Home décor retailer Joss & Main is capitalizing on the 65 percent of traffic it receives from mobile devices by redesigning its iPhone application, allowing users to create idea boards, check out via Apple Pay and track orders.

The furniture marketer, which belongs to Wayfair’s brand portfolio, is broadening its commerce channels to include an enhanced desktop and mobile site, as well as a revamped app. Joss & Main’s customers can now take advantage of the app to receive additional product inspiration and keep track of items viewed on other devices, underscoring the importance of having an omnichannel browsing experience.

“Our updated app makes it easier and faster to shop our expanded catalog with improved search and product filters,” said Paul Toms, general manager of Joss & Main. “We’ve also launched real-time order tracking and notifications to benefit our customers.”

Building up mobile fans
Joss & Main sought to introduce an overhauled app after rolling out improvements to its site experience, showcasing the brand’s commitment to offering cohesive shopping options for consumers searching for the latest home décor deals.

App users can now peruse new arrivals, search for specific products, view an expanded selection of home items and make their own Idea Boards. Enabling décor enthusiasts to create Idea Boards on mobile is a smart way of targeting on-the-go customers with an interactive activity.

“To make it easier for customers to save their favorite items, we’ve introduced Idea Boards and Recently Viewed items to the app,” Mr. Toms said.

The Idea Boards, which take a leaf out of Pinterest’s book, will likely help fuel sales among consumers. If a user wants to plan out decorations for his or her new bedroom, he or she can use the Joss & Main app as a resource and save favorite pieces for later purchase.

The Boards can be organized by a variety of filters, including style and room. Additionally, they may be curated from products belonging to any of Wayfair’s five brands: Joss & Main, Birch Lane, DwellStudio, AllModern and Wayfair.com.

This feature can be accessed on the retailer’s desktop and mobile sites as well.

Joss & Main is also leveraging cross-device tracking to make the shopping process more seamless. For example, if a consumer begins browsing for new furniture on the mobile app and later visits the brand’s site on her tablet device, she will be able to see recently viewed products and pick up where she left off.

Other enhanced app features include savvier search functions, a speedier checkout, and the ability to make instant purchases with Apple Pay.

Shoppers can also track their recent purchases as they make their way to their doorsteps.

Staying on-trend with mobile
Joss & Main has added several updates to its desktop shopping experience as well. Customers now receive free shipping on orders totaling $49 or more, and can shop items from a variety of collections, including everyday staples and on-trend décor pieces.

A slew of home furniture marketers have been making a bigger play for mobile commerce recently.

Wayfair also bolstered its digital footprint thanks to the two million downloads its apps have received, with 35 percent of orders stemming from mobile in 2015’s third quarter (see story).

Last summer, IKEA Canada extended the shopping experience with an in-store companion app to help consumers create lists, check off collected items and find product locations from their mobile devices (see story).

However, Joss & Main is well-poised to stand out among its competition by refreshing its content and commerce options. These new initiatives are a smart investment for the retailer, especially as it continues seeing higher traffic stemming from smartphones and tablets.

“Our customers enjoy shopping our site while on their mobile devices,” Mr. Toms said. “In fact, more than 65 percent of our visits are from mobile or tablet.

“We also find that mobile visits drive engagement, with repeat orders happening 2.5 times more frequently on mobile than desktop.”