Smartphones are quickly becoming the most used device for consumers, with 84 percent using these them while shopping in-store. However, only 30 percent use retailer applications to purchase products.
The findings come from a study RetailMeNot, the operator of the world’s largest marketplace for digital offers, commissioned from Forrester Consulting to learn how smartphones and apps are changing retail and how retailers should respond to engage shoppers.
“This new Forrester study focuses on mobile as the most important touch point for retailers to win, serve and retain customers,” said Michael Jones, senior vice president of retailer and brand solutions at RetailMeNot, Inc. “Whether consumers are shopping in-store, online or while time shifting on their smart phone or tablet device, retailers’ mobile experiences must meet consumer expectations.”
According to the study, retailers are struggling to get consumers to download and use their apps. Sixty percent of consumers have two or fewer retailer apps on their phones, while 21 percent have none. More than half of the study’s respondents use retailer apps once a month or less.
Sixty-five percent of consumers use their smartphones to find coupons online, and more than half say they use a smartphone to find a coupon while shopping in-store, with an equal amount using them to redeem a coupon in-store.
In 2015, 49 percent of digital coupons found on smartphones are used in-store when making a purchase, a 22 percent increase from last year.
The study recommends, in order to extend their mobile reach to customers, retailers can create partnerships with the applications customers use most often. Promotional partners like RetailMeNot can serve as additional channels for retailers to market to customers and can help new customers discover retailers.
“Retailers’ mobile strategies needs to encompass more than just their app and website—they must also reach extended mobile audiences engaged in the shopping or browsing process,” added Jones. “I believe that this study conducted by Forrester Consulting clearly shows that retailers who involve partners like RetailMeNot, that already own and can share consumers’ mobile moments, are on a pathway towards success.”