Company News • 18.08.2015

"The state of mobile apps for retailers" study

Showing how the mobile mind shift is changing retailers' mobile strategies

The state of mobile apps for retailers study
Source: Forrester Consulting/RetailMeNot

RetailMeNot, Inc., the operator of the world's largest marketplace for digital offers, released today the findings of an August 2015 study it commissioned from Forrester Consulting that looks at how smartphones and apps are changing the retail landscape and how retailers should respond to engage shoppers.

The findings of the study are based on consumer surveys and retailer interviews. One major insight the study provides is that while today's consumers overwhelmingly prefer to access the Internet on their mobile devices, only 30 percent use retailer applications to purchase products.

This mobile revolution in retail is not lost on marketers. Retailers increasingly understand the importance of engaging with shoppers in these mobile moments. However, retailers struggle to get consumers to download and use their apps. In fact, 60 percent of consumers have two or fewer retailer apps on their phones, and 21 percent have none.

"Retailers' mobile strategies needs to encompass more than just their app and website - they must also reach extended mobile audiences engaged in the shopping or browsing process," said Michael Jones, senior vice president, retailer and brand solutions, RetailMeNot, Inc. "I believe that this study conducted by Forrester Consulting clearly shows that retailers who involve partners like RetailMeNot, that already own and can share consumers' mobile moments, are on a pathway towards success."

"This new Forrester study focuses on mobile as the most important touch point for retailers to win, serve and retain customers," added Jones. "Whether consumers are shopping in-store, online or while time shifting on their smart phone or tablet device, retailers' mobile experiences must meet consumer expectations."

Smartphones are quickly becoming the first screen for consumers - even in retail

  • 84 percent of consumers surveyed use their smartphones while shopping in-store.
  • Internet usage at home in the living room and common areas is now predominately done utilizing a smartphone (83 percent), surpassing PC/laptop usage (53 percent) and tablet usage (54 percent).

Coupons continue to be compelling content and have gained more traction as an in-store influencer year-over-year

  • 65 percent of consumers use their smartphones to find coupons online.
  • More than half (55 percent) of consumers surveyed say they use a smartphone to find a coupon while shopping in-store, and an equal number use their smartphone to redeem a coupon while in-store.
  • The study found that in 2015, 49 percent of digital coupons discovered on smartphones are ultimately used in-store to make a purchase, a 22 percent increase from 2014.

Retailers struggle to get consumers to use their apps

  • Of the U.S. consumers surveyed who have used a mobile phone in the last 3 months to perform a retail-related activity, 60 percent have two or fewer retailer apps on their phones, and 21 percent do not have any.
  • Over half of respondents (56 percent) use retailer apps once a month or less.
  • In fact, the study revealed that consumers more frequently choose to use a mobile website to perform the majority of their shopping-related activities, such as purchasing a product, finding a coupon or coupon code or comparing prices with other websites or stores.

Retailers must do more to reach customers beyond having a great app

Retailers can extend their mobile reach through partnerships with the applications customers use most often, helping the retailer to "borrow" mobile moments. Partners like RetailMeNot can act as additional channels for retailers to market to customers, and for new customers to discover retailers. Furthermore, promotional partners with large mobile audiences and active users can provide retailers with an invaluable source of data, context and insights that retailers need to provide customers with personalized, superior shopping experience.

Access the full study 

Source: RetailMeNot, Inc.
 

related articles:

popular articles:

Thumbnail-Photo: Digital food retail: customers expect more personalization...
07.06.2019   #personalization #food delivery service

Digital food retail: customers expect more personalization

New research sponsored by precima shows retailers must act quickly to develop a detailed understanding of shopping missions.

The fast-changing dynamics of the food retailing environment continue to challenge companies to keep pace with fast-changing shopper demands. The latest of these shifting shopper requirements involves their behavior on digital platforms and is ...

Thumbnail-Photo: Overspending is common when shopping online
25.06.2019   #online trading #customer analysis

Overspending is common when shopping online

Report on digital spending and its impact on American's credit card debt

About 2 in 5 (42 percent) of consumers admit blowing their budgets while online shopping in the past 6 months, according to new research from CouponFollow, an online couponing platform. The new report surveyed over 1,700 American consumers on their ...

Thumbnail-Photo: The customer is always right? Two customers might spell trouble!...
09.05.2019   #consulting #brick and mortar retail

The customer is always right? Two customers might spell trouble!

How salespeople can handle customers who bring company along

Customers rarely shop alone. Most of them shop with family or friends. The other person might not always be in a good mood, patient or friendly. Can the salesperson simply ignore the other person in these instances? How should he or she handle this ...

Thumbnail-Photo: Digital natives value brick and mortar stores …...
11.07.2019   #consulting #customer satisfaction

"Digital natives" value brick and mortar stores …

… more than their parents or grandparents

Despite clear differences in expectations among shoppers of different generations, almost half of retailers (44 percent) have made no progress in tailoring the in-store shopping experience according to a recent study conducted by Oracle NetSuite, ...

Thumbnail-Photo: Stores with employee background checks favored...
17.06.2019   #security #customer satisfaction

Stores with employee background checks favored

Sterling’s 2019 ‘Retail Industry Screening’ survey

Sterling, expert in background and identity services, today released the results of its 2019 ‘Retail Industry Screening’ survey. An inaugural initiative, the survey examines Americans’ perspectives, experiences and concerns related ...

Thumbnail-Photo: U.K. and USA: What about consumer spending?
28.05.2019   #marketing #shopping habits

U.K. and USA: What about consumer spending?

Millennials driving success of new retail models and shaping retail trends in U.S. and U.K.

As Millennials gain a reputation for being category killers across various industries, a recent study by First Insight, a global technology company transforming how leading retailers make product investment, pricing and marketing decisions found ...

Thumbnail-Photo: DOOH displays are engaging
01.04.2019   #digital signage #Digital Out-of-Home (DOOH)

DOOH displays are engaging

Consumers to seek out more information after seeing digital signage

The majority of U.S. consumers notice out-of-home digital video displays, according to “On-Site Insights,” a new study from Edison Research. In today’s media landscape where it is increasingly challenging for brands to reach ...

Thumbnail-Photo: Attracting customers to your retail store: location-based marketing...
03.06.2019   #customer satisfaction #digital marketing

Attracting customers to your retail store: location-based marketing

Right people, right place, right time: getting your customers' attention

“Check out this suede jacket that matches your pants and shoes." Once a customer is near the entrance of a fashion boutique, marketers deliver personalized promotions via hologram. After the customer has entered the store, the ...

Thumbnail-Photo: Consumers demand sustainable fashion but won’t pay more...
28.06.2019   #sustainability #fashion

Consumers demand sustainable fashion but won’t pay more

Top five demands for the industry to become more sustainable

New research suggests over half (52 percent) of consumers in the UK and US want the fashion industry to become more sustainable, with calls for reduced packaging and fair pay for workers among their top demands. But only 29 percent of these ...

Thumbnail-Photo: Creative Retail Awards shortlist announced at RetailEXPO...
24.05.2019   #displays #design

Creative Retail Awards shortlist announced at RetailEXPO

Innovative, inspirational and forward-thinking retail display and design

The Creative Retail Awards, which recognise and reward innovation and excellence in worldwide retail design, released the shortlist for their 2019 Awards at RetailEXPO, Olympia London last week.The Awards received hundreds of entries from around the ...

Supplier

iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau