NEW YORK — Coach, which boasts nearly 277,000 fans on Twitter and 2.1 million on Facebook — enters a new digital realm today: mobile commerce.

Developed through Usablenet’s technology platform, the feature will give customers the ability to purchase directly from their mobile devices and, if they choose, the option to pick up their merchandise at a local Coach retailer.

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“It’s nice to provide instant gratification and link our online and offline businesses,” said David Duplantis, Coach’s senior vice president of global Web and digital media. “It’s all about demand. Our customers are mobile by nature. Building a site that allows them to easily browse and purchase our products on their mobile devices is a seamless evolution and way for us to provide excellent customer service.”

According to Duplantis, a double-digit percentage of users visiting come via smartphones, and he added that the brand has already seen an increase in m-commerce sales since the project’s soft launch on May 17. He expects to see significant growth in the category in the coming weeks and months.

“Mobile will continue to be an important channel utilized by consumers for shopping on the go,” said Nick Taylor, chief executive officer of Usablenet. “In the surge of smartphone use and mobile commerce, it is imperative for fashion retailers to stay ahead of the curve.”

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