In 2019, it is estimated that as many as 18% of all retail purchases will take place online. Of these, nearly 60% will take place via a mobile device. The ability to deliver a seamless mobile shopping experience is something that all retail companies are now striving for.
But what are the current trends among consumers? Is a mobile app something that most companies need to think about? The answer is an almost unequivocally resounding “yes”.
Mobile conversion age
A whopping 71% of online purchases involve a level of influence from the retailer, most notably via email. More than half of marketing emails are opened via mobile devices and tablets, which is proof positive that we truly live in the mobile conversion age.
What’s interesting about mobile conversion rates is that many customers tend to start their conversion journey on one device before finishing it on another. Take, for example, a commuter who receives a marketing email on their journey home before making the purchase via a laptop or desktop after arriving home. Another example would be a customer who likes what they see in an email, before heading to a traditional “brick and mortar” retail premises to make their purchase (this is a particularly popular choice for those purchasing clothing). Dedicated mobile apps allow for a level of “window shopping” that mobile-responsive sites simply cannot match.
E-commerce to m-commerce
Whatever way your customers like to shop, and however they finally convert, one thing’s for certain – mobile is here to stay. The digital transformation from e-commerce to m-commerce has been steadily taking place over the past five years, and during that time retailers have noticed some fundamental changes in how consumers like to interact.
Put simply, an app can do things that your website can’t. Apps are generally more responsive and encounter fewer connectivity issues. They also help to capture an audience. It’s worth remembering that a large cross-section of potential converts will interact with their phones first thing in the morning – this is a great opportunity to send push notifications to users of your app and get your brand centre-screen of their devices.
Think mobile apps are no longer needed? Think again
There’s a reason why 96% of the top eCommerce retailers have mobile apps – because there’s a huge demand for them. Apps are millennials preferred way of interacting with brands, and this helps to drive sales targets.
It’s worth noting that apps also function as a “loyalty tool”. A dedicated app is a great way to keep in touch with customers and to offer them exclusive deals via notifications. Apps can also work for cross-channel customers, too. With geolocation technology, it’s now possible to reward your customers with discounts or special offers simply for setting foot in your premises.
Apps are no longer a luxury, and more of a necessity for those who want to corner their share of the m-commerce market.