Despite their collective financial woes and being seen as ‘old guard’, both M&S and Next remain in the top 5 most downloaded fashion retail apps, something that boohoo has failed to achieve, during lockdown.
According to App Annie, a mobile data and analytics platform, the top 5 fashion retail apps in the UK over Q1 2020, based on Monthly Average Users (MAU), are Asos, H&M, Depop, M&S, and Next.
With stores shut and more shoppers than ever turning to online, it seems that some traditional retailers have managed to capitalise on lockdown changing shopping habits.
According to Lexi Sydow, Senior Market Insights Manager at App Annie, these five are leading the way simply because they have embraced mobile.
She says: “Certain players in the retail industry perform better than others simply by embracing mobile as a central pillar to their strategy. Others that haven’t performed as well must learn to start offering experiences via mobile, to combat the decline in in-store footfall. The trend of online shopping in mobile apps is poised to be a mainstay in everyday life even as restrictions ease up, so retailers need to adapt their business models appropriately to meet with this increasing demand.”
Sydow adds: “As the average consumer spends 3 hours 40 minutes each day on their smartphones, mobile is a vital channel for retailers to engage with shoppers, especially with the current international lockdown. Mobile has played a significant role in the growth of eCommerce and now with shoppers staying at home and exercising social distancing more, there is an increasing demand for convenience from the device they nearly always have on them — their smartphones. Even as lockdown measures relax, one thing is clear: mobile is our go-to device and consumers are hard-pressed to find an avenue more convenient, personalized and frictionless as shopping from the comfort of their couch — or virtually anywhere."