Sephora’s Effective Mobile Strategy

For an example of effective mobile strategy, check out beauty supply store, Sephora. Less than three years after first launching a mobile application, Sephora has created two tailored mobile experiences, apps for iPhone and iPad, with different features and  content, to encourage purchases.  The iPhone app incorporates barcode scanning for in-store product research, while the tablet version features articles and branded content paired with product recommendations and purchase links.  The tailoring of the experiences has been highly effective, increasing mobile traffic, orders, and loyalty subscribers dramatically.

Amazon Extends In-App Purchases to Mac, PC, and Web Apps

On track to become a one-stop shop for cloud-based developers and publishers, Amazon has extended its in-app purchasing API to include games for Mac, PC and Web platforms. This functionality, which was launched exclusively for Android apps last year increases the reach of Amazon’s billing system and will encourage developers to produce more for Amazon-native platforms including the Kindle Fire.  Developers also stand to gain additional marketing opportunities, with in-app purchase items now able to appear on best seller lists and in recommendation campaigns.