[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]According to Criteo‘s Global Commerce Review, in-app transactions grow 22% year over year. In most world regions, mobile now accounts for more than 50% of online transactions, and in-app sales dominate. The rise of app adoption comes down to the superior experience it offers. Mobile-first interface, fast loading, secured checkout and easy access from the home screen are among the reasons why shoppers prefer mobile apps.
While the pandemic has forced retailers to adapt to a new way of shopping in the short term, it is also fueling a wider innovation mindset to allow retailers to not only embrace the changes demanded by consumers but also to invest heavily in innovation and technology to grow their business in the long term.
The great news for Canadian businesses is that mobile app development companies in Toronto and platforms like mobile apps are offering retailers the opportunity to put their brands directly into their customers pockets and leverage new technology to create exceptional experiences that help them stand out and win customer loyalty.
In most world regions, mobile now accounts for more than 50% of online transactions, and in-app sales dominate.
Top Trends In Retail
Here are some of the top trends in retailer mobile apps and the retail players who are investing heavily in a digital-first strategy and winning big.
One of the biggest changes brought on by the pandemic is click-and-collect shopping which allows customers to use their mobile devices to shop from the comfort of their homes and pick up their purchases at a brick-and-mortar location nearby. At the beginning of the pandemic, this tended to be a bit of a clunky process which involved customers only having a limited inventory available through a mobile app and needing to phone the in-store team to let them know they are outside in a designated parking spot. As time went on, some retailers looked to make huge improvements to this process and the overall customer experience of click and collect shopping.
Target is one of the retailers leading the way in making this a more seamless experience for their customers by leveraging the mobile app for an end-to-end great experience. Target customers are able to use the existing Target app (no need for an additional download) to access the full catalogue of products, place their order seamlessly and once they arrive at the store, the app leverages location technology to automatically check customers in and alert in-store delivery teams. 
Nordstrom is another retailer using similar technology to make click-and-collect seamless by adding a one-click button upon arrival which alerts the in-store team and requires very little action from the customer to complete their order pick-up. Both retailers are demonstrating a commitment to creating seamless customer experiences and customer-first digital experiences that lead to repeat business and customer loyalty across the board.
By keeping the customer top of mind in designing their experiences, they make it extremely easy for customers to shop, regardless of their choice of delivery whether it is shipped to home, shipped to a store near them or shopping inside the store with an augmented digital experience.
Mobile apps are also playing a huge part in improving the overall in-store experience as well. When retailers set out to create empathetic digital experiences that are led by customer needs and a desire to create a more seamless experience overall, the result is a repeat customer base that is loyal to the brand.
Wayfinding is one of the top features leveraged by a mobile app in store by assisting customers to confirm the in-stock status and then find items exactly where they are in store. The team at Home Depot are leveraging technology that allows customers to search either with a text or a photo, check the in-stock status of that item and get directions to the exact location of the item on the store shelves.
Walmart is also experimenting with enabling customers to check out as they shop throughout the store by using their mobile devices. The customers simply need to scan the items with their phones as they place them in the cart and then scan a code when they are done and it allows them to pay and check out autonomously. The app even provides a handy running total and a confirmation of the price of each item so customers can easily track spending and shop safely and easily in a completely contactless shopping environment.
Prefer to shop from home and pick up at the store or arrange for delivery instead? The app offers this functionality to ensure that customers are able to shop how they want to whether it is in-store or from home. It even offers the ability for customers to scan empty bottles and packages from home and add them directly to their cart which is both easy and efficient for re-ordering favourite products. These frictionless experiences are a fast pass to customer loyalty and repeat purchases over time.
Customers are not the only ones benefiting from this investment in mobile technology. The folks at The Gap have created an app they are calling Stock on Shelf which lets their in-store team know when items have low inventory on the floor and allows them access to the backroom inventory levels directly from their mobile devices.
Create Safe, Contactless Shopping Experiences
Mobile technology is also creating safer in-store experiences during the pandemic for both employees and customers by allowing store teams to use mobile devices and mobile apps to track customer counts even when there are multiple entrances.
The supermarket chain Asda in the UK is using mobile app technology to allow customers to “get in line” virtually and the app notifies them when it is their turn to enter the store or check out with their purchases. There are also a number of retail locations using this technology to allow customers to safely wait in their cars until it is their turn to enter the store which creates a much safer shopping experience for both customers and employees alike.
