Customer Retention: overstockArt.com Strengthens its Mobile Presence With Updated App

With the release of the latest version of its mobile app in September, overstockArt.com, an online retailer of wall art, wanted to create better engagement with customers, many of whom had already downloaded an earlier version of the company's app.

overstockArt.com is no stranger to the mobile commerce space, having launched the first version of its Oil Paintings app for the iPhone in June 2011, followed by the release of its mobile-optimized website in September and an Android-compatible version of its app in November of the same year. The retailer launched an iPad-compatible version of its app in April of this year.

"Companies shouldn't set it and forget it with mobile apps," said Amitai Sasson, vice president of marketing and development at overstockArt.com, in a company press release. "The development is an iterative process where you need to push updates all of the time to keep with the changing trends and to be top of mind with your customers who downloaded the app in the first place. When customers see that an app has been updated recently, they appreciate that and will most often update their phone with the newest version."

As of press time, more than 15,000 consumers have downloaded the latest version of overstockArt.com's mobile app, helping to generate a 30 percent increase in website traffic coming from the app as well as a 40 percent increase in mobile sales over a three-month period.

"Our mobile strategy is to stay in pace with technology changes and the evolving landscape of the mobile/social realm we live in today," Sasson said. "The app is a big success because it's fun and interactive. The app allows customers to do more than just shop for our fine art reproductions, such as engage with the product with its various features, which include creating your own galleries and virtually decorating your own walls."