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The app is part of the company’s ongoing effort to reach on-the-go consumers. Over the past year, has been building up its mobile commerce presence with mobile apps and an optimized site.

“Our strategy for building the Windows 8 app goes back to being responsive, not only with design but with our device and mobile strategy,” said Taylor Cole, spokeswoman for, Dallas. “We want to help our customers find their perfect place and we want to be everywhere our consumers are.

“The key is having good coverage across all customer touch points, and with Blackberry and Windows 8 vying for market share it makes sense,” she said.

“Although Windows 8 is still very new, this type of tile-based design could be the future. Windows is definitely ahead of the curve, in terms of creating a single OS that works seamlessly across desktop, tablets and smartphone – expediting a future where mobile and lifestyle experiences are blurred.”

Mobile booking
Through the Windows 8 app, is lettings consumers research, search and book hotel accommodations, as well as review reservations, read customer reviews and search for specific mobile-only deals.

Furthermore, consumers can pin a page to their homepage at any point in the app – whether it is a specific hotel or their upcoming reservation.

Users can also discover regions from across the world directly on the homepage.

From there, consumers can narrow information down to country and city. This acts as an inspiration to those undecided on their holiday destination

A Windows 8 app is a smart move for

It is important for marketers to be on as many platforms as possible.

“We feature Windows in our broad mobile promotions including display, offline advertising, public relations and social media,” Ms. Cole said.

Building a presence
In addition to the new Windows 8 app, also has apps for iPhone, iPad and Android devices.

Last year, launched a multichannel campaign to support its mobile booking services.

The campaign aimed to show consumers how quick and easy it is to book a room (see story).

Most recently, ran a social media-driven sweepstakes that encouraged consumers to share content for a chance to win a stay at a beach resort (see story).

“Mobile is a key touch point in our overall distribution model,” Ms. Cole said.

“We began as a customer contact center, then shortly thereafter added the ability to book online and now we have expanded to serve our customers through mobile and social media,” she said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York