Retail apps have a long way to go before they are mainstream for consumers. Last week we identified the two of the underlying issues that are causing a majority of retail apps to fail, but there are still more ways that retailers can look to improve their apps. Once an integrated digital strategy has been developed and mobile capabilities are leveraged to improve user experience for brands, retailers can continue to mature and improve their mobile offerings by focusing on the following strategies that will enable them to stand out.
- Content Creation
Almost half of online retail marketers cite not having enough time to create content as a major barrier to reaching customers. The rise of visual marketing has only compounded this challenge. With only a few seconds to capture a potential customer, marketers need to quickly produce and share relevant messages. But this can be time consuming – with or without a design team assisting in content creation.
As retail apps continue to grow, marketers will need an easier way to handle these tasks. A sound strategy is one of the ways they can prepare messages and anticipate customer needs.
- Data Analysis
Data is essential to understanding the modern consumer. But data changes quickly and marketers need to keep up. A customer profile that you may have created 6 months or more may contain information that is no longer relevant to how that consumer is behaving on the day of your campaign launch. Marketers need to keep refining the data they collect on customers to anticipate future behavior.
This evolution to an integrated digital strategy for most retailers must be based on data and remain customer-focused at all time.
- Loyalty Building
Retail apps currently take up less than 5% of a mobile user’s time. To increase the likelihood of a user spending more time with a retail app, marketers need to build customer loyalty. Brand-specific apps need to make shopping a seamless process for customers whether they are browsing before making a purchase or in-store. That integration is what will keep customers using a retail app again and again.
In the future, these retail apps will stand out on their own in a way that the customer becomes comfortable using on a regular basis. Interested in the learning how your company can leverage the latest in mobility developments to stand out as well? Contact Us.
