In the first iteration of its mobile app, the company’s strategy is to incentivize downloads and simplify checkout. CEO and founder Michael Preysman said that the company noticed that while 40 percent of its traffic was coming from mobile, only 18 percent of its transactions were. Preysman recognized that was “the norm” for retailers, then set out to solve the problem that all companies in the industry are facing. The solution: make mobile transactions possible with one tap.