With the majority of retailers now seeing the benefits of expanding into the mobile channel, an app can provide a substantial boost to a mobile marketing campaign. However, without an effective design, the popularity of the app is doomed before it has been launched. By getting it right, retailers can boost sales figures, improve the brand’s image and maximise conversions. Once the potential of the app has been realised, both by the retailer and the user, it can become a very worthwhile investment.

One of the most enticing qualities of a mobile app is that it enables companies to engage with a much larger audience. With the majority of the developed world now using smartphones on a daily basis, particular the operating systems of Android and Apple devices, the opportunity to reach a huge customer base has never been easier. By offering customers the option of interacting with the company via their mobile, it makes the user feel more involved with the brand and therefore more likely to make a purchase.

Ideally retailers want the app to be retained on customer’s smart phones, to be used repeatedly. The only way of doing this is by the aforementioned good user experience design. Apps should not only be slick and appeal visually, although this is a major part of encouraging the initial download. The app should also be easy to use and fully functional, with menu systems designed for use with thumbs rather than mouse clicks. New web standards HTML5, CSS3 and Jquery allow for more content rich experiences, such as suggested product feeds, videos and drag-and-drop shopping baskets, to name a few. 

Naturally though, the only real reason a retailer will invest in an app will be to increase revenue through m-commerce. 

Another reason for retailers to expand into the mobile channel is the chance to maximise conversions. With an app that is specifically built to appeal to customers and encourage customers to shop, retailers should see more customers follow through on a purchase than if they were standing alone in an aisle at a store or browsing a website. In many ways, an app acts as the most seasoned salesperson on the floor. It can provide thorough amounts of information and ask directly for the sale, offering a quick and easy way for the customer to finish the transaction and move along with their day.

One final benefit for retailers to utilise the mobile channel is the ability for them to enhance their public perception. A retailer that offers a slick mobile app can be seen as “cool” by the public. They will be viewed as a company that is in touch with its audience. Retail companies should embrace the fact that mobile marketing, specifically their app, is a large part of their overall marketing scheme. A well-built app is necessary to maintain a company’s image and keep customers wanting to do business with them.

With all of these benefits in mind, the best practice for designing a mobile retail app is to work from the ground up. The designers should work heavily with those in charge of merchandising as well as mobile marketing, in order to get a firm grasp on what the company needs to succeed. Once this is understood, designing a retail app will be a fairly intuitive process for most. So long as it is well-programmed and offers an interface that is easy to navigate and caters to the same audience as the store, a retail app can be a terrific success. As the mobile segment develops further, more emphasis will be placed on retailers’ apps as a source of sales. For this reason, retailers should expand into the mobile channel now with a clear strategy for success.

This is a guest post from James Bentham, off-page SEO Executive at Search Laboratory.