Retail has already reached the mobile tipping point. But like any technological transition, many businesses are still lagging behind. In order to profit from the mobile revolution, you have to first understand why mobile app users generate more value ($$$) than mobile browser (web) users.
While there is traditionally a higher volume of mobile web users for retailers, there are 4 major reasons that mobile app users drive more value over their mobile web counterparts.
1. App Users Convert 3X More than Mobile Websites
And when I say apps convert overall 3X more than mobile web, these are the conversion metrics broken down (according to Criteo research). Apps do the following:
- Bring 4.6X more product views than mobile browser
- Contribute to 2.5X more add-to-basket rates than mobile browser
- Are 1.2X more likely to check out/buy products than mobile browsing websites do
However, there are a few things to keep in mind. Consider how you attract new users to your brand, or what tools you use to retain them. Evaluate how your overall omnichannel strategy affects your mobile marketing channel. Facilitating offline activities with mobile through proximity marketing is one tactic to consider. That’s where we lead to the following point below, apps drive footfall back to stores next.
2. Apps Drive Foot Traffic Back to Stores
Proximity marketing is a beautiful thing. That is if you do it right. Proximity marketing influences offline channels. Depending on the proximity technology you chose, it literally attracts customers to visit stores, come inside an event venue, or simply notifies them when they’re in a geographical zone.
For example, beacons used as an indoor detection device can notify an app user something when they walk by its range. That something could be a mobile asset, or engagement tool, which leads us to the next point below.
3. Apps Drive Better Customer Engagement
There are a number of engagement tools (mobile assets) out there which boost customer engagement through an app environment. Unlike the mobile browser which has limited capabilities, some apps offer coupons, rich messages, videos, surveys/polls, games, push messages and so forth. The important thing to also remember is how you approach customers. Approaching your customers through personalization and relevancy is the first step to good customer engagement. Understanding their preferences. Offering something relevant to their interests. Collecting customer feedback and data, which leads me to the next point to make below.
4. Apps Track Better Customer Data
The more you measure, the more you manage and make better decisions. The biggest impacts come from data-driven decisions. If apps are measured on customer preferences, customer engagement tools and indoor behavior via beacons, that alone will drive conversions, therefore revenue for business. Depending on what mobile analytics tools you use, tracking customer data on apps is highly agile compared to browser due to its limited capabilities.
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