The role of mobile apps in creating a shopping experience

Mobile commerce already accounts for the majority of the global e-commerce market. Online stores that don’t want to be left behind simply have to take into account the role played by mobile apps. And that role includes actual sales support and creating a positive shopping experience (CX). In this post, we’ll show you why mobile apps are so important and what you can do to make them a valuable part of your sales strategy.

How is mobile commerce trending?

According to the latest market data published by the Statista service, mobile commerce is already worth more than $2 billion and is expected to nearly double in value by 2027.

Source: https://www.statista.com/chart/13139/estimated-worldwide-mobile-e-commerce-sales/

Why should your store be part of this trend? First of all, because that’s exactly what customers expect. According to the latest market data, 97% of Poles aged 16-64 own a smartphone In turn, when it comes to e-commerce orders in Poland, 42% of them are made via a mobile device

Today, an omnichannel model prevails in e-commerce, which implies that a store uses a number of sales and communication channels integrated with each other. A mobile app is just such a channel – it allows people to easily contact your company, browse your offer, collect loyalty points, and order products. Thus, it has everything you need to become an “operations center” for your customers.

What’s more, with mobile apps, stores, and retail chains can direct customers to stationary stores (e.g., to pick up an order) while providing them with a comprehensive online service. It’s a simple and versatile solution, which is why more and more stores are using it.

How to create an app that helps create a positive customer experience?

Market idea and analysis

Start with an in-depth analysis of the market and your store. Just saying “We are developing a mobile app!” is not enough. There are a bunch of similar apps on the market, so if you want to gain customer interest, you need to give them a reason – some differentiator or added value that will make customers more likely to download your app. Later in this article, we will tell you about some such reasons. 

Technology partner

Few online stores can afford to develop applications in-house. While it is certainly feasible from a technological point of view, this approach will consume much more time and often money as well. An experienced mobile development company will not only handle the creation of the app itself but will also advise on its functions and lay-out. It will also help with the subsequent marketing of such a product. With a good technology partner, you don’t have to think about what technology to choose, whether to opt for a native or PWA application, whether to implement such and not other features, etc. All this is handled by the application developer, in consultation with you, of course.

Best shopping experience

Although it sounds like a cliche, a mobile app should offer the best possible CX. What does this mean in practice? Pay attention to these points:

• simple and intuitive purchasing process,
• easy access to all key features,
• mobile payments,
• complete adaptation to different screens (so-called responsive design).

Remember, too, that customers are more likely to use companies that make their lives easier How can you do this? For example, if you run both an online store and a stationary store, you can enable the return of products ordered online at your stationary store, and make it possible to launch the process just through a mobile app. If you run a large store where customers frequently contact your company, you may want to consider implementing a chatbot to answer frequently asked questions and provide needed information (such as order status). Also, think about modern technologies that make it easier to learn about your goods. 

Effective mobile marketing

Creating a mobile app is only half the battle. Someone has to use that app, which means you’ll need good marketing. In an ideal scenario, you should reach out to all your current customers, as well as to new people who may not have bought anything from you yet. It’s worth thinking, for example, about a promotion with the title “Download our app and receive a 10% discount on your first purchases.” This is a good reason for users to download such an app, even if the person does not yet know the store behind it.

Good marketing includes two more important points:

• Stay in touch with your customers: it is true that the customer may most simply forget about you. Everyone is busy and non-stop attacked with advertising messages from various directions. It’s worth sending mobile push notifications and newsletters from time to time so that customers don’t forget about your store.
• Take advantage of promotions: A recent survey conducted by Atena Research & Consulting showed that as many as 55% of Poles “buy more thoughtfully” and 39% look for the cheapest possible deals online. A good promotion can be an important argument to place an order with you rather than your competitors.

Source: https://atenaresearch.pl/wp-content/uploads/2022/06/RAPORT_S%CC%81ciez%CC%87ki_zakupowe_on-line_w_Polsce_2022.pdf

How to gain customer recognition?

What we have said so far are the foundations of any successful mobile commerce application. Without them, there is simply no chance for success. However, if you want to charm your customers, you need more than that. We have five ideas for you that will help you go from a mediocre app to a great app. 

Personalization

By linking a mobile app to your e-commerce platform or CRM system, you can offer customers personalization that goes beyond greeting the user by name. Data on products previously viewed and orders placed can be used to personalize communications, offers, and ads presented to individuals.

Personalization makes your customers feel taken care of and important to the company, which of course translates into a positive buying experience, but also loyalty. This, of course, improves CX (customer experience) and increases customer loyalty to the brand.

The LPaaS app created by Appchance enables the use of personalized promotional information and notifications. In addition, customers can personalize the app’s home screen.

Modern technologies in mobile applications

Here it is worth noting an application developed for a Polish chain of footwear and sportswear stores – Sizeer In the application for this chain, the company has implemented an AR (augmented reality) module or augmented reality. It allows a virtual “try-on” of a selected model of footwear by superimposing a 3D image on the image from the user’s smartphone camera. All the customer has to do is select the model of footwear he or she is interested in, turn on the AR option, and point the camera of his or her smartphone at his or her feet – the image of the footwear is automatically superimposed on the phone’s screen.

Help with daily issues

The POLOmarket app illustrates well what this point is all about. If you run a store somehow related to the daily activities of your customers, you can help them with them! And so the POLOmarket app is such a daily shopping assistant. With its help, customers can:

• view products available in POLOmarket stores, 
• get information about the full composition of products (including allergens), 
• add products to the shopping cart,
• select the store from which they want to receive their purchases.

It is even possible to select a substitute when a particular product is not available in the store selected by the user.

Loyalty programs

Loyalty programs are a significant help in keeping your users engaged for a long time, especially when such a program is well-designed and allows them to enjoy real benefits (such as discounts or free delivery). 

An example is the application for the Daisy Chain, which includes a number of interesting customer loyalty solutions. Customers have the opportunity to collect points for purchases (so-called Daisy Petals), which can then be exchanged for discounts and prizes (there are also many other promotional actions). When designing this app, it was taken into account that people less familiar with the mobile world may want to use it, so the app offers a friendly tutorial. It is also possible to create shopping lists, which – as in the case of the POLOmarket app – provides support in the daily affairs of the chain’s customers.

Easy contact with the service

In an earlier part of this article, we mentioned that the store should stay in touch with customers, but the reverse process is also very important. The application should allow easy and quick contact with the staff. After all, it often happens that a customer has some questions or wants to make sure before placing an order. It’s also a good idea to consider equipping your app with a chatbot, which will be able to help the customer when your store is closed (great if you also sell outside Poland and have customers in other time zones).

For example, the mobile app for the X-kom store has a built-in quick and easy service contact feature, which allows any user to quickly talk to the first available consultant.

Summary of mobile e-commerce

Creating a good mobile app may not be an easy task, but it is definitely worth trying. Customers appreciate companies that meet their needs and try to make their lives and online shopping easier. A mobile app enables just such a thing and can seamlessly be the center of your contact with customers, which contributes greatly to building a positive shopping experience.

To be successful, consider the points we raise in this text and ensure that your app is easy to use and useful and that it offers additional benefits (such as promotions or a loyalty program). This will help you attract many new users who will be happy to use your app for months to come. And don’t forget that, everywhere, without good marketing you can’t do without.

This article was written in collaboration with Appchance – an experienced mobile development partner that will help you design and create an app that your customers will love!