A Seamless App Experience or Bust
70% of respondents say the performance of a mobile app impacts their perception of the retailer.
Customer loyalty isn't something that can be bought; it has to be earned. Marketers can win this devotion by meeting shoppers' expectations across channels.
For instance, there's no denying that modern shoppers rely heavily on mobile and digital. In fact, data from AppDynamics's "An App Is Not Enough" report shows that 20% of respondents make purchases on their phones while at work in front of a computer, and 70% make more than a quarter of their purchases online.
Therefore, it shouldn't be a surprise that the performance of retail websites and mobile apps can significantly impact customer satisfaction, loyalty, and spend. Actually, 70% of respondents say that the performance of a mobile app influences their perception of the retailer.
“As the lines between work and personal, digital and physical continue to blur, retailers must ensure their apps function at all times across multiple platforms to retain and nurture always-on consumers,” says Jyoti Bansal, founder and CEO of AppDynamics. “Technology has transformed the retail landscape significantly over the past decade, and now more than ever, software defines business success–with revenue and reputation often hinging on customer interactions with apps.”
Sometimes these perception impacts are positive. For instance, a third of respondents say they use apps for convenience, like when they're visiting a store or looking to make a swift, on-the-go purchase. Likewise, 40% say they'd try a new app if it promised to deliver a more convenient shopping experience. Other times these impacts are negative. For example, 67% of respondents say they'd ixnay shopping with a retailer if that retailer's app offered a negative experience.
The study—which polled 4,000 German, French, U.K, and U.S. smartphone and tablet users—also found the following:
- Forty-three percent of consumers say they want mobile apps that allow them to purchase products while in-store, instead of queuing for a sales assistant.
- Fifty-seven percent say they'd like retail apps to inform store assistants of past purchases to create a more tailored omnichannel experience.
- Fifty-six percent say they'd be encouraged to visit brick-and-mortar stores if apps provided them with personalized offers when they're in close proximity.
- If unable to complete a purchase, three quarters of consumers say that a prompt and personal apology would persuade them to revisit the retailer.
“Today's consumers expect a seamless shopping experience across online and offline channels, with minimal friction points,” says Sam Barton, head of user experience. “This puts increased pressure on retailers to innovate, using the latest technologies to improve and augment the online e-commerce journey so it delivers the thrill of visiting the high street in a more convenient way.... At the same time, mobile continues to play an integral role in increasing online sales—allowing consumers to shop when they want, how they want, and on any device. With retailers using a combination of technologies to deliver a competitive and flawless experience to shoppers, ensuring the performance of these applications is mission-critical.”