The performance of retail websites and mobile applications is strongly linked to customer satisfaction, loyalty and spend, according to a new study - 'An App Is Not Enough' by an application intelligence AppDynamics. The report says, 67 per cent of consumers would be put off shopping with a retailer if they had a negative experience with its app, putting the onus on brands to deliver flawless application performance.
The study reveals, 20 per cent of respondents admit to making purchases on their phone while at work in front of their computer, and 70 per cent make more than a quarter of their purchases online.
The report indicates that consumer expectations of retail websites and mobile apps are evolving in response to the growth of mobile and emerging technologies, with 70 per cent of consumers stating that the performance of a mobile app impacts their perception of the retailer.
“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,” said Jyoti Bansal, founder and CEO of AppDynamics in a statement. “Technology has transformed the retail landscape significantly over the past decade, and now more than ever, software defines business success – with revenue and reputation often hinging on customer interactions with apps.”
While digital technologies have provided consumers with more choices in how and where they shop, they have never been so time-poor, which may be why 40 per cent of those surveyed say they would trial a new app if it promised to deliver a more convenient shopping experience. Furthermore, a 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 surveyed 4,000 UK, US, French and German smartphone and tablet owners, and found 43 per cent of consumers want mobile apps that allow them to purchase products while in the store, instead of queuing for a sales assistant.
Also, 57 per cent would like retail apps to provide store assistants with details of past purchases for a tailored omni-channel experience.
About 56 per cent would be encouraged to visit brick-and-mortar stores if apps provided them with personalised offers when they were close by.
If unable to complete a purchase, three quarters of consumers stated that a prompt and personal apology would persuade them to revisit the retailer.