Retail Merchandiser - September/October 2016 - Global Sensation - M13


BUILDING A MOBILE APP
1. Increases Visibility to
Customers
According to a study by Smart Insights,
89 percent of consumers digest media
through mobile apps. Globally, people spend four hours per day on their
mobile phones. Although a majority of
media consumption occurs on social,
gaming and entertainment apps, each
time a consumer scrolls through their
phone to access their apps, chances are,
they are scrolling past yours, increasing
visibility and the likelihood that they
will engage with your app. As found in
the KPCB 2016 Internet Trends Study,
the average global mobile user has an
average of 33 apps on their phone, with
12 apps used daily. Additionally, as featured in a recent study by Nielsen, the
average smartphone user visits about 27
apps every month. Without an app, you
are missing out on the opportunity to be
noticed by your customers. Apps greatly
increase a business's visibility.

2. Creates a Faster Shopping
Solution
Efficiency is key when it comes to
customer satisfaction when shopping
on your mobile app. Did you know,
according to ClickZ, that 12 percent
of shoppers ditch their purchases
when a checkout is too complicated
or confusing? Simplifying your checkout process increases the chances of
a shopper completing a purchase and
makes your mobile app stand out in a
competitive market. As noted in the
PYMNTS 2016 Conversion Index, the
average number of clicks a consumer makes during a desktop or mobile
web checkout is 15, while the average
number of clicks is 21. Additionally,
the average time it takes to check out
on a desktop with a top 30 merchant is
146 seconds, while the general average
is 182. According to Data Charts, 51
percent of consumers prefer shopping
on a mobile app because they can save
personal login information, thereby
simplifying checkout and saving time.

"Retail apps have
the highest customer
retention rate, as 70
percent of users will
revist an e-commerce
or retail app."
When a merchant utilizes their app to
streamline the process, it can help them
stand out from the crowd.
One great way to expedite the checkout process is through PayPal's One
Touch™, which is an optional PayPal
feature that allows users to complete purchases faster when checking out. More
than half of the Internet Retailer 500
merchants use One Touch™, and since
implementing the service, they have seen
a 50 percent improvement on mobile
checkout speed and service. When users
opt in to One Touch™ and shop with
their mobile phone, they can choose to
stay logged in to PayPal for easier, faster
checkout with all eligible merchants for
up to six months or until they decide to
turn it off. With this feature, consumers
will be able to pay with just a few clicks,
instead of the 15 clicks a consumer usually makes in a checkout process.

also are more likely to revisit an app. In
addition to discounts and exclusive content, it is a best practice to think about
what your customers want in a shopping
experience. In a recent study, 45 percent
of cross-border consumers picked safety
as a key determinate of cross-border
payment method preference. With security being a concern among customers,
it is important to consider using a secure
platform for mobile payments in order
to foster customer loyalty.

4. Boosts Sales
Creating a mobile app is a great way
to boost sales. When Domino's Pizza
introduced a mobile app for ordering
delivery or in-store pickup of their food,
they saw a rise of 28 percent in half-year
pre-tax profits in the UK. Today, mobile
app purchases make up 52 percent of
their online orders. Additionally, 35.4
percent of Black Friday sales last year
were completed on mobile devices.
That's up from the 16 percent they were
just a few years ago, according to IBM
Benchmark. Mobile apps are becoming
an increasingly popular and easy way for
customers to shop. By having a mobile
app for your store, you provide another
channel for customers to shop on, thus
boosting sales opportunities.

3. Builds Customer Loyalty

5. Capitalizes on Future
Opportunities

An app is a great tool to use to build
loyalty among customers and keep them
coming back. As found in an App Boy
2016 study, today, e-commerce and
retail apps have the highest customer
retention rate, as 70 percent of users
will revisit an e-commerce or retail app
within the first week of use.
When creating an app, considering
what is important to your customers
in order to keep them coming back to
your app and loyal to your business is
key. Users who are offered a discount by
using an app are 30 percent more likely
to use an app again, and 24 percent of
users who are offered exclusive content

