Real-Time Marketing and Measurement

Leaky boats: Why most retail mobile apps don’t get used — and what you can do about it

A recent article in Marketing Land cited two different studies (from InMarket and Euclid) to establish two pertinent facts: More than half of consumers use smartphones as part of their in-store shopping experience, but few of them are using the retailer’s own apps. While each study reported varying percentages of smartphone and app usage, the trend was consistent.

The main reason is that too many retail apps offer customers a terrible mobile experience and not enough value to move them off of Amazon. What’s more, many retail apps do not offer the retailer a comprehensive, platform-based solution — they’re just storefronts without the robust tools and back-end integrations to make the most of the mobile opportunity.

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