Another way that retail teams are leveraging mobile technology to create customer loyalty is through in-app couponing and location-specific offers. Target, Ralph Lauren and Subway are using mobile apps to notify customers of relevant and personalized offers as well as any ongoing and new promotions at their preferred location.
Create Aspirational Experiences
The team at Lowes is investing deeply in new technology and is leveraging Virtual Reality to create transformational experiences. Customers are able to use the Lowes Holoroom mobile app and VR to virtually build out their home improvement projects such as deciding on tiles, paint colours, flooring and even appliances.
The app even goes one step further by allowing customers to virtually immerse themselves in their planning. Through a VR headset and controllers in each hand, customers are given step-by-step instructions and a simulation that walks the users through each step along the DIY process.
Migors, a Swiss supermarket chain, is allowing customers to use VR to create a virtual in-store shopping experience. Customers can scan any product in the store and instantly see customer ratings and reviews of a product, see full product information including nutrition info and even recipes and uses.
Must Haves For Building Customer-Centric Digital Experiences
The best thing about these retail examples is that they are demonstrating a deep commitment to building empathetic experiences that deliver on solving key customer pain points and strive to make their mobile app a seamless and value add experience for their customers. As a direct result of these early investments in digital-first customer experiences, they are now uniquely positioned to gain valuable insights into their customers’ needs and search data, their shopping and purchase behavior and turn these insights into actionable plans for improvement or net new experiences within their mobile app.
The team at Forbes recently published some key considerations for those looking to build exceptional mobile app experiences.
- Be Customer-Centric – in order to build empathetic digital experiences, store teams and development teams need to put themselves directly in their customers’ shoes. Think about each step of the customer journey and build experiences that solve for everyday pain points and create a seamless experience end to end. Ask your most loyal customers often and throughout the process by testing the new experiences and getting direct feedback from the folks who are already brand loyal. Remember, it is not about what you think customers need but what they actually need – there is a difference.
- Accuracy Is Key – your data must be accurate and current at all times. One of the biggest frustrations for customers is taking the time to check inventory status or in-stock status through a mobile app only to find that once they arrive at the store location, this data is incorrect. Your teams need to find a way to incorporate real-time and up-to-date inventory data at all times and through all customer touchpoints.
- User Experience is Everything – incorporate only those features that customers absolutely need and that are integral to creating a seamless experience. If you have an existing app, incorporate these value add features into your existing app eliminating the need for customers to download an additional app.
- Send Offers and Notifications Directly Through Your App – be proactive in helping your customers throughout the building process. Ensure they have step-by-step updates on all of their orders so they know exactly what is happening with their order without having to call or email store teams. Keep them apprised of all current promotions and offers by sending notifications directly through the app. Use their past purchases and shopping behaviour to create personalized and contextual offers to drive repeat business and higher basket sizes overall.
A digital-first retail strategy is no longer a nice to have but has become a must-have due to customer demand, competitor investment in these strategies and an overall increase in technological literacy brought on by the pandemic. The wide adoption of mobile phones in everyday use cases across a wide range of customers means that retailers now have a direct line to their customers through their phones.
When retailers put themselves directly in the shoes of their customers and employees and seek to reduce friction, and create aspirational experiences, they will be rewarded with brand loyalty, employee loyalty and an overall increase in revenue as a direct result.
Technological innovations and access to incredible data mean that there has never been a better time to make the shift (and the investment) in a digital-first retail strategy that will give you the foundation you need to innovate, adapt and evolve for the future.
Want to know more about how you can take the first steps in your digital-first innovation journey? Our team would be happy to book a call and help you get started. Contact us here or email us at info@theapplabb.com.
Sources:
https://risnews.com/innovative-mobile-apps-retail
https://www.insidenetwork.com/10-mobile-apps-that-are-changing-the-retail-landscape/
https://www.lowesinnovationlabs.com/holoroomhowto
https://www.forbes.com/sites/blakemorgan/2020/09/17/how-retailers-use-mobile-apps-to-improve-the-pandemic-shopping-experiences/?sh=6c641aa73372[/vc_column_text][/vc_column][/vc_row]