The much-discussed upheaval in retail stems from Amazon and other online eCommerce players giving shoppers a smooth experience from product search to checkout. Now bricks-and-mortar chains are playing catch-up by developing eCommerce options and services to complement and augment their traditional, physical stores.
A new report on shopping apps from App Annie gives insights into the importance of getting in-app commerce right. Part of the study focuses on usage and user satisfaction among the top five most-downloaded “digital first” shopping apps, such as Amazon and Wish, compared to the top five “bricks and clicks” apps launched by traditional retailers such as Walmart and Target. Among the key findings:
– The average user of "digital first" shopping apps on an Android device engaged in nearly 20 shopping sessions per month during the first half of 2017.
– That represented growth of almost 25%, year-over-year, for digital first apps such as Amazon.
– The top five "bricks-and-clicks" shopping apps had 15% growth, to about 11.5 sessions per month.
– The combined average time spent with Android shopping apps from both categories reached 50 minutes a month among U.S. consumers during the first two quarters of 2017.
– U.S. users gave digital-first shopping apps an average rating of 4.1 out of 5 in the Apple and Google Play app stores.
– That's 10.8% higher than the average rating of 3.7 for bricks-and-clicks shopping apps.
The rise of shopping apps makes it crucial to understand their users' shopping experiences. The specific solution to that challenge is Mobile App Tracking. Here's how to harvest these special insights:
– Start by identifying the Android apps whose users you want to understand (tracking iOS users' shopping apps is also possible, but involves an additional step or two beyond the automatic identification available on Android). Targeting by apps is 100% accurate.
– Brands and retailers can dive deep into how satisfied their customers are with with their own shopping app – or talk to users of a competitor’s app. The App Annie report advises paying particular attention to shoppers' assessments of the functionality of search bars used to look up categories and products, and to the quality of the checkout experience.
– Target demographic and behavioral groups your study needs to reach. For example, Hispanic Millennials who use a drugstore chain's app.
– Target by combinations of apps – for example, people who have both Airbnb and the Hotels.com app could be an excellent audience for questions about what drives their choices to pick a room share over a traditional hotel room, or vice-versa.
– App-targeting in combination with mobile location intercepts has vast potential for honed insights. For example, a quick-serve restaurant brand seeking insights from known customers could talk to its app-users when they’re actually in the restaurant – or in a competitor’s restaurant.
For a productive conversation about how Mobile App Tracking can help you accomplish a project’s specific needs, just get in touch by clicking here.