Apps Bring Customers Back collection

Looking for a way to draw in repeat business? You may want to consider creating your own store app.

ABI Research’s December 2011 survey, “Mobile Shopping and the Mobile Wallet,” revealed the following about its respondents who had downloaded a retailer-branded app:

  • 45.8% visit the store more often
  • 40.4% buy more of the store/brand’s products and services
  • 35.8% tell a friend about their store shopping experience
  • 30.8% encourage friends to visit the store

“These are overwhelmingly positive numbers. They are so compelling that if retailers do not have a smartphone app strategy in place right now they are in danger of being left behind by their competitors,” said senior analyst Mark Beccue.

But there are things to consider: Only 25% of the survey’s respondents had downloaded a retailer-branded app—which could be the result of consumers who simply favor the particular stores they downloaded apps for, says ABI Research. The firm also noted that as more consumers download retailer apps, the positive responses could decrease. Additionally, 37.9% of the respondents said that downloading a retailer’s branded app caused them to download other retailer-branded apps. 

Nonetheless, ABI Research still considers the numbers compelling. “Clearly consumers are using retailer-branded apps as an engagement tool. Once a retailer can capture a consumer with [an app], there is a real opportunity to leverage smartphone apps to enhance customer service, deliver richer, more relevant product information in real time, shorten checkout lines and more,” said Beccue. “We are at the dawn of a very dynamic and creative time for retail.”

—Manyesha Batist

[Image: collection]