Mobile Apps for Business Enhance Customer Experience and Loyalty
In today's digital age, the ubiquitous smartphone has transformed the way we live and shop. With three-quarters of Americans owning a smartphone, it's no surprise that digital interactions are directly influencing a significant portion of in-store purchases, accounting for 56 cents of every dollar spent in brick and mortar stores. This shift in consumer behavior underscores the importance of small and medium-sized businesses (SMBs) embracing mobile apps to stay competitive and foster customer loyalty.
Empowering Informed Shopping
As consumers increasingly turn to their smartphones while shopping, the value of having a mobile app becomes evident. A staggering 58% of customers use their smartphones inside stores to research product information, and 54% compare prices between similar products. SMBs are recognizing the need to control the information customers access through their apps, which is a driving force behind their adoption.
Enhancing the In-Store Experience
Customers associate SMBs with a mobile app as providing a superior in-store experience. This is validated by the fact that 66% of businesses without an app report a decrease in customer loyalty. Native mobile apps, in particular, exhibit twice the new user retention rate, making customers twice as likely to return to the store within 30 days.
Building Customer Loyalty
Loyalty programs are more accessible and effective through mobile apps. Customers can easily track their points and respond well to notifications about rewards. For instance, Jaspare’s Pizza offers a loyalty program where customers unlock a loyalty card after 10 visits, promoting repeat business.
Facilitating Two-Way Communication
Mobile apps offer a platform for SMBs to not only promote their products effectively but also receive valuable feedback from customers. This two-way communication fosters a sense of partnership between businesses and their clientele, creating a stronger bond. Zeger Fitness, a health and fitness app, demonstrates this by enabling customers to purchase merchandise and connect with the business.
Real-Time Engagement
With the average Android user checking their smartphone every 12 minutes, mobile apps provide an opportunity for timely customer engagement. Requesting feedback at the right moment and following up with a support call, when needed, can lead to increased customer loyalty, with 97% of consumers reporting increased loyalty to companies that implement their feedback.
Data-Driven Decision-Making
Mobile apps offer powerful analytics, helping businesses develop customer personas and evaluate the effectiveness of their marketing campaigns in real time. This data-driven approach ensures that campaigns align with customer behavior and preferences, optimizing results. Gazdagrét, a local Hungarian app, uses analytics to keep users informed about local events, public transport, and new shops.
Proximity Marketing with Beacons
While spam remains a concern in the digital world, mobile apps equipped with beacon technology can provide customers with a personalized and spam-free in-store experience. Beacon notifications can greet customers upon entering the store, inform them about new products, offer relevant coupons, and even provide personalized recommendations based on purchase history.
Embracing the Future
Macy's, Walmart, Target, and other major retailers have adopted beacon technology to enhance the in-store shopping experience. Small businesses can follow suit, as beacons offer a cost-effective way to run proximity marketing campaigns and provide innovative in-store experiences.
The adoption of mobile apps by SMBs is not merely a technological trend; it's a strategic move to meet the evolving expectations of today's consumers. By embracing mobile apps, small businesses can create a more informed, engaging, and personalized shopping experience, ultimately fostering customer loyalty and ensuring their place in the digital era.