9/30/2015
Retailer Apps Fall Short
Ann-Marie Vazzano
Just about everyone has a smartphone these days, but according to recent research from Forrester and RetailMeNot, 21% of smartphone users don’t have a single retailer app installed on their device and 60% have fewer than two retailer-specific apps. The reason? Consumers are picky about apps and any that don’t meet expectations are often removed.
“There must be a compelling reason for them to take the time to download and interact with a retailer in an app, rather than just using the company’s website,” the report says.
However, 65% of consumers use their mobile devices to search for coupons online and finding a coupon can often lead to a purchase. Nearly half (49%) of digital coupons found on smartphones are ultimately used to buy a product in-store, a 22% increase over last year.
GP