Retailers need to figure out how to keep shoppers engaged with their mobile apps so they come back and shop for more, instead of downloading an app, using it once, and then forgetting it or deleting it.
In a recent panel of 250,000 US and 2 million global app users, an engagement measurement of monthly active users (users who shop an app at least once a month) who shop an app at least once a week indicated which retailers rank the highest.
Apps with the highest engagement levels include Neiman Marcus (64.3%), Kohl’s (63.6%), Victoria’s Secret (61.7%), and Groupon (47.8%). Kohl’s success is attributed to doing a great job highlighting discounts, coupons and deals of the day.
Belk Inc. also has a high level of app engagement with 32.4%. Mobile apps are becoming much more important as digital commerce evolves,” says Ivy Chin, senior vice president of e-commerce and omnichannel digital at Belk. “Our shopper often uses her mobile device to complement her in-store experience, so we developed the Belk app to support that, with easy bar code scanning, coupon integration with Apple’s Passbook wallet, a Belk store finder, integration of e-mail, and social sharing.”
Resource: Internet Retailer.com
“It’s true that retailers have yet to fully make use of location in mobile commerce, but you have to do location right,” Chin says. “Location awareness has to be meaningful for customers and give them the right information and the right messages. This involves understanding how your customers engage with your brand whether they are in-store, online or on a mobile device—a 360-degree view of your customers.”
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