5 Obstacles Retail App Must Overcome
Mobile has become the driving force in retail and pushing it to the next level. Consumers use their mobile devices in a variety of situation from making a purchase, research products at home or while shopping in stores. Mobile apps can serve as a connecting link to all the channels and touch points, information retailer can use that leads to a seamless shopping experience.
If you are hesitating to manage your retail business or struggling from increasing competition from online business, know that you are not alone. E-Commerce app development and maintenance is not a very easy job. It is critical to analyze early that a retail app is going to face numerous challenges after its launch. Here are five top obstacles retail business owners are facing and with some valuable tips to make your business the best it can be.
Building a Strong Mobile Marketing strategy
Every smartphone has a personalized nature and a specific way of using by the consumer. Understanding and segmenting the consumer base will be crucial while building a mobile marketing strategy. Retailers should check customers buying habits, the frequency of purchasing and distribution of shopping across channels. The retailer must understand how comfortable your consumer to receive marketing messages on their mobile devices. Strategies are there to help the customer in adapting and using the mobile technology.
A mobile marketing strategy must include the uniqueness of the retailer’s brand. An incorrect online strategy can erode a brand just as a poor in-store promotion does. The enterprises should develop a mobile marketing strategy that fits your business model. You should also consider differentiators like special discounts, loyalty-based offers, and bulk product retailers. Moreover, make sure to accumulate enough support to achieve the momentum.
Customer Expectations Vs. Reality
A Recent survey of DMI says that approx. 86% of customers are willing to pay extra for a better customer experience. It also showed that nearly 78% customers purchase from the retail store that offers great mobile in-store shopping tools. More than 80% high-income ($100K income) customers consider such tools are helpful to improve the over-all shopping experience. This means sales are highly influenced by the information that is relevant and helpful to the customer.
To understand a better customer habit first is to collect and consolidate your marketing data. The segmented data will help you in optimizing your marketing and promotional impact. You should build a strategy based on the combined data from your E-Commerce platform, CRM, marketing systems and loyalty programs. Next, you should build a mobile website or application for your customer interaction. And lastly, promote your mobile website or application to inspire download. The result will be a better shopping experience for consumers and better revenue for you.
Security assurance is the key factor for customer engagement. It is seen that 31% consumers are unwilling to download or use retailers’ app for security reasons. The regular news flashes are the examples of retailers being attacked by cyber criminals. Not only security influences retail app download but also prove essential to retailer’s business in general.
KPMG Consumer Loss barometer 2016 revealed that 19% consumers would stop buying from a store that becomes victim of a cyber-attack. Even after the appropriate measures be taken, the image sometimes can’t be retained. The percentage goes to 68% who are reluctant to shop from the retailers who don’t have a solid plan to prevent their store from further attacks. It is surely damage customer loyalty and may cost a retailer a fortune.
Social Media Integration
Social media has come a long way and have been considered a powerful marketing communication channel. Social media giants like Facebook, Twitter, Pinterest experimenting with a buy button, chatbots that give consumers an opportunity to do purchases without leaving their current app. A person comes across a product they like and no longer he needs to visit the store for that. It also enjoys a huge user database. Statistics showed in 2016 that average usage on social media reached 118 minutes globally and three-quarters of the online times in social media spent on a mobile device in the US.
A Recent survey by SUMO, however, shows that 20% of the participants actually made a purchase via social media and 77% are anxious about the security issues. It signifies that a full-fledged social media promotion might prove to be a total disruptor.
Need Continuous Improvement
The smartphone will keep fueling the retail industry with larger than life screen size that boosts the mobile shopping experience. But retailers should keep in mind that a mobile app needs a constant update and promptly accommodate the latest trends in customer expectations and mobile application development. This is the best way to keep up with the demanding scenario with emerging messenger chatbots and social commerce.
Every business faces their own challenges and these obstacles are getting complicated as E-Commerce expands and consumers reply more after a proper research before committing to purchases. But business retailers can meet these challenges by staying informed and making educated decisions.