The mobile channel is rapidly growing. In retail, smartphones and apps mean business, EMarketer’s projecting U.S. mobile sales will grow 52 percent to $102 billion this year. Retail apps allow retailers to reach a wider audience with a more personalized message.
We have been analyzing the mobile apps of brands/retailers, and compared to the analysis we did last year, many have improved the mobile app experience. More have scanning search abilities, customer reviews of product, built in rewards programs, saving and sharing products via wish-lists, and the ability to track orders. In many cases a customer can now complete a transaction using digital wallets
Below are listed some of the apps we have rated 5- excellent.
Ulta- The ULTA app is innovative in the way it allows customers to try on products virtually before they buy. It is also very easy to navigate and shop through, plus customers can book their services via the app. The mobile shopping experience provides the same feel as shopping in-store.
Lululemon- Lulu has been working on improving their digital strategy and we have noted their app has gone under many improvements. Customers can track orders, live chat has been built into the app, you can order the item and check if it is available in-store. Customers are also now able to see what is going on in their community via the app. A favorites tab has also been added.
North Face- The TNF app provides a branded shopping experience via the app. It provides local information to the customer’s location and tailors events that are relevant for them. The shopping journey on the app is easy to navigate and allows consumers to decide how they prefer to receive their product, either in-store or to their door.
Calvin Klein- The Calvin Klein app offers a branded and easy to shop experience. Customers can track their orders and reward points via the app. When checking out through the app, customers are also able to choose shop runner as a delivery option, which delivers same day. They are also able to view all the latest projects Calvin Klein has released in collaboration with others.
Nordstrom- The Nordstrom app provides an easy shopping experience via the app. Nordstrom has also added to their search ability by allowing customers to snap images of items and populating similar items available at Nordstrom. Customers can also pay their bill via the app and view their rewards. Customers are also alerted of in-store upcoming events, including sales. When viewing products, reviews from other customers are also available.
The percentage of E-commerce to a retailer’s business is growing rapidly and mobile is increasingly contributing to e- commerce, therefore, the mobile part of the retail omni-channel experience needs to be top notch.