By 2018, it is predicted that there will
be 2.56 billion mobile users worldwide.
Fourteen percent of global merchants
today have a specific mobile app, while
the majority, 54 percent, only have a
mobile-friendly site. With a specific
app, your business is sure to stand out
above the rest. Apps are a great way for
global businesses to increase visibility,
quickly assist customers, build customer
loyalty, boost sales opportunities and
keep up with the rapidly growing mobile landscape.
So what are you waiting for, get on
out there and create your very own
mobile app! O

September/October 2016

RETAIL-MERCHANDISER.COM

13


http://www.RETAIL-MERCHANDISER.COM

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2016 - Global Sensation

Retail Merchandiser - September/October 2016 - Global Sensation - MCover1
Retail Merchandiser - September/October 2016 - Global Sensation - MCover2
Retail Merchandiser - September/October 2016 - Global Sensation - M1
Retail Merchandiser - September/October 2016 - Global Sensation - M2
Retail Merchandiser - September/October 2016 - Global Sensation - M3
Retail Merchandiser - September/October 2016 - Global Sensation - M4
Retail Merchandiser - September/October 2016 - Global Sensation - M5
Retail Merchandiser - September/October 2016 - Global Sensation - M6
Retail Merchandiser - September/October 2016 - Global Sensation - M7
Retail Merchandiser - September/October 2016 - Global Sensation - M8
Retail Merchandiser - September/October 2016 - Global Sensation - M9
Retail Merchandiser - September/October 2016 - Global Sensation - M10
Retail Merchandiser - September/October 2016 - Global Sensation - M11
Retail Merchandiser - September/October 2016 - Global Sensation - M12
Retail Merchandiser - September/October 2016 - Global Sensation - M13
Retail Merchandiser - September/October 2016 - Global Sensation - M14
Retail Merchandiser - September/October 2016 - Global Sensation - M15
Retail Merchandiser - September/October 2016 - Global Sensation - M16
Retail Merchandiser - September/October 2016 - Global Sensation - M17
Retail Merchandiser - September/October 2016 - Global Sensation - M18
Retail Merchandiser - September/October 2016 - Global Sensation - M19
Retail Merchandiser - September/October 2016 - Global Sensation - M20
Retail Merchandiser - September/October 2016 - Global Sensation - M21
Retail Merchandiser - September/October 2016 - Global Sensation - M22
Retail Merchandiser - September/October 2016 - Global Sensation - M23
Retail Merchandiser - September/October 2016 - Global Sensation - M24
Retail Merchandiser - September/October 2016 - Global Sensation - M25
Retail Merchandiser - September/October 2016 - Global Sensation - M26
Retail Merchandiser - September/October 2016 - Global Sensation - M27
Retail Merchandiser - September/October 2016 - Global Sensation - M28
Retail Merchandiser - September/October 2016 - Global Sensation - M29
Retail Merchandiser - September/October 2016 - Global Sensation - M30
Retail Merchandiser - September/October 2016 - Global Sensation - M31
Retail Merchandiser - September/October 2016 - Global Sensation - M32
Retail Merchandiser - September/October 2016 - Global Sensation - M33
Retail Merchandiser - September/October 2016 - Global Sensation - M34
Retail Merchandiser - September/October 2016 - Global Sensation - M35
Retail Merchandiser - September/October 2016 - Global Sensation - M36
Retail Merchandiser - September/October 2016 - Global Sensation - M37
Retail Merchandiser - September/October 2016 - Global Sensation - M38
Retail Merchandiser - September/October 2016 - Global Sensation - M39
Retail Merchandiser - September/October 2016 - Global Sensation - M40
Retail Merchandiser - September/October 2016 - Global Sensation - M41
Retail Merchandiser - September/October 2016 - Global Sensation - M42
Retail Merchandiser - September/October 2016 - Global Sensation - M43
Retail Merchandiser - September/October 2016 - Global Sensation - M44
Retail Merchandiser - September/October 2016 - Global Sensation - M45
Retail Merchandiser - September/October 2016 - Global Sensation - M46
Retail Merchandiser - September/October 2016 - Global Sensation - M47
Retail Merchandiser - September/October 2016 - Global Sensation - M48
Retail Merchandiser - September/October 2016 - Global Sensation - M49
Retail Merchandiser - September/October 2016 - Global Sensation - M50
Retail Merchandiser - September/October 2016 - Global Sensation - M51
Retail Merchandiser - September/October 2016 - Global Sensation - M52
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