The average American now spends 162 minutes per day on a mobile phone or tablet, according to a survey conducted by mobile measurement firm Flurry (now a unit of Yahoo) early last year. And the vast majority (86%) of that time is spent on mobile apps.
It’s no wonder then that major retailers have embraced apps as essential to reaching consumers. Connecting customers directly to the company, apps help build engagement and loyalty by clueing people in on their latest promotions while eliminating search from the shopping equation. Three out of five (61%) of consumers have downloaded a retailer's app, according to Latitude’s Next Gen Retail: Mobile & Beyond report.
Apps also offer retailers a great opportunity to reinforce their brands. And while "brand" is a fuzzier concept than conversion or sales revenue, it has an incredible effect on those who shop—and identify—with a company.
Just the visibility of a brand app icon on the consumer’s smartphone screen can improve brand awareness. But retailers are taking apps beyond the logo to reinforce their central brand promises.
Purveyors of outdoorsy advice
REI is known for offering advice to outdoor enthusiasts in-store, as well as arranging hikes and trips for members. The company estimates that three-quarters of in-store buyers have also visited an REI digital property during the path to purchase. To help shoppers make selections, the retailer recently launched a new iPad shopping app.
But it’s the award-winning REI Snow Report app that underlines the sense of adventure the company wants to promote. Winner of a 2013 Digiday Mobi Award for Best Mobile for E-Commerce/Retail app, it helps skiers and snowboarders locate the best snow conditions, sends push notifications containing additional content, and even offers a trip-planning tool that exits to social media to alert friends.
“The best outdoor experiences take planning, and that work often begins online,” said Brad Brown, REI’s senior vice president of Digital Retail, in a statement. “Whether you’re scheming about a fall hike or getting ready for a season on the slopes, our apps deliver the information you want, when you most need it.”
Streamlining the in-store experience
Target revamped its shopping apps ahead of the 2014 holiday season to include shopping lists and interactive store maps, plus interactive social media functions that reinforce its position as a provider of stylish, value-priced apparel.
“We view mobile as the new front door to Target,” Jason Goldberger, senior vice president of Target.com Mobile told GeekWire.
Brand-boosting features
Neiman Marcus is helping customers personalize their in-store shopping experience by suggesting styles, bookmarking items, and alerting sales reps that customers are on the way. And beauty brand Sephora offers added content in several apps to reinforce its brand with skincare and makeup "inspiration."
“Apps today play a vital role in creating rich, personalized or in-store customer experiences,” Amar Varma, general manager of mobile at Pivotal Labs, told Internet Retailer in releasing its second annual U.S. Retail Apps Report in May 2014.
“We are beginning to see that effective mobile retail solutions boost business and strengthen a retailer’s brand, while retailers with less effective mobile strategies are putting both their business and brands at risk.”