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BizReport : Mobile Marketing : April 12, 2013

How brands can improve the app experience

Mobile apps can be a huge selling point for brands - from people looking up product information in-store or comparison shopping in-store and finding a better price online. But if the app doesn't engage, it is wasted space. Here's how to improve the app experience:

by Kristina Knight

Kristina: How are businesses already changing how they look at apps?

Dave Dickson, Senior Product Marketing Manager, Adobe Digital Publishing: From the trends we're seeing, many retailers in 2013 are taking another look at how apps really fit into a cohesive, integrated marketing strategy. This means evaluating how mobile apps fit into other elements of marketing mix -- both offline and online -- as well as identifying the specific business objectives retailers intend to accomplish through apps; whether that is driving increased brand engagement, immersing consumers in a product "experience" complete with lifestyle content, or driving traffic and revenue online or in stores.

Kristina: How can retailers improve their app experience?

Dave: Retailers should understand the different use cases their apps fulfill across tablets and smartphone and tailor the app experience accordingly. From Adobe's research, money-saving offers are the most highly valued app characteristic for all mobile shoppers (52% of tablet shoppers and 67% of smartphone shoppers). Tablet shoppers also want interactive images and slideshows (49%) that help them better understand product offerings in a virtual environment. Conversely, smartphone shoppers want the ability to locate physical stores through an app (60%), as well as take advantage of geo-based offers.

Kristina: How important is the social space to a better customer experience?

Dave: Our data shows that a purchasing recommendation from a trusted friend is most valued, with 88% of tablet shoppers and 87% of smartphone shoppers naming their friends as the primary influence, followed by emails from the retailer, online ads and videos and Facebook. As such, retailers should also look at how they integrate social sharing features in retail apps and catalogs - such as sharing products, reviews and news - to be effective in driving purchases and app downloads.

You can read part one of my chat with Dave, including how some brands have 'gone wrong' with mobile, here.

Tags: Adobe Digital Publishing, mobile app trends, mobile commerce, mobile marketing, retail apps

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