New research from Retail Week explores what consumers expect from apps and how retailers can leverage the channel.
In 2010, the slogan ‘there’s an app for that’ had become so popular that Apple decided to trademark it.
At the time, mobile apps were at the threshold of becoming ubiquitous accessories to people’s everyday lives. Five years on and whether you want to check the weather forecast, place a bet, order a pizza or complete a crossword, the chances are you’ll find an app that meets your needs.
Retailers have had something of a love–hate relationship with mobile apps. The cost of development can be high and persuading consumers to download them is often a challenge.
Consumers increasingly expect that retailers will have an app – even if they choose to ignore it. A retailer having a mobile-optimised website is not always enough for many shoppers.
Retail Week’s Mobile Apps for the Modern Consumer Report, in association with Criteo, which is based on exclusive research, examines the role of mobile apps and how they are being used and perceived by consumers.
The results paint a complex picture of a landscape where simply having a mobile app is no guarantee of generating usage and driving incremental sales growth.
Bombarded as they are with apps that promise the world and often fail to deliver, consumers are ruthless in jettisoning those that add little or no value to their lifestyles.
Retailers need to understand how to maximise the value of an app in order to drive sales, generate insight and ensure customers keep coming back for more.
No comments yet