Why Shopping Apps Equal Success
by Digital Europe
Posted on 03-08-2018
So you’re a retailer and you’ve built a shopping app. Now what? According to Marketing Land, you should ready yourself for a significant shift in the way your consumers transact with you. Their recent report states that, “retailers with shopping apps see a majority of e‑commerce sales from mobile.”
Before you get too excited, this doesn’t necessarily mean that you’ll secure more sales (although it should, and more on that in a minute), but it does mean you are meeting the experiential needs of your consumer.
According to the article: “Retailers that have both mobile sites and apps are seeing, on average, two-thirds of their online sales coming from mobile devices.” They are shifting away from desktop and—even—mobile sites that often need more touchpoints for transactions to complete, towards apps that are usually designed to be more intuitive to the needs of someone who wants speed and convenience.”
If a desktop is the full meal and mobiles an appetiser, then apps are the snackable hors d’oeurves—good for quick bites of instant gratification to fill the shopping stomach.
Consumers today are time and patience-light. At Adobe, our customers are advised to include AI- or machine-learning tools into their customer experience, whether it be simple adjustments such as auto-input customer profile tabs, through to suggested add-on purchases based on details that have been learnt through experience and input of data. And we put our money where our mouth is, as Adobe Sensei is wrapped into everything we do.
What can be achieved through app development? According to the article: “As you might expect, conversion rates on mobile apps are higher, roughly 3x greater than on the mobile web. This may be because the user experience is better in apps, including the checkout process. But it may also partly be because those who download and use retail apps are more loyal and inclined to buy from those retailers in the first place.”
Essentially, if you build it, consumers will come. Because that’s the experience they want today—one that is frictionless, predictive and easy to transact with.
If you’re a retailer, have you got a shopping app? How is it performing for you? And if you don’t, do you plan on building one? Let us know in the comments section below.
Topics: Sales, AI, Machine Learning, predictive, UK, UK Exclusive, Digital EMEA