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BizReport : Ecommerce archives : April 11, 2013

3 Questions with Adobe's Dave Dickson

Everyone knows mobile is an important aspect of an overall marketing strategy. But one expert explains why mobile is more than a check-mark on a list - and what it means for brands to have a true mobile presence.

by Kristina Knight

Kristina: What is 'wrong' with retail apps?

Dave Dickson, Senior Product Marketing Manager, Adobe Digital Publishing: As tablets and smartphones become increasingly more popular, many retailers have developed an app just to check the box that they're present on mobile devices.

Kristina: Half of mobile consumers use browsers, half use apps...isn't it enough for retail brands to have a mobile-friendly website?
Dave: While both useful, mobile Web and mobile apps ultimately play different roles in influencing the purchase funnel. Mobile Web, with its broad reach and relatively low production cost, is uniquely suited for driving awareness of a retailer's products and brand. In turn, tablet and smartphone apps do well at driving consideration, purchase and loyalty because of the deep engagement they generate with customers. With interactivity and device-specific functionality like geolocation, retailers can deliver a contextual, engaging experience that drives revenue - and repeat customers.

Kristina: What do businesses need to do, moving forward, to ensure they are serving the right mobile experience?

Dave: From recent research Adobe conducted - the 2013 Digital Publishing Report: Retail Apps & Buying Habits report - the data indicates that retail apps and catalogs indeed do provide a platform for retailers to develop deeper connections with their customers. Survey results show 67% of tablet and smartphone shoppers only use apps for their favorite stores. Additionally, 38% of tablet shoppers and 42% of smartphone shoppers responded that app interactions strengthened their connection to the brand, providing a chance for retailers to foster more meaningful relationships with their most valued, repeat customers.

More from Dave and Adobe tomorrow - including his tips to improve the mobile experience.

Image via Shutterstock

Tags: Adobe Digital Publishing, ecommerce tips, ecommerce trends, mobile marketing, mobile trends, retail apps

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