Commentary

Mobile Retail Apps As Proximate Concierge

Customer loyalty has to be earned, and marketers can win this devotion by meeting shoppers' expectations across channels, says new data from AppDynamics, showing that performance of retail websites and mobile apps can significantly impact customer satisfaction, loyalty, and spend. 70% of respondents say that the performance of a mobile app influences their perception of the retailer. 

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Sometimes these perception impacts are positive, says the report. A third of respondents say they use apps for convenience, like when they're visiting a store or looking to make a swift, on-the-go purchase. Likewise, 40% say they'd try a new app if it promised to deliver a more convenient shopping experience. 

Other times these impacts are negative. For example, 67% of respondents say they'd reject shopping with a retailer if that retailer's app offered a negative experience. 

Jyoti Bansal, founder and CEO of AppDynamics, says “…as the lines between work and personal, digital and physical continue to blur… (retail) apps must function at all times… across multiple platforms… to retain and nurture always-on consumers… “

The study, polling 4,000 smartphone and tablet users, also found the following:

  • 43% of consumers say they want mobile apps that allow them to purchase products while in-store, instead of queuing for a sales assistant
  • 57% say they'd like retail apps to inform store assistants of past purchases to create a more tailored omnichannel experience
  • 56% say they'd be encouraged to visit brick-and-mortar stores if apps provided them with personalized offers when they're in close proximity
  • 75% say that, if unable to complete a purchase, a prompt and personal apology would persuade them to revisit the retailer

Paul Hobbs, head of e-commerce for Shop Direct, concludes that “… today's consumers expect a seamless shopping experience across online and offline channels… with minimal friction points… putting increased pressure on retailers to innovate… using the latest technologies to improve and augment… online e-commerce…

For additional information please visit Direct Marketing News (dmn) here.

 

 

 

 

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