Anything For You All: [CHART] Here's how retailers can use mobile apps to drive in-store purchases

Minggu, 21 Juli 2019

[CHART] Here's how retailers can use mobile apps to drive in-store purchases

New Chart: Payments and Commerce

How retailers can use mobile apps to drive in-store purchases…

Mobile shopping apps such as those offered by Amazon, Walmart, and Target are currently quite popular with consumers: 69% said that they use at least one shopping app and 1 in 3 (34%) said they use three or more, the most popular response, according to a survey from Blis sent to Business Insider Intelligence.

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While mobile shopping apps are popular, consumers have a predilection for making purchases in-store that retailers can cash in on with their mobile apps. A strategically sound way to drive value from a mobile shopping app may be to highlight physical stores. Though only 12% of consumers prefer to go in-store for product inspiration or advice, and only 10% prefer to do so to make price comparisons, 35% of shoppers prefer to go to a store to make a purchase, while other channels like mobile apps and latops see their popularity sink.

Here's how companies can take advanage of consumer preferences in their mobile app strategies to drive shoppers to stores:

Hit potential purchasers with mobile notifications in ways that count. When asked what prompts on their cell phones would make them go to a store to see more, 41% of respondents said an ad when they're out and close to the store would do the trick, the second most popular response. Therefore, retailers that use a strategy like geofencing in their apps to determine if a customer is near their store, and ping them if they are, could see an uptick in transaction volume in stores. It would be even more effective for retailers to go one step farther and use a mobile app notification to offer customers a free sample, as this was the top mobile prompt that consumers said would drive them to a store. One company that blended these approaches innovatively was Burger King, which ran a promotion where it geofenced customers and prompted them to order a Whopper for $.01 when they were within 600 feet of a McDonald's location, according to Business Insider.
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