Mobile ownership and usage are on the increase with 29%1 making a purchase from their mobile phone, rising to two thirds (64%1) on a tablet.

Standard best practice is now for eCommerce websites to be developed responsively, that is, where their appearance adapts to the size of the screen it is being accessed on. Whilst responsive sites can be optimised for mobile, with content being prioritised, images and videos being removed to speed up load time etc. they still rely on a stable internet connection.

This is where a mobile app has advantage over a responsive site. Apps don’t need a connection to function as a user can select products or information from a version cached to their device that can then be uploaded and processed as an order when connection resumes.

Another area in which apps trump responsive sites is in providing a super intuitive user experience. The swiping action is not functionality provided in responsive sites, but is an expectation of mobile users, likewise where some sites make use of hover states etc., this action does not translate to mobile use.

Apps can also make it easier to store and save information safely. Delivery and card details can be saved against a specific user, for quick and easy repeat purchases. Where your app is connected with back-office systems (CRM particularly), appropriate data, such as interests, historical purchases and content engagement information, can be passed and kept up to date at all times. The view of the customer is then maintained and relevant information for being able to deliver personalised campaigns, such as those promoting items similar to those already purchased can be affected through appropriate channels yielding better results.

Where your product offering is frequently changing, or promotions are a key part of your sales strategy, apps can also be a winner with their ability to send the user push notifications (where accepted). Engagement rates with push notifications are higher than traditional email campaigns. Push notifications receive an average 10.3%2 click-through rate with email scoring on average a 2.5%3 click through rate. Couple this with the fact that 48%2 of mobile app users make an instore purchase after receiving push notifications triggered by profile data, and there is a compelling case for augmenting your digital sales channels with an app.

As experts in app development we’d love to discuss your strategy and explore whether an app could help you to connect with your customers and be more profitable. Our apps are also developed to integrate with other platforms maintaining a single source of data and negating needless double entry by pulling and pushing data from existing systems. Have a chat with us to discover more.