Twitter
Facebook
Linked In
RSS
Login or Register
New to InternetRetailing?
Register Now
Internet Retailing
Site Menu
More
User Menu
More
Amplience
Mention Me
ProSKU
IRUK Top500 The Customer Report: 2018

IRUK Top500 The Customer Report: 2018

You are in: > Home > Views > Editorial

This is your 1 complimentary article for this month

Become a member for unlimited and immediate access.


Register
Already a member? Log in here

Keeping appy customers happy

Linked InTwitterFacebookeCard
Keeping appy customers happy
Keeping appy customers happy
This week not only kicked off with ‘Blue Monday’ – the most depressing day of the year (so far?) – but it also featured, today, the day when most people abandon their New Year’s resolutions. Let’s hope that among them aren’t retailers who vowed at the stroke of midnight on 1 January to treat their app customers better.

Everyone knows that app-based shoppers are typically more loyal, spend more and are more engaged with your brand. But it seems that, while most retailers have taken that part of the equation on board, they haven’t calculated that they have to treat these app shoppers better than they treat everyone else.

And it is starting to cost. As both out lead story and Guest Opinion point out this week, you have to treat app shoppers as VIPs – for they are special and need to be cossetted.

A report, by mobile app developer Apadmi, found that nearly one in five consumers would like to see retailers invest in more innovation to improve apps, while 30% would be more likely to use them if they could do more than just browse and buy.

More tellingly, as our guest opinion-giver, Andreas Hassellöf, CEO, PresenceKit, points out, being on users’ devices is a privilege that should not be taken for granted.

According to comScore, the typical user in the US or Europe downloads just one app a month, and only has between 20 and 40 apps on their phone. Of those, the majority are highly popular apps such as Facebook, Twitter, Instagram, Messenger, or the standard Google or Apple suite.

With more and more apps being downloaded by users – yet fewer and fewer actually being used on anything like a repeat basis – the retail industry faces a quandary. Apps aren’t cheap and so far they have been sold on the premise that they will attract higher spenders, who will become more loyal.

However, if what Apadmi has discovered is anywhere near representative of the shopping population as a whole, they have messed it up.

To me it looks too much like “build it and they will come”. Many retailers have finally got and app, yet they still haven’t made them transactional in many cases – only some 30-odd percent have transcational capabilities according to our own IREUtop 500 research – and even those that do tend to offer a rather muted experience not too dissimilar from the web.

And herein lies the rub: this isn’t the wild world wide web, this is an app, that sits on the customers phone and which should make them feel special. It should be where all the cool stuff happens like one-click payments. It should be where all the new innovations around retailing happen, such as Augmented and Virtual Reality. It should be where interesting interactions with chatbots happen first. In short it should be where those that have bothered to download the app get a really neat experience at the cutting edge of what is available.

With consumers demanding more interaction and a more personal experience, the app is the place to try it – and all these many other tech trends that are going to be big in 2017 – out on the people who matter.
Linked InTwitterFacebookeCard
Add New Comment
LoginRegister

Become a Member

Create your own public-facing profile
Gain access to all Top500 research
Personalise your experience on IR.net
Internet Retailing
We are the magazine, portal and research source for European ecommerce and multichannel retail, hosting the board-level conversation for retailers, pureplays and brands across all of our platforms. Join the conversation.

© InternetRetailing Media

Latest Tweet

Internet Retailing
Tamebay
eDelivery
Twitter
Facebook
Linked In
Youtube
RSS
RSS
Youtube
Google
Linked In
Facebook
Twitter