MASTERCLASSING

Consumers turning to apps in store

David Murphy

57 per cent of consumers have used a retailer's mobile app while in-store, according to a study conducted by Yes Marketing.

The company surveyed over 1,000 consumers of all ages for its Surviving the Retail Apocalypse report, and found the top reasons they use mobile apps when shopping in-store is to redeem coupons (65 per cent); to find coupons (57 per cent); and to locate items that are on sale (46 per cent).

However, only 33 per cent of consumers surveyed said they prefer to buy on their smartphone, with most preferring to use a tablet or desktop for a more frictionless experience.

"To survive the retail apocalypse, retailers need to prioritize the mobile experience," said Yes Marketing president, Jim Sturm. "Consumers will not hesitate to turn to another brand if it offers a more user-friendly experience. Retailers can bridge the mobile-to-store experience by introducing apps that support the in-store shopping with features like maps of store layouts and access to product ratings."

The report also revealed that retailers are still struggling to improve the overall mobile experience. An equal number of consumers prefer desktop over mobile because it's faster to make purchases or easier to comparison shop, indicating that brands still struggle to make the mobile experience seamless.

You can download the full report here.