Getting apps to help with shopping preferences

Over the past few years, it has become evident that a key contributor to the success of large lifestyle brands is their integration between physical and digital platforms. Retailers of such brands have identified that the best way to connect with their loyal consumers is through smartphones.

In fact, smartphones may be the best point of sale devices ever created. They, and the apps they carry, provide a deeper level of engagement for consumers and it’s essential for brands to take advantage of these technologies.

In a material sense, mobile services have transformed the shopping experience for consumers. Now, shoppers can instantly access first-hand information about the latest products and trends by making use of mobile apps, software that provides (in this context) utility and information services relevant to the consumers’ interests. It’s this kind of access that can influence the consumer at the purchase decision moment and may be the difference between one brand going home with the consumer while another languishes on the shelf.

Of course, these applications can do more than just display information about products. They also offer dynamic ways to interact with the customer. Consumers can create and share shopping lists, track product orders, and take advantage of promotional offers instantly.

Glut of apps

However, finding good mobile shopping apps has become a challenge as there is a glut of apps running on multiple mobile platforms. Large retailers have started offering custom branded apps that link directly to product information, discounts and sales news. E-commerce companies like Amazon were the first to capitalise on this trend by introducing the PriceCheck app to scan barcodes and access Amazon’s product listings.

So, where do you start if you want to get into the world of consumer apps? Here are eight ways to enhance your customer’s shopping experience:

• Know your customer: Before you start developing the application, find out who your target audience is. Look at what they like and try to integrate their favourite hobbies with the application.

• Region integration: The great thing about applications is that they don’t have boundaries and can be downloaded from all over the world. To make navigation easier for global customers, allow for the app to be available in various languages or set a region drop down bar to access the products in the local country in the local currency.

• Update often: One common mistake that retailers often oversee is that once they develop an application, they don’t update it. Customers need a reason to be engaged and want to always be in the loop regarding their favourite brands.

• Loyalty and rewards: One of the main advantages of having a personalised app is that as a retailer, you can track your customers’ loyalty and offer rewards directly through their smartphone. This eliminates the problem of remembering long identification codes or losing coupons.

• Made to be mobile: It’s important to keep in mind that the customer dictates how they interact with the brand. By turning their smartphone into a virtual assistant that offers suggestions, the customers can identify their needs with the brand offerings.

• Virtual in-store experience: Enable in-store navigation to make it easier for customers to find your products. Recommend relevant coupons and complimentary offers when they look for certain products in various departments.

• Payment options: Customers can beat the long queues at the store and opt for self-check outs using their smartphones. By using the application for payment options, customers can also build a transaction history and this makes it easier for the retailer to communicate with the customer about their favourite items.

• Collaborate: Lastly, by identifying a right technology partner, a retailer can encourage joint initiatives involving brands.

The writer is the director of McCollins Media.