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: Five retailers are opening stores for every retailer closing stores...
28.08.2019   #retail #brick and mortar retail

Five retailers are opening stores for every retailer closing stores

New report by IHL Group debunks the retail apocalypse narrative

More than five retail chains are opening stores for every retailer that is closing stores in 2019, according to new research from IHL Group. This is up from 3.7 in 2018. The company also reports that the number of chains adding stores in 2019 has ...

Thumbnail-Photo: Innovation in sustainable packaging design and materials...
08.07.2019   #sustainability #packaging

Innovation in sustainable packaging design and materials

Bosch Packaging Technology and BillerudKorsnäs intensify collaboration

The demand for sustainable packaging among consumers and brand owners all over the world is growing at an exponential rate, which in many cases drives a strong need to replace plastic packaging. Strong partnerships are required to bring about the ...

Thumbnail-Photo: loadbee closes gap between industry and trade...
24.09.2019   #online trading #sales promotion

loadbee closes gap between industry and trade

How online shops profit from fully automated manufacturer information

What promotional content convinces in the moment of the purchase decision? 51 percent of online shoppers are convinced by videos. In general, 92 percent of the respondents of a representative survey (Source: inRiver) states that these and other ...

Thumbnail-Photo: Return on experience: The new kind of customer loyalty...
12.08.2019   #customer satisfaction #customer retention

Return on experience: The new kind of customer loyalty

US retailers benefit if they keep pace with rapid rise in customer expectations

New research conducted by alternative payments provider Klarna across 2,000 US consumers and 250 retail decision makers, reveals that retailers are struggling to retain their customers as consumers today increasingly have zero tolerance for a poor ...

Thumbnail-Photo: Rewarding customers for sustainable shopping...
29.07.2019   #sustainability #loyalty cards

Rewarding customers for sustainable shopping

Koin Rewards & Fidel bring loyalty and card-linking together

Koin Rewards, the ethical rewards platform built on the blockchain, announced that it has partnered with card linking API Fidel to build a responsible and sustainable rewards program for shoppers.Koin Rewards is working with Fidel to build a ...

Thumbnail-Photo: A pearl among commodities: encouraging impulse buys...
11.09.2019   #pos marketing #customer analysis

A pearl among commodities: encouraging impulse buys

How to make the most of wait times

It’s wonderful if customers come to retail stores to buy things. It’s fantastic if they buy more than they planned to purchase. This offers many opportunities, especially for brick and mortar retailers as surveys show: customers are more ...

Thumbnail-Photo: Get your business ready for E-commerce!
30.09.2019   #e-commerce #customer satisfaction

Get your business ready for E-commerce!

E-commerce Berlin Expo 2020 starts on the 13th of February 2020

The E-commerce Berlin Expo 2019 gathered more than 55000 visitors, 150 exhibitors and 45+ speakers taking part in the annual fair. The numbers speak for themselves - EBE has become one of the most important e-commerce events in Europe. However, ...

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: British consumer behavior: ethical and Instagrammable...
06.08.2019   #marketing research #customer analysis

British consumer behavior: ethical and Instagrammable

Report tracking spending across major consumer markets

As Brexit rumbles on, British consumers continue to spend on brands and businesses that successfully tap into the Holy Trinity of current consumer behavior: the ‘experience economy’, the booming health and wellness movement, and the ...

Thumbnail-Photo: 90+ year-old manufacturer redesigns its stores …...
19.09.2019   #consulting #customer satisfaction

90+ year-old manufacturer redesigns its stores …

… making window and door shopping easier, more personalized and enjoyable

Each year we hear about the increase in online sales, and the talk of the demise of brick-and-mortar stores. But, brick-and-mortar stores aren’t going anywhere – if they adapt. And Pella Windows & Doors is adapting.Rather than ...

Supplier

loadbee GmbH
loadbee GmbH
Nikolaus-Otto-Straße 13
70771 Leinfelden-Echterdingen
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen