Mobile Retail Apps: The Good, the Bad and the Ugly
Mobile retail apps have evolved massively in recent years; the best ones achieve must-have status by providing incentives so valuable that users are happy to be identified across online and in-store—whether that’s by account number, location, or by scanning a QR code. The real challenge is building an application flexible enough, responsive enough, and valuable enough to grant access to those precious insights.
A recent Shopify trend report, ‘The Future of Commerce’, revealed that a growing number of consumers are returning to in-store shopping. In fact, over the next year alone, 54% of consumers surveyed said they’re likely to look at a product online and buy in-store, while 53% are likely to look at a product in-store and purchase online.
The report demonstrates that omnichannel shopping is here to stay, with retailers continually seeking new ways to strengthen and link their digital and online presences to compete. As a result, many retailers look to mobile retail apps to bridge the gap between in-store and online and create a seamless experience from research to purchase and beyond.
However, for a mobile shopping app to truly take off, ensuring a responsive, end-to-end user experience that provides self-service capabilities is key. Read on to discover some of the key aspects to consider when building an omnichannel mobile retail app, as well as common mistakes to avoid to ensure success.
Mobile retail apps: The good, the bad and the ugly
Here are the very best and worst mobile retail app features to look out for.
Let’s start with the best shopping app features on offer today. The most effective mobile retail apps on the market can recommend your nearest store(s), check stock levels in real-time, consolidate receipts across online and in-store purchases, deliver tailored offers for loyalty programme members, unlock exclusive access to in-store events and more.
Some of the most advanced mobile apps for retail stores provide a heightened sense of personalisation and even offer open payment options to further streamline the customer experience and remove friction when checking out.
All of these attributes enable a seamless, omnichannel shopping experience across digital and physical stores.
Bad mobile retail apps are generally slow and clunky, with minimal functionality and added value. Lack of integration with third-party tools (for example Apple Wallet for storing loyalty cards) results in a poor user experience. These apps therefore have limited long-term appeal.
That brings us to the ugly. In addition to the qualities above, the very worst mobile shopping apps rely on the invasive use of personal data without providing any tangible added benefits to the user. If your mobile application falls into this category, then it’s time to stop what you’re doing and rethink fast.
Whether you’re starting from scratch, modernising or rethinking your mobile retail application, we work with organisations to boost performance and streamline the customer experience.