10 Reasons Why Your Retail Store Needs an App--Now

1 - 10 Reasons Why Your Retail Store Needs an App--Now
2 - Consumers Are Intense About Embracing Smartphones and Apps
3 - Consumers Are More Likely to Shop at a Store With an App
4 - Consumers Are More Likely to Spend More Money at Stores With an App
5 - Stores With Apps Have Higher Favorability Scores
6 - Apps Have Changed Shopping Experiences
7 - Shopping Experiences Will Continue to Change
8 - Useful Retail App Features Considered Important
9 - Consumers Get Excited About Shopping at Stores With an App
10 - Shopping via Apps Is Popular but Has Plenty of Room to Grow
11 - Apps Play Key Role in Outperforming on Key Market Metrics
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10 Reasons Why Your Retail Store Needs an App--Now

by Chris Preimesberger

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Consumers Are Intense About Embracing Smartphones and Apps

Ninety-one percent of those who participated in the survey stated they have positive feelings toward their smartphones and their apps.

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Consumers Are More Likely to Shop at a Store With an App

Two-thirds of those surveyed said they are more likely to shop at a store that offers an app with a searchable product catalog, featured sales and a store locator. Of app "power users"—the 25% of consumers who use apps most frequently—84% reported being more likely to shop at a store with a useful app.

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Consumers Are More Likely to Spend More Money at Stores With an App

Walgreens has found that customers who interact with stores online and also through a store's mobile app spend six times more on average than those transacting at stores alone.

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Stores With Apps Have Higher Favorability Scores

Average favorability toward 10 nationwide U.S. retailers that offer apps was 40 percent higher among those who used the company's app versus those who did not. Even among regular shoppers, those who own apps tended to rate the company whose app they own 5% more favorably.

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Apps Have Changed Shopping Experiences

Eighty-one percent of those surveyed said their phone or tablet has changed the way they shop, with 15 percent describing their experience as "completely changed."

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Shopping Experiences Will Continue to Change

Taking into account expectations for the future, 90% expect mobile to change their shopping behavior by 2015. The majority of respondents expect grocery and department stores to have "key services and functions available by app" today, rising to two-thirds within the next two years.

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Useful Retail App Features Considered Important

More than 50% called an easily usable interface and a store-finder feature "critical." Customer service access and the ability to buy items through the app were the next most popular retail app features.

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Consumers Get Excited About Shopping at Stores With an App

The top 25% of consumers who use apps most frequently expressed enthusiasm over a range of benefits from their smartphones and apps, including access, information, connectedness and ease.

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Shopping via Apps Is Popular but Has Plenty of Room to Grow

Nearly two in five U.S. smartphone owners already use their apps to shop at least once a week. Another 36% use apps to shop, but less than once a week.

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Apps Play Key Role in Outperforming on Key Market Metrics

Across 1,321 large companies, digital leaders (enterprises with above-average competency deploying apps, using data analytics and operating APIs) are 21% more likely to outperform their competition on key market metrics, including margin, revenue, market share and customer satisfaction. Retailers within this sample show the same pattern.

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