Technology

Retail apps alienating consumers, reveals research

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July 1, 2021

Three quarters of U.S. consumers don't think retail apps know enough about their habits to boost their customer experience or build brand affinity and may be alienating customers rather than attracting them.

That's a prime finding from a survey from Emarsys that polled over 2,000 U. S. consumers. They survey revealed that more than two-thirds don't agree mobile apps make shopping more relaxing or offer more control (68%) and just 23% would consider spending more time on the app than any other platform, according to a press release on the research results.

The result, according to Emarsys analysis, is that brands are failing to take advantage of a huge opportunity in the e-commerce space.

"Being able to make individual consumers feel valued and appreciated has always been an imperative part of delivering predictable, profitable outcomes for brands. Fundamental to achieving that is a personalized omnichannel experience, of which mobile apps are a more important component than ever. Brands need to take every opportunity to stand out in an incredibly competitive ecommerce market," Sara Richter, Emarsys CMO, said in the release.

"Simply put, you've got to be able to take all the data that a customer provides you, and reward them for sharing that with a totally optimized, bespoke experience. Without that, you're not going to be able to achieve the customer engagement and loyalty that your desired business outcomes will need – especially given how fierce the fight for customer loyalty is in 2021."