Why Retailers are Turning to Apps to Reach Customers
They didn’t know it at the time, but when Apple ran their “There’s an App for that” campaign in 2009, they changed the face of retail forever. The paradigm shift from brick and mortar stores to digital retail has evolved rapidly, and more businesses than ever are switching to app retail.
In 2016, mobile apps in the US accounted for 44% of the total digital time spent in the retail sector and accounted for about 42% of mobile revenue for the top 500 retailers.[1] These apps are becoming the gateway for stores to connect with their consumers, and it won’t be slowing down anytime soon.
The trick, though, is creating an app experience that solves a need, not just to showcase products consumers can buy in the store. Restaurants have been making the switch to mobile ordering to reduce the wait times for their orders, while apps are also opening the door to fast pay with mobile payment options. And customization is a big factor in why apps can skyrocket sales. Lori Mitchell-Keller, global general manager of consumer industries explains. “If they understand you, they know how to interact with you and how to advertise to your likes.”[2]
This connectivity to its consumers will only shape the industry even further, and though the direction is uncertain, the data seems to point towards its continuing growth.
