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If you were to ask my roommate, he’d tell you that I have a bit of an online shopping problem. And he should know, having carried more than his fair share of my deliveries up the stairs to our apartment in the past couple of years. The majority of those deliveries are the result of me browsing through mobile – since my iPhone is essentially one with my person, but I couldn’t tell you the last time I made one of the purchases through a mobile site rather than through an app.
I find the user experience of apps to be generally superior, and I enjoy being automatically logged in and, therefore, automatically having access to the items already in my cart or on my wish list. I’m not sure if those are the driving reasons of app shopping for everyone, but it seems that I’m not alone in my tendency to purchase through apps over mobile sites, as purchases from an app product page are 3x more common than purchases from a mobile web product page.
With that in mind, you might think that retailers would make all things app a priority. In reality just 22% of brands have shopping apps, and of those only 23% prompt customers to download their apps through the mobile site. Some brands, such as H&M and LUSH, are doing this right, but most aren’t giving customers who visit their sites the knowledge that there is a more user friendly experience waiting on them in the app store.
Once the investment has already been made in the app itself, it is a huge missed opportunity for retailers not to ensure that anyone coming to their mobile site is aware of its existence – one that is doubtlessly leaving revenue on the table. We spend an exorbitant amount of browsing time on our phones that simply isn’t spent on laptops or desktops anymore, and not drawing customers to a mobile app makes it more likely that they will spend that browsing time with a different retailer.
It’s time for brands to begin taking the possibilities and the preferential treatment of apps seriously. They stand to lose a lot if they don’t.
For more information on how many brands are leveraging native mobile apps, please download your copy of the Mobile Retail Report.
