Mobile retail apps are critical to succeed in today’s omnichannel commerce landscape, but many retailers are still behind the curve. This report provides an overview of the retail app market, successful tactics of the market leaders, and what retailers should do to get their mobile app strategies right.
Mobile apps drive an increasingly significant portion of Americans’ shopping and buying behavior. But many retailers were late to recognize the channel shift and now have mobile apps and corresponding marketing strategies out of step with consumers’ expectations. However, recent shifts in technology and better understanding around consumer behavior present a renewed opportunity to get a retail mobile app strategy right, take advantage of a fast-growing mcommerce market, and deliver an outstanding omnichannel experience for customers.
Americans spend the overwhelming majority of their mobile time within apps (86%), but many retailers remain focused on mobile web.
Most mobile users have just a few retail apps on their smartphones, favoring the largest retailers and putting those without an established app presence at a disadvantage.
App user acquisition, engagement and retention are challenges for many retailers as they look for the right value proposition to offer customers.
Emerging technologies like augmented reality (AR) and visual search offer new promise for retail apps as they evolve beyond simply reducing friction toward surprising and delighting their users.
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9expert perspectives
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Table of Contents
A Resurgent Retail App Market
The State of Mobile Retail Apps
Full-Funnel App Marketing: User Acquisition, Engagement and Retention
Shopping-Related Artificial Intelligence/Digital Technologies that Would Appeal to US Internet Users if Offered by Retailers, by Generation, Aug 2017 (% of respondents in each group)