5 Ways Retailers Can Radically Transform Their Mobile Customer Experience

Punit Kumar

A recent study from Wefi gave us an interesting insight: A shopper who has a retailer’s app on his phone is more likely to visit that brand’s store one extra time each month, compared to shoppers who do not have the app. Not only do shoppers using the app, visit more, but they tend to stay longer, and even spend more money overall (well, of course). What this means for retailers is that now more than ever, going full fledged with mobile could be the one thing that could catapult your business into an astounding success. Intriguing right?

Businesses are increasingly reaping the benefits of offering an enhanced customer experience. And others want to quickly follow suit. Let’s dive into where retailers can find their best opportunities and how they can create beautiful customer experiences that resonate with their customers. The goal is to address how you can optimize mobile to increase sales, customer loyalty, and retention.

1. Build in-store shopping into the App

Several retailers have apps specifically created for in-store shopping. But, rather than develop a separate app for it, if you can build this in-store shopping into your store’s app, you will see much better success with engagement. You will also be integrating all of the customer data onto one platform – a collation of needs, wish lists, order history, and so on. Delivering a seamless, simplified experience, both when they are shopping in the store as well as directly from the app, will work wonders for brand engagement.

2. Implify tasks wherever possible

The entire mobile and smartphone phenomena are driven by one attractive feature – simplification. You can check your Facebook, you can edit documents for work, you can talk to your mother – all on one device. Retailers should keep this in mind when designing their mobile experiences. Consider minimizing or even eliminating manual entries as much as possible. For example, you can have your users scan a barcode, rather than type in information, wherever that is possible.

3. Take advantage of in-app messaging.

Let’s face it. How many times have you wanted a quick response from customer support? Nobody likes waiting on the phone for 10-20 minutes listening to a decrepit old tune waiting for a support executive to finally makes his/her way to help you. And of course, sending emails sometimes seems like throwing darts into the dark. In-app messaging is the answer to your customer’s worst problems! You can allay their concerns immediately by connecting them to a support executive via in-app messaging. This way, your customers are happy and any problems can be fixed immediately.

4. Enhance and simplify checkout process

Does that sound like an oxymoron? Well, it isn’t. There are so many things retailers can do to make the checkout process an enjoyable one. Have you ever noticed shoppers at Walgreens pulling out coupons one after the other in an attempt to get a discount on their bill? Imagine, if they didn’t have to do this and an app was available to automatically add relevant coupons and reward points to give customers the reduced bill amounts they are looking for? Your customers will love you! This is in fact exactly what Kohl’s did with their new feature Kohl’s Pay. Of course, when we are talking about streamlined mobile payment options, Amazon is a noteworthy example too. With just one touch, you can complete a transaction. How much simpler can it get?

5. Include an in-app search feature

Do you know what a prospective shopper does when he/she wants to buy something? They search for it. Say, you’re a retailer for clothes. And Emily wants to buy a pair of boots. She will come to your website and search for “boots”. But if your search functionality is poor, and “boots” brings up inaccurate results or worse no results – you will most likely end up losing her as a customer. A poor search experience is the death of sales. In fact, Google reveals that 92 per cent of customers who searched for a specific product ended up making the purchased (or a related one). Searching shows specific intent. So, optimizing in-app research should definitely be a top priority for retailers.

Of course, these are only the tip of the iceberg when it comes to transforming mobile customer experiences. But we hope we’ve got you thinking in the right direction. The retail industry is rapidly evolving, and your buyers have higher expectations than ever before. Now, more than ever is to make a well-planned investment into crafting a better omnichannel experience for your customers.

Would you like to know more about what features you can incorporate for your retail business? Let’s talk!

Mobile Strategy

about the author

Punit Kumar