Smartphone apps could be the magic bullet of marketing for retailers, according to a December 2011 ABI Research survey of U.S. consumers. The study, "Mobile Shopping and the Mobile Wallet," reported that smartphone users who had downloaded a retailer-branded app said the app caused them to visit the store more (45.8 percent), buy more of the store/brand's products and services (40.4 percent), tell a friend about their store shopping experience (35.8 percent), and encourage friends to visit the store (30.8 percnet).

"These are overwhelmingly positive numbers," said senior analyst Mark Beccue. "They are so compelling that if retailers do not have a smartphone app strategy in place right now they are in danger of being left behind by their competitors."

The study, however, also reported that only 25 percent of the respondents had downloaded a retailer-branded app. It is possible the high level of positive response is due to the profile of the respondents, who might be enthusiastic fans of particular stores. As the number of consumers who download retailer-branded apps go up, the level of positive response might go down. A second effect that probably won't benefit retailer-branded apps: 37.9 percent of the respondents said downloading a retailer's branded app caused them to download other retailer-branded apps.

Still, the numbers are compelling, Beccue said.

"Clearly consumers are using retailer-branded apps as an engagement tool. Once a retailer can capture a consumer with one, there is a real opportunity to leverage smartphone apps to enhance customer service, deliver richer, more relevant product information in real time, shorten checkout lines and more," he said. "We are at the dawn of a very dynamic and creative time for retail."

Read more about marketing.

Related Content

User Comments – Give us your opinion!
Products & Services

Retail KIOSKS

http://global.networldalliance.com/new/images/products/2079.png

2079/Retail-KIOSKS

Government KIOSKS

http://global.networldalliance.com/new/images/products/4620.png

4620/Government-KIOSKS

LG 47WS50MS-B

http://global.networldalliance.com/new/images/products/6431.png

6431/LG-47WS50MS-B

Slabb C7E Transactional Kiosk

http://global.networldalliance.com/new/images/products/6705.png

6705/Slabb-C7E-Transactional-Kiosk

Olea Tuscon Kiosk

http://global.networldalliance.com/new/images/products/4330.png

4330/Olea-Tuscon-Kiosk

Social

http://global.networldalliance.com/new/images/products/4761.png

4761/Social

High-Performance Commercial-Grade LCD | 65” NEC V651

http://global.networldalliance.com/new/images/products/4704.png

4704/High-Performance-Commercial-Grade-LCD-65-NEC-V651

Black Box DVI-D Extender with Audio and EDID

http://global.networldalliance.com/new/images/products/3193.png

3193/Black-Box-DVI-D-Extender-with-Audio-and-EDID

Security Cabinets

http://global.networldalliance.com/new/images/products/4744.png

4744/Security-Cabinets

Automated Retail KIOSKS

http://global.networldalliance.com/new/images/products/4828.png

4828/Automated-Retail-KIOSKS

CONNECT 2014 Mobile Innovation Summit
Request Information From Suppliers
Save time looking for suppliers. Complete this form to submit a Request for Information to our entire network of partners.