Dive Summary:

• Online home improvement merchant Home Decorators says a new tablet-specific website is helping boost sales conversions at a rate 15% higher than the desktop version of the site.
• The site utilizes HTML5 programming which allows the website to operate with a look and function similar to a mobile smartphone app.
• The site incorporates the use of high resolution product images and interactive informational content, including gallery room imaging. Home Decorators is controlled by Home Depot Inc.

From the article:

“…Home Decorators wanted the site to be interactive and compelling. “Since we are an inspirational brand and so many of our customers use our catalog to shop, we wanted the tablet experience to mimic as closely as possible our total brand experience,” Phillips says. To do this Home Decorators used gallery room imagery on the pages to help inspire the customer, much as it does with its print catalog, she says.