Introduction
The digital presence of brands will only grow. Brands well positioned in the offline world should stand out in the online one, and must have the suited apps if they want to survive.
The recent case of Toy’s r us, American giant of toys, does nothing but gives a face to this problem. A company number one in the offline that declares bankruptcy recognizing have arrived late to the e-commerce.
And while this phenomenon has permeated in us, and we assimilate that a brand without digital presence is doomed to failure, we must also begin to understand the added value that apps offer to e-commerce.
1- Sales increase
It is logical to start from here . If I am going to invest an amount of money in the development of apps for my e-commerce, I must make sure that the economic return is positive. According to the Criteo report, in North America, retailers with e-commerce apps invoiced 67 % of their sales from their apps. The conversion rate in apps is 3 times higher than in the mobile website, 21 % versus 6 %, and mobile apps are more effective throughout the purchase process. Privalia’s study goes in the same direction and points out that large e-commerce companies already sell 48 % more from their apps than from a web platform. In fact, 86 % of internet traffic is via mobile.
2- Increase the visibility of your e-commerce
We have the mobile screen always present. Mobile applications allow to remind the client, without cost, that the brand is available for him. If they need an article, they remember the icon of the apps they have already downloaded, and they will access them much faster than in a web page. This brings us to another point, the conversion will be easier because you do not have to open the browser. The apps offer an availability for the brands that can not be compared to a web e-commerce. We have a showcase on the mobile of each of our clients.
3- The apps save the barriers of the mobile device
The mobile device has disadvantages in front of the desktop computer, everything was not going to be flattery. However, mobile apps remove these obstacles improving the user-friendliness to the mobile web, which reduces the discomfort that the process could have by having a smaller screen.
4- Improve the user experience
The UX is a very important value to take into account for the app development focused on e-commerce. The user, as we have mentioned on previous occasions, must understand the mobile application without previously read an instruction manual. In addition, there are other factors of the apps in themselves that contribute to the improvement of the user experience. For example, the speed, which is greater than in a website and that also improves the conversion rate as we mentioned above. And undoubtedly, shopping is more convenient from the apps because they facilitate the access to store purchase tickets on the phone and other smartphone functions.
5- They make it easier to reach the profile of “intensive buyer”
The profile of the online buyer who uses mobile applications, is what all the great brands want to reach. The few who do not use the apps to access e-commerce are adult buyers who also do not buy so much in the online channel. In contrast, users of apps are those that generate higher revenues for brands.
6- Loyalty
The download of the mobile application is a sign of loyalty that can not be compared with the use of a website. Native apps are an excellent tool in e-commerce to retain our customers, because they allow, as we will see in the following points, the use of communication elements that get the customer hooked.
7- Data storage
The apps for e-commerce allow users to save their data securely, so they do not have to re-enter them in each purchase process. This detail simplifies the procedure and makes the buyer opt the mobile application.
8- Marketing app
The apps facilitate the work of marketers, because they allow to launch remarketing campaigns to increase sales by rescuing forgotten shopping carts. The applications for e-commerce allowed a better knowledge of the user, in this way the marketing actions are personalized and obtained better results.
9- Positioning
The apps are distributed through an app store such as Google Play or App Store that receive thousands of daily visits. If we achieve through a good positioning ASO access to the Top Charts ranking we will get thousands of downloads for our e-commerce.
10- Communication
The apps offer a wide range of possibilities to communicate with the client. Push notifications may be the first thing that comes to mind. With these direct messages sent to our app users we can keep them informed easily. In addition many apps include a direct chat that provide an advisory service that contributes to the conversion.
Sources consulted: Criteo, iabSpain
