The company tapped Digby to power the app. The iPhone app complements the University Co-op’s mobile site, which launched in 2010.

“The new University Co-op iPhone app enhances both their marketing and mobile strategies by providing University of Texas students, fans, Exes and faculty with the ability to search, browse and buy Texas Longhorn gear while at home, on the go or in any of the 6 stores around the state that sell Longhorn merchandise,” said Dan Lowden, vice president of marketing at Digby, Austin, TX.

Founded in 1896, The University Co-op opened as an association owned by students, faculty, and staff to furnish books, supplies, and clothing at discounted prices to its members.

Digby mobilizes retailers by helping them take a strategic approach to mobile commerce and in-store mobile engagement, delivering a unique multi-channel retail branded experience for the mobile Web and rich Apps for today’s consumers whether they are at home, on the go, or in the retail store.

Back-to-school purchases
Via the app, consumers can search, browse and buy merchandise via their mobile device.

Additionally, the app lets Texas Longhorn fans access the Tower Cam to watch live video fo the UT Tower changing colors when Texas wins a football game.

The app also lets user view sports schedules and scores.

“The University Co-op will actively promote the iPhone app across a variety of channels to ensure Texas Longhorn fans take full advantage of all of the great features the app has to offer,” Mr. Lowden said.

“Their promotional strategy includes an email blast to the store customer list, in-store print and digital signage, Twitter and Facebook posts and banners on The University Co-op ecommerce and mobile sites offering weekly discounts for those who download and use the iPhone app,” he said.

“In addition, Texas Monthly Digital Edition will run an add promoting the iPhone app in September and a promotional YouTube video will be available on The University Co-op’s YouTube Channel and their social media sites.”

Social integration
The app also features social integration and lets users share information, products and schedules with friends and family via Twitter and Facebook.

In addition, The University Co-op is offering special weekly discounts for those who download and use its app.

Within 48 hours of downloading the app, consumers are sent a push message that alerts them about specials, events and promos.

“Mobile is trending towards more than just strict mobile commerce,” Mr. Lowden said. “More and more consumers are now using their smartphones as a shopping companion to aid the in-store experience.