CRM Software Quotes
CRM search»Top Mobile Retail Technologies»Mobile Retail Apps

 Chuck Schaeffer Top Performing Mobile Retail Technologies

 
 By

Retail Mobile Apps

Mobile apps represent a real quandary for retailers. If successfully embraced, they deliver substantive shopper engagement, consumer intelligence and revenue results. comScore reports that shoppers on mobile apps are 46% less likely to compare prices or comparison shop with their mobile devices. However, mobile apps are part of a crowded market and getting consumer adoption can be a tough journey.

On the upside, mobile retail apps are showing some clear trends. Forrester reports that more than 24% of U.S. adult iPhone users and 21% of Android users have used a shopping application in the past three months. Looking a bit deeper, recent research from Swirl reports that 85% of shoppers have used a mobile app while inside a store to search for sales/offers (81%), research products (61%), make a purchase if the product isn't in-store or cheaper online (26%), check-in (14%) and pay for an in-store purchase (13%). The retail research also shares that 79% of consumers who have received push notifications on their smartphones in the past 6 months have made at least one purchase as a result.

Many retailers are finding big success with mobile retail apps. Below is a table from Mobidia showing the consumer utilization for some top brands.

 
Shoppers using the iOS
app at least weekly
Shoppers using the Android
app at least weekly
Retailmenot
79%
43%
H&M
76%
46%
Victoria's Secret
76%
41%
Shopkick
74%
60%
Dealnews
63%
71%
Starbucks
60%
62%
eBay
55%
63%
Fancy
54%
46%
Groupon
52%
60%
Gilt Groupe
50%
53%
Wish
50%
59%
Amazon
48%
51%
LivingSocial
40%
53%
RedLaser (eBay)
40%
35%
Costco
37%
39%
Walgreens
37%
40%
Walmart
37%
43%
Zappos
33%
30%

As the above table illustrates, retailers often realize notable differences between iOS and Android versions for their apps. Most retailers and m-commerce vendors suggest that Apple mobile device shoppers are more valuable than Android and other device consumers. Chris Hill, VP at Mobidia notes that "Retailers especially often use Apple iOS as what is called the reference platform … It's the platform they first design, build and optimize an app for, and then they port that experience over to Android."

On the flipside, mobile apps may be nearing a saturation point. More troubling, 26% of the time customers never give a mobile app a second try — suggesting the first impression matters and there is very little tolerance for a poor user experience.

Also, consumers are only willing to manage a small number of apps, so unless you have a strong brand or can produce an app with a very rewarding user experience and worthwhile utility as judged by your consumers, it may be wise to forego the investment. Mobile retail apps are not something you do on the side or as a part-time project.

There's also an increasing trend whereby consumers are more willing to shop on mobile-friendly websites. This may represent an alternative to developing mobile apps, however, comes with different pros and cons.

In my talks with retail marketing executives that have been successful with mobile apps, I find they define success a bit differently. Sure, they use these apps to acquire first-time consumers and increase purchase conversions, but that's secondary. Their primary goal is customer retention and repeat repurchases. They know that delivering periodic relevant and personalized content on the consumer's mobile device, or sending messaging to mobile apps as part of a multi-channel nurture campaign keeps the consumer feeling appreciated and keeps the retailer top of mind.

Successful retailers also define very specific objectives. For example, enhancing the in-store experience in a way that increases sales conversions. This may be done with retail app features such as check-in, product location, product bar codes, beacon-empowered mobile offers, portable product offers and mobile payments.

Or another objective may be to enhance the out of store consumer experience in order to promote repeat purchases, higher margin sales items or customer lifetime value. Mobile app features to support this goal can include store finders, product catalogues, shopping lists, gamification techniques, loyalty program access, ecommerce access, order and shipping information, and product scanning with links to product details, back stories, social sharing, product reviews or even side by side product comparisons.

Next - Mobile POS >>

Mobile RetailClientelingMobile MarketingSoLoMoMobile Retail AppsMobile POSMobile Retail CRM

 

 

 

Mobile Retail Solutions

 

Share This Article

 

Quote

Delivering periodic relevant and personalized content on the consumer's mobile device, or sending messaging to mobile apps as part of a multi-channel nurture campaign keeps the consumer feeling appreciated and the retailer top of mind.

 

 

CRM Quote

Follow Us
social
social
social
social

crm search

Home   |  CRM  |  Sales  |  Marketing  |  Service  |  Call Centers  |  Channels  |  Resources  |  Blog