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HomeNEWSData dump: The importance of a retail app

Data dump: The importance of a retail app

As smartphones and the convenience of apps grow in popularity, it is important for a business to use that platform properly to target consumers. But what is behind a good mobile app?rn

As smartphones and the convenience of apps grow in popularity, it is important for a business to use that platform properly to target consumers. But what is behind a good mobile app?

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In 2015, app sales increased to USD$59.86 billion from $35.48 billion in 2014, an increase of 68.7 percent, per a new study. And 303 of the world’s top 500 retailers now have an app.

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But what separates a good retail app from a bad one? And why are some retailers making more money off mobile apps than others?

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Ecommerce and brick and mortar retailers use customer data to individualise customer experiences, by using each platform you make sure your consumers are targeted at both sides.

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Your standing in the retail apps economy isn’t just impacted by your own operational decisions. It’s impacted by competitive markets and how your app weights up.

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So what makes a good shopping app?

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The 2016 retail app sales leaders were based on ratings, user reviews, the quality of the mobile app and how easy it was to use.

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The analytics were carried out by Applause Mobile Sentiment Analysis, a subscription-based SaaS tool that continuously crawls app store star ratings and user reviews and measures on a 100-point scale how users perceive the quality of mobile apps.

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The graph shows that out of the company apps surveyed, the highest rated (Groupon), came from a combinations of good ratings, sales, and ease of use through both Android and IOS platforms.

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More shoppers are using retailer’s mobile apps, even while they are shopping in the store. The graph below which is a result of a survey carried out by Apptentive.

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The study found that that 51 percent of mobile app users use them while shopping in-store. The reasons for doing so varied from redeeming discounts to searching for products, but all illustrate an important intersection between the digital and physical shopping experiences.

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Many argue that apps are unnecessary for retailers because customers simply don’t want them. It’s not that customers don’t want apps; they just don’t want apps that don’t add any value.

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Successful retail shopping apps can include:

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1)    In-store considerations: This includes pointing out instore sales.

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2)    Loyalty:  Mobile apps are allowing retailers to improve their loyalty programs for customers and better measure performance.

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3)    Push Notifications: Push notifications allow retailers to send specific marketing messages to shoppers and measure the effectiveness of campaigns

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Retail app success depends on a number of variables, but at its core is providing a product that adds value.

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Customers want an app that will enhance their shopping experience, add convenience, and reward them for their loyalty to your brand.

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