Consumers are turning to retailers’ mobile apps to enable seamless omnichannel experiences
How we got here: The pandemic has reshaped consumer omnichannel expectations, which are now often mediated by a retailer’s mobile app.
- According to McKinsey research, 70% of consumers who started using in-store self-service in the last two years intend to continue using it after the pandemic.
- Yet while the pandemic has prompted many consumers to adopt retail app technology more quickly, many features are gimmicky or glitchy and cause more friction than convenience.
What this means for retailers: Retail mobile apps with specific features can be the way to deliver a superior customer experienceespecially those that allow customers to plan their trips while promoting speed and convenience.
- Important features include in-app notifications when items are ready for pickup, scanning and saving gift cards to the user’s profile, and store inventory availability.
- Features that enhance the in-store shopping experience, such as product availability and location at a preferred store and price checking, are particularly useful.
- Globally, app features should help consumers save time and money and make the shopping experience as smooth as possible on the small screen.
Go further: To learn more about what makes retail mobile apps sticky as well as which retailer apps had the most valuable featurescheck out our 2022 U.S. Retail Mobile App Features Benchmark.
This article originally appeared in Insider information Briefing on retail and e-commerce—a daily recap of the best stories reshaping the retail and e-commerce Industries. Subscribe to get more impactful takeaways delivered to your inbox daily.
