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BizReport : Mobile Marketing : April 11, 2016

Retailers failing to maximise power of apps to drive consumers in-store

Mobile and online commerce is not the death knell for in-store shopping as some might predict, according to mobile app developers Apadmi. Instead, mobile - and apps in particular - can play a significant role in bringing consumers back into physical stores.

by Helen Leggatt

Mobile apps can drive consumers through the doors of high street stores, if only they connect the channels effectively and in the way consumers expect, concludes a recent report from Apadmi.

However, it seems that current attempts by retailers to engage via mobile apps is not hitting the mark. Just 31% of consumers currently use retail apps while in-store yet 41% more would do so if the app enhanced their in-store experience. Furthermore, 29% of consumers would be happy to share details such as their location with a retail app if, in return, they received in-store offers and incentives.

The top four favorite features of retail apps were being able to browse products (53%), offers and promotions (49%), loyalty scheme (45%), and click and collect (42%).

apadmi.pngAccording to Nick Black, CEO of Apadmi, there exists "a big opportunity for retailers to use mobile as a way to drive in-store sales, especially as our research found that a massive 97% of Brits with a smartphone take it with them when they go shopping. It's time that retailers realised that consumers actually want digital channels, and specifically mobile, to complement the experience they have in store, and not see stores disappear altogether".

Additional stats from the report include:

- 80% of consumers would be happy to collect loyalty points on their mobile, including when they complete tasks as they walk around a store; currently just 20% interact with a retail loyalty scheme on their mobile device;

- 43% said they would be more likely to download a retail app if it allowed them to browse and buy products quickly and easily;

- 74% said they would be more likely to download an app if it was free of charge;

- 41% would be more likely to download an app if it complemented the in-store and online experience;

- A fifth of adults in the UK use their favorite retail app a couple of days a week - just 2% use them daily;

- Slow and unresponsive mobile apps would cause 71% to stop using them;

- Just 17% said mobile retail apps offered a better experience than a website.

For more stats and information, check out Apadmi's full report here.

Tags: apps, loyalty scheme, mobile, research, retail, UK

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