Marketing

What makes a retail app succeed?

Online shoppers are leaning towards mobile apps and away from websites. According to Poq, online shoppers were found spending 6% more money on retail apps and 5% less on the website per month. The amount of time that shoppers spend on retail app is also increasing. Moreover, the retail app has seen better customer retention rate–2.5 time higher than mobile web.

 

All good news, isn’t.

 

However, simply having an app doesn’t guarantee success. There are just as many as, if not more retail apps have failed to build customer loyalty–the thing that brings app users back time after time. In most cases, users just can’t find any value of the app, so they delete it, free up space on their phones and go back to the websites.

 

So what makes a good retail app? What traits of an retail app provide value, serve, win and retain online shoppers? Here are the 4 traits we want to share:

#1. Take down the hurdles
Retailers who do their research can build patterns within their mobile shopper’s’ journey. What is the journey map? Which actions result in the highest AOV? What workflows are hindering customers from converting on the mobile website and can be removed?

 

If you analyze the actions that your mobile web shoppers are often taking, you can fine-still the key workflows, remove the distractions that results from website design. In this way, you can streamline the customer journey, guiding them down the path to final conversion. It is particularly necessary for retailers who have a large inventory and broad product category to simplify the actions that customers take frequently.

#2. Omni-channel made easy

Good retail apps complement omni-channel shopping experience by making it effortless to buy and pick up orders in-store. It save customers waiting in endless lines thus provides a positive experience.

 

Starbucks is the best example here to share. The feature which allows their users to order ahead, pay via phone and pick up orders in-store has brought the app with huge success. Bundling both payments and ordering into the mix and you’ve got a fully working Starbucks self-service.

#3. Incentives, incentives incentives

Everyone loves incentives, so if your app rewards users with special deals and coupons, they will be engaged more often because they will want to take advantage of the rewards and deals they have saved.

If you make a clear incentives distinction between your website and app, your customers will soon know the advantages of using your app and of course, they will come back for more.

 

#4. Push notifications–what the exciting news?

Push notifications are the biggest advantage that a mobile app can take to engage with users at the right timing. Use this to your advantage by focusing on the most relevant activities, like announcements of big sales, special deals and abandoned cart notifications.

Noted that engaging with notifications isn’t equal to bombing the users. If the users are bugged without seeing compelling content, they will be irritated and block notifications.
Anna Abrell, Marketing Manager at Poq says: “It is important for retailers to be aware that mobile shopping apps not only boost customer loyalty, and activating shoppers whose first point of interaction is the app rather than the website or stores should be a crucial facet of every app commerce strategy”