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BizReport : Mobile Marketing : March 14, 2014

Mobile: Retail apps encourage in-store shoppers

Retailers that provide a mobile app are more likely to attract in-store shoppers, according to new research released by app research and strategy organization Apigee Institute.

by Helen Leggatt

The research, conducted in the U.S., found that two thirds (66%) of consumers are more likely to shop in a brick-and-mortar store that has a "useful" mobile app. Among 'power users' - that 25% of consumers who use apps more frequently - the figure rises to 84%.

"The rise of mobile isn't just changing e-commerce. Our research finds that customers not only want brick-and-mortar retailers to deliver key services via apps, they expect them to," said Bryan Kirschner, director of the Apigee Institute.

What do consumers define as "useful"? For more than 50% of respondents the most critical feature in a retail app is an easy to use interface and features that allow them to find a store. This was followed by customer service access and the option of being able to purchase items through the application.

According to the Apigee Institute's report, "The Mobile Mandate for Retail - Three Criteria for Making the Most of Mobile Apps in Retail", "More than 8 in 10 (81%) smartphone owners say their phone or tablet has changed the way they shop, with 15% describing their experience as completely changed. Taking into account expectations for the future, nearly all (90%) expect mobile to change their shopping behavior by 2015".

Image via Shutterstock

Tags: brick-and-mortar, mobile apps, mobile marketing, retail

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