Tiny Prints, a leading online stationery boutique, has introduced a free application that enables users to browse, create, and purchase customized stationery, cards and gifts straight from their iPad.

The interactive app is meant to mimic the in-store experience that a customer purchasing custom products would receive. The app also offers a similar shopping experience to that of its desktop site.

"Customization can be done to an increasing degree, starting with simply adding custom text, to fully customizing a card by choosing the colour, the material, or uploading a full design," said Michael Langguth, co-founder of Poq Studio. "Vendors can aim to test the interest of consumers by starting with the simplest way, just text."

Customized interaction
Users will be able to browse through Tiny Prints? many customizable items, including invitations, announcements and holiday cards, and save their top choices on their iPads. They then have the option to complete their shopping experience from the iPad or from a desktop.

The app was developed with a Retina display to ensure crisp product images and allow consumers to rotate around the product 360 degrees with the swipe of their finger. This encapsulates the in-store experience that the app hopes to channel by letting guests interact with the product model as closely as possible.

Tiny Prints seeks for customers to have the flexibility to create a customized product, and the convenience of not having to visit a bricks-and-mortar store. With a superior visual experience, guests can preview exactly what their item will look like.

With online retailing becoming more prevalent, customization is imperative in standing out from the crowd. Having a strategic mobile strategy and superior visuals is what will gain more customers.

"It depends on the product, but selling online, especially by means of an app, can help the vendors of customized products reach a new audience or make it easier for their current customers to shop when it?s convenient from them, from wherever they happen to be," said Li-at Karpel Gurwicz, vice president of marketing at Como. "With customization and personalization features, an app enables businesses like Tiny Prints to bring an interactive and creative shopping experience to customers in their hands whenever they're not in the stores."

Personalized touch
Tiny Prints offers thousands of handpicked designs that each customer may add personalized touches to, such as adding initials, images, and custom phrases. Cards for all occasions are able to be customized using the Tiny Prints Designer Review service.

The home screen of the app displays categories for browsing items, such as ?Back to School?, ?Occasions? and ?Baby & Kids.? Once a category is selected, the user is brought to a screen with suggested products, all of which are able to be personalized by color, text, paper, trims, and more.

Because consumers are seeking unique products that reflect their lifestyles, marketers are increasingly introducing ways for this to come to fruition. Online retailers generally have more options available than bricks-and-mortar stores, so if an item needs to be special-ordered, guests may circumvent a store visit and simply complete the whole process online.

"Customization is one of the major trends we see amongst online retailers," said Mr. Langguth. "Allowing consumers to be part of the product creation process is inherent to the buying process, especially amongst jewelry and stationery retailers. Often this is even easier online as users are expecting a time lag between purchase and receiving the product."

 Final Take
Alex Samuely is an editorial assistant at Mobile Marketer, New York