Recent reports are insisting upon the inevitability of a mobile-only customer experience. Brands that are slow to embrace a “mobile-first” approach are running the risk of losing relevance with their customers – especially when you consider that around one-third of shoppers are mobile-only, with more than half considering mobile a critical component of the purchasing decision process.
One of the biggest current faux pas some companies are making is developing applications that are not meeting customer wants and needs. Ideal for mobile purchasing, particularly on tablets, mobile shopping apps are quickly becoming necessary for turning users into conversions. An estimated 51% of consumers will abandon their mobile cart and close the app if they struggle with it, with only 16% of mobile purchases actually being made via smartphone. This means lost opportunity due to naïve functionality.
With nearly two-thirds of retail shoppers claiming to have used a mobile device while in store, m-Commerce applications that are relevant and useful to the in-store experience are proving to be the most desirable. Shoppers want to be able to locate a store, go there, then compare pricing and access further product information before making a physical purchase. Some would even like to be able to self-scan items for check-out, locate different sizes and colors at nearby stores, and have a digital wallet to easily order products with one simple click.
Successful shopping applications are creating more immersive, personal, well-rounded experiences for retail shoppers. As physical and digital lose separation, mobile shopping apps are proving themselves an invaluable stepping stone along the path toward full integration and powerful omnichannel strategy.