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BizReport : Mobile Marketing : December 02, 2015


Smartphone users see significant room for improvement in retail apps

Retail apps aren't impressing UK smartphone users, according to a study by mobile app developers Apadmi, with most saying there is room for improvement in shopping and loyalty apps.

by Helen Leggatt

In their study of 1,000 smartphone users in the UK, Apadmi found that more than seven in 10 believe there is a gap in the market for improved retail apps. Specifically, respondents said improvements could be made in functionality (56%), provide more offers or loyalty scheme (34%) and that currents apps are too slow (21%).

"It's clear that user experience is extremely important, and retailers would benefit from investing properly in an app to ensure it provides a seamless, quick and intuitive experience," said Nick Black, CEO of Apadmi. "There is no reason why apps, in today's 'mobile first' society, can't become the key delivery mechanism for consumers."

More than half (53%) of respondents said they mostly use apps to browse products, but 27% said they would like retail apps to offer more than just display products. Forty-three percent said payment methods could be improved.

However, the biggest gripe among app users in the UK is speed and responsiveness. Almost two-thirds (61%) said they would delete an app that was slow and unresponsive. Issues with an app would lead to 27% abandoning it altogether rather than try again and 26% said a poorly designed app would reflect badly on the retailer and send them to a competitor.

"Based on the findings of our survey about retail mobile app usage, we've learnt that it is essential for retailers to focus mobile on real business touch points, such as customer acquisition, loyalty and marketing," said Black. "With so many consumers using retail apps, it's important that retail companies have an app that stands up to the brand's reputation and contributes to its success."

Image via Shutterstock

Tags: app trends, mobile marketing, research, retail, U.K.










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