will continue to address the needs of our members and introduce features that enhance the shopping experience and make Rue La La the ideal shopping destination.

“Whether in mobile or on the Web site we are committed to innovation and providing our members access to the ultimate shopping experience,” she said.

Final take
Giselle Tsirulnik is senior editor of Mobile Commerce Daily