Mobile applications are an important entry point to eCommerce, especially relevant for retailers. Baynote indicates that online shopping thanks to the use of apps have increased by 48% this Christmas, compared to the previous year. According to the Annual Holiday Online Shopping Survey, retailers are betting on mobile applications in order to retain their customers and encourage repeat purchases. For this, Marti Tedesco, senior director of corporate marketing at Baynote, considers that Brazil Mobile Database these companies have invested in the improvement and optimization of these apps, in order to guide them to the sale and improve the customer’s shopping experience in this environment.
The survey shows that this year 34% of customers used the store’s brand applications to confirm their purchases online comfortably through their mobile device. Practice in 2012 only performed 23% of consumers. As for the public most willing to use these shopping-oriented apps, the interest of the youngest stands out. 47% of consumers between 18 and 24 years old ordered their Christmas gifts through these mobile applications, along with 43% of adults between 25 and 34 years old and 41% of those between 35 and 44 years old. A trend that could increase, if retailers know how to take advantage of the advantages of a mobile app and really focus their strategy on the customer.
Thus, brands must be aware of the effort that users have to store an app for each brand on their device, as well as the disadvantage of only being able to purchase the products of that brand. Clear impediments that could lead customers to flee in favor of other applications that allow them to purchase products from various retailers, such as RetailMeNot.
For this reason, retailers have to bet on offering an unbeatable shopping experience, along with other value-added advantages for the customer, such as joining a loyalty program, as well as the launch of periodic offers, coupons and discounts only for these customers in order to encourage them to periodically consult the app.
These retailers have the advantage that consumers prefer to use these applications, rather than accessing websites with their mobile. The Brother Cell Phone List Global Report on Mobile User Experience, published in November by Compuware, showed that when choosing between using a mobile application, or browsing a website adapted for mobile, users do not hesitate, 85% are left with the apps. With the addition that these users spend more time on apps than on the web. Users use the brand’s applications twice as much as its website (9.8 vs 4.4 times), which allows a greater number of points of contact, and with it more opportunities to reach them and encourage their loyalty.