For today’s always-on consumers, the performance of retail websites and mobile applications is strongly linked to customer satisfaction, loyalty and spend, according to a new study by AppDynamics, the application intelligence company.
Mobile apps play an increasingly important role in consumers’ lives with 70 per cent of consumers surveyed making more than a quarter of purchases online, according to the study. In fact, 20 per cent of those surveyed admitted to making purchases on their phone whilst at work in front of their computer. The survey also found that:
• Almost a third (30 per cent) of Brits use mobile shopping apps to compare prices to ensure they get the best deals
• A fifth (21.18 per cent) of Brits use mobile shopping apps to pass the time when they are bored or for retail therapy to cheer them up
• Over a quarter (25.77 per cent) of UK respondents use shopping apps when they cannot find what they are looking for in store.
AppDynamics’ An App Is Not Enough report indicates that expectations of retail apps are evolving fast as demanding, digitally native customers dictate how, when and where they purchase from their chosen brands.
Over two thirds (68.24 per cent) of consumers state that the performance of a mobile app impacts their perception of a retailer. The report also finds that 67 per cent of consumers would be put off shopping with a retailer if they had a negative experience with its app. This puts the onus on brands to deliver flawless application performance if they want to protect mobile revenue streams.
“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 in order to retain and nurture always-on consumers. Technology has transformed the retail landscape significantly over the past decade, and now more than ever, software plays a key role in defining business success – with revenue and reputation often hinging upon customer interactions with apps,” comments Jyoti Bansal, founder and CEO of AppDynamics.
While digital technologies have provided people with an increasing amount of choice in how and where they shop, consumers have never been so time-poor. Over a third of consumers would trial a new app if it promised to deliver a more convenient shopping experience. Furthermore, another third of consumers are now using apps for convenience when they visit a store or to make a swift purchase on the go.
The study, which surveyed 1,000 UK smartphone and tablet owners, also found:
• Almost two thirds (64 per cent) of consumers want mobile apps that allow them to purchase products in store rather than queuing for a sales assistant
• Almost half (48 per cent) of British consumers would like retail apps to provide store assistants with details of past purchases for a tailored omni-channel experience
• Over half (50.45 per cent) would be encouraged to visit bricks and mortar stores if apps provided them with personalised offers when they were close by
• If unable to complete a purchase, 70 per cent of consumers claimed that a prompt, personal apology or discount code would persuade them to revisit the retailer.
“Today’s consumers expect a seamless shopping experience across online and offline channels with minimal friction points. 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. As an example, Very.com has recently introduced image recognition technology that allows shoppers to take photos of clothes they like and search for similar styles across the brand’s product range.
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,” comments Paul Hobbs, Head of E-commerce at Shop Direct.
The AppDynamics Application Intelligence Platform is a comprehensive solution enabling companies and government entities to maximize business and application performance. The platform is designed and architected to give business and government users the confidence that their business or organisation is running at its best, to give IT the operational visibility and control they need, and to give end users the great experiences they’ve come to expect and demand.