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BizReport : Mobile Marketing : October 10, 2014

Mobile shoppers struggling with apps and want in-app customer care

Consumers are increasingly using mobile apps to help them in their shopping journey but, according to new research from Contact Solutions, those mobile shoppers have high expectations when it comes to customer care.

by Helen Leggatt

Investments in online and mobile shopping are starting to pay off, says John Hibel, director of marketing at Contact Solutions. However, a lack of attention or access to customer care options for app users could be their downfall.

In August, 2014, Contact Solutions surveyed the shopping habits of more than 1,000 U.S. consumers and found that while 3 out of 4 shop online, 30% shop using a mobile device at least as much as they use a desktop computer. One in 10 use mobile apps exclusively for shopping.

However, not all app experiences are positive. One in six of those surveyed said they struggle with mobile shopping apps at least half of the time. Almost 4 in 10 (38%) cited disappointment at not being able to access help within an app.

When consumers struggle to use an app, more than half (51%) abandon their shopping cart and close the app - a lost purchase for retailers. Twenty percent will stop using the app altogether.

Almost all, 92%, said automatically provided customer care within an app would be helpful and enable them to successfully complete a task or purchase.

"Customers are using apps more frequently for shopping, but when they encounter problems and cannot get the help they need, the results are disastrous for retailers," said Hibel.

Image via Shutterstock

Tags: apps, consumer study, customer care, mobile, research, shopping

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