Posted By oomphhq on March 4th, 2014

Mobile Retail – The Vintage Cellars Case


Following the broader industry trend of retail brands increasing their presence in the mobile app space, Oomph has partnered with Vintage Cellars to produce their Cellar Press App which launched in January.

Tablets are now a key sales channel for retailers and this was reflected in the analysis of the Black Friday sales weekend in the US which is often used as a benchmark for the retail industry. In 2013 both the average spend and conversion rates on tablet were more than double that of mobile phones.

IBM reported that mobile traffic grew over Black Friday to a whopping 39.7% of all online traffic, an increase of 34% from 2012.  While smartphones drove most of this traffic (24.9%) compared to tablets (14.2%) in the category which counts the most – actual sales – tablets comprehensively dominated.    Tablets were responsible for 14.2% of total sales during the period, double that of smartphones at 7.2%.   This represented a whopping increase of 43% for mobile sales from 2012 and you can expect this trend to continue.  For retailers, having a tailored presence in the tablet and mobile channels has quickly become imperative.

Cellar Press is a fantastic example of how can brands can combine the engagement of rich media mobile apps with the functionality that users really want, which in this case is the ability to ‘tap to shop’ directly from the App.  In fact you can even buy directly from the front cover!


The App is much more than just a dynamic catalogue however, it also utilises geolocation to deliver  specials and content that are relevant to your postcode.  Combined with the ability to share content via social media or email, note taking and one touch calendar integration this delivers a personalised, genuinely useful app for Vintage Cellar shoppers.