Alex Sbardella

British fashion apparel retailer Topshop recently launched a fully transactional iPhone app to engage customers when they are in a store or on the go. With a significant percentage of Topshop’s online sales already coming from mobile devices, Topshop created the app to make its entire product catalog easily accessible to mobile customers. In the first four weeks that it has been available, the app has seen more than 280,000 downloads. “At this point customers expect a native app from their favorite retailers, at least on the iPhone,” said Alex Sbardella, mobile products manager at Red Ant, London. “For

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