It's impossible to ignore the importance of mobile these days, particularly within the realm of shopping and retail. A new study by Adobe shows the extent to which mobile and tablet shopping applications, which most people discover using the app store, on a retailer's website, or via recommendations from friends, can strengthen the relationship between retailers and customers.
Surprisingly, the study finds that apps not only strengthen relationships with those that are already loyal customers, but can also create a connection with those who have little to no awareness of the brand. Alternatively, retailers without mobile apps are often perceived as old fashioned, and caring less about customer service.
Those who may not have time visit a retail location and discern which products a retailer provides will often opt to download the mobile app to find out. This can help create a relationship with a new customer who might be browsing their phone looking for a particular type of product, but has no loyalty to any particular brand yet. Without no mobile presence, retailers will miss out on this frequent opportunity to speak to new audiences.
Shopping apps also offer valuable utility in the areas of price comparison and in-store deals. Geo-tagging technology can send push notifications to consumers who might be nearby particular sales, helping to drive in-store sales and increase brand awareness.