Retailer-based apps are winning with shoppers, according to the Synchrony 2018 Digital Study, with downloads more than doubling from last year and more shoppers making in-app purchases.
Customers are increasingly using retailers' mobile apps to read product reviews, access coupons and find local stores, making them a critical part of the modern shopping experience. In fact, a whopping 67% of consumers have downloaded a retailer's app and out of these shoppers, more than half did so specifically to get a coupon or discount offer while half used it to purchase items, according to the study.
Maya Mikhailov, SVP and chief marketing officer at GPShopper, a developer of mobile apps acquired by Synchrony in 2017, urges that in today's competitive landscape, mobile apps are "not just another piece of technology for retailers" but rather a "vital tool to engage shoppers with their brand."
"Done well, retail apps engage both in and out of stores with personalized experiences and easy credit solutions,” she said. “Consumers that use retail mobile applications are a retailer’s top shoppers. As such, they want their apps to be tailored to their unique shopping experiences and preferences.”
To help retailers keep up with the demand for functional, user-serving apps, Synchrony offers retailers advice based on the research, including:
- Provide a consistent customer experience across all channels—mobile is the driver to bring together all the user experience opportunities.
- Engage with customers in a personalized manner by leveraging data and analytics—provide unique offers and discounts via mobile to further extend brand loyalty.
- Offer simple and easy payment solutions that are seamless and secure; create an in-app frictionless mobile commerce experience.