Top brands are launching new mobile apps to engage with their customers – are you?

2015 is only really getting started and already top brands such as Adidas, House of Fraser, Homebase and even London St Pancras station have launched new mobile apps for their customers, offering new unique ways to make their customer buying journey much easier, simpler and streamlined.
As we know that customers buying behaviour has evolved and it only seems fitting that retailer needs to tap into this and optimise these opportunities. Therefore mobile apps have become a crucial element for retailers wanting to appeal to the customer that is always one the go and buying/booking.
The market data providers such as App Annie and Kantar Retail discovered that Amazon and Argos have been the leading large UK retailers for downloads however this could change by end of 2015 as many retailers are adopting this new approach to reaching their customers.
The recent retailer to modernise their mobile strategy is Homebase as they have launched an app that runs on multiple devices, including the big ones: iOS 7 and Android. Their app gives their customers an opportunity to browse and refine the entire Homebase product collection, check stock and reserve in-store, and to top that, it finds the nearest store using GPS.


Now Homebase sees over 50% of its online traffic coming through smartphone and tablet devices, and revealed that its app has had more than 70,000 downloads! – it’s time you tapped in to that! This shows that the primary role of mobile apps in in-¬store shopping is to enhance customer experience beyond what can simply be offered through physical stores.
However, technologies such as beacons and mobile payments have been developing further, and so it only seems fitting that large retailers will go furthermore to provide an Omni channel experience that can’t be matched by online-¬ or mobile-¬only competitors – it’s all about providing a seamless customer journey.
The key to their success is to ensure their mobile app provides something unique. Over the last few weeks, jewellery business Gemporia and sports equipment brand Adidas have brought to market unique applications that fit their individual company requirements. For example Gemporia has a new ‘ring sizer app’ which helps partners to buy the right size ring – and it’s free to download! So what does it do? Gemporia’s new mobile technology allows their customers to place a ring on the device and take a digital measurement that is stored on the app.
Working in collaboration with mobile platform provider GPShopper, Adidas has built an app which provides to their customers more control over limited releases, provides all customers with an equal opportunity of getting access to new shoes like their recent collaboration with Kanye West ‘Yeezy’ collection, and allows for instant confirmation of product availability.
Adidas new mobile platform influences geographic targeting technology to allow for verification of location, while protecting consumers from “bots” that often dilute launches on social media platforms such as Twitter. Users sign up when downloading the app, reserve the product they want to buy and are then issued push notifications when the item is ready to collect, which they can then do in Adidas retail stores and at select wholesale partners.
The features of mobile apps are certainly evolving, and the App Annie/Kantar report picks out John Lewis and Topshop as examples of retailers that enhance shopping experiences on mobile, through such methods as unlockable content and barcode scanners for reviews and recommendations.
Recently the leading designer department store chain House of Fraser brought to market an android app with a built-in personalised stock checker.
Poq Studio provides the mobile platform for the new tool and the tech company created the interactive app which allows customers to save preferred specifications, including product size and nearest store.
The new launch has seen House of Fraser produce more than half of its online traffic from mobile devices. It also comes as a growing number of customers choose to shop in-store while using their smartphones, which House of Fraser has recognised through the delivery of barcode scanning and GPS in the app, which provides customers the opportunity to access product reviews and real-time stock information related to the store they are visiting.
It’s clear that mobile apps are no longer a simple supplement but more of a necessity for retailers in the UK. Having a mobile app that is unique to their business and enhances their customer experience shows that it contributes towards effective sales, customer engagement and brand loyalty strategies.
Omni channel (multi¬channel) retailers that can patent their brand equity across both physical and virtual points of shopper interaction are most certainly likely to capture higher share of customer loyalty –¬ which is a very crucial necessity when faced with fast-¬growing competitors.
At ardent we have worked with a number of retailers to build mobile apps and Omni channel customer experience. We have helped retailers to become more engaged with customers on various channels and touch points simultaneously, allowing your customers to choose when, where and what to purchase. We have also successfully helped clients build big data technology to predict shopper behaviour and create truly personalised experiences and dynamic pricing models.

 

At ardent we have worked with a number of retailers to build mobile apps and Omni channel customer experience. We have helped retailers to become more engaged with customers on various channels and touch points simultaneously, allowing your customers to choose when, where and what to purchase. We have also successfully helped clients build big data technology to predict shopper behaviour and create truly personalised experiences and dynamic pricing models
Get in touch now and let’s see how we can make IT easy for you.