What Apple Didn’t Announce: What Does the New Catalogs Category Signal for the App Store?

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The New iPad isn’t today’s only big news: Apple created a new App Store category for Catalogs. See how the CoffeeTable app rocketed to the top.

CoffeeTable is the only catalog shopping app to provide easy and secure in-app checkout.

CoffeeTable debuted at the top of the charts because of Express Checkout, our unique technology that allows shoppers to make purchases in two taps instead of a dozen.

Tablet commerce enjoyed a boost this morning when Apple created a new Catalogs category in the App Store. Apple’s new category reflects the natural transformation of the catalog industry -- $270 billion in the US alone -- into tablet commerce. CoffeeTable, the top iPad catalog app with in-app shopping, celebrated the category’s debut.

“We are thrilled that Apple has made it even more convenient for shoppers to find and shop their favorite retailers,” says Ben Choi, CEO of CoffeeTable. “CoffeeTable debuted at the top of the charts because of Express Checkout, our unique technology that allows shoppers to make purchases in two taps instead of a dozen.”

Express Checkout allows shoppers to purchase directly in the CoffeeTable app, with one account and one shopping cart across dozens of retailers. All other catalog apps, in contrast, send shoppers to a web page to shop, for a fundamentally inferior experience.

This ease and security boosts shopper conversion: CoffeeTable's Express Checkout technology drives twice the order volume for retailers versus traditional website-based checkout experiences.

Leading catalog retailers are betting on CoffeeTable to power their tablet strategies, leveraging Express Checkout not only for improved conversion, but also for the accompanying analytics. CoffeeTable retailers include Sears, Lands’ End, Crate & Barrel, RedEnvelope, and many more. CoffeeTable arms retailers with unparalleled analytics and insights into how shoppers interact with catalogs, helping them be more efficient in catalog merchandising and spend.

CoffeeTable believes the distinction of Catalogs as a unique category indicates the rising importance of discovery-based shopping in the tablet era. “There’s a difference between discovery and destination. E-commerce is a destination business,” Christian Friedland, Co-Founder of CoffeeTable, notes. “Inspiration occurs while flipping through a catalog, but shoppers and retailers have struggled to translate this directly into dollars – CoffeeTable is the only catalog app that bridges in-app discovery to in-app purchase.”

For more information visit CoffeeTable on the web or download for free from the iTunes App Store.

About CoffeeTable:
CoffeeTable is a free shopping app that turns your iPad into a virtual coffee table of retail catalogs, allowing shoppers to browse their favorite stores anywhere, anytime. It is the only app that enables purchases to be made directly in the app, via its Express Checkout technology. CoffeeTable features rich visual catalogs of leading retailers such as Crate and Barrel, Sears, Lands’ End, West Elm and many more.
CoffeeTable is the brainchild of e-tailing pioneers Chris Friedland and David Berman. Friedland and Berman are founders of Build.com, a $300 million e-commerce business. CEO Ben Choi is Venture Partner at Maveron, and is a seasoned mobile executive, formerly at Greystripe (acquired by ValueClick) and at Yahoo.

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