The lack of guidelines or general wisdom as to which retailers should actually have a mobile app and which shouldn’t can be confusing.
In this post I’m going to start writing those guidelines myself, if you’ll stick with me.
There is definitely a burgeoning anti-app movement, fuelled in part by the move to adaptive or responsive websites. On top of this, the growth in app downloads is in sharp decline and we seem to be reaching market maturation for apps, in those countries that have highest smartphone adoption.
But what should retailers do? Should some still be entertaining the idea of a new app? There are certainly some great success stories out there.
Some feel that the consumer has no interest in using many different retail apps, whereas others think the goal of consolidation is often unrealistic, with consumers happier using a range of options.
Where should apps lie in a priority list of ecommerce to-dos? Which apps are succeeding and which aren’t? How do customer base, product range, internationalisation and other factors affect the decision whether to build an app?
Well, these are the questions I’ve been attempting to answer. Read on to see what I dug up. If you make it to the end of my investigation, you’ll find my own criteria for apps in retail.