Consumers who use e-commerce apps want to do more than just browse and buy, according to new research by Clutch, a B2B ratings and reviews firm.
They also want access to special offers and deals, loyalty rewards, product recommendations, personalised experiences and augmented reality features, the survey of more than 500 consumers revealed.
With growing numbers of consumers using e-commerce apps to make purchases, businesses can improve customer engagement by offering an app with the features consumers want, Clutch said.
The research showed that the top reasons consumers use e-commerce apps are:
1. To receive deals and offers (68%)
2. Flexibility to buy at any time (64%)
3. To compare products and prices (62%)
4. To save time at the store (54%)
This reflects their preference for a “frictionless” shopping experience.
Asked what kind of features they want on an e-commerce app, respondents said:
1. Discounts on products similar to past purchases (85%)
2. Purchasing directly through the app (84%)
3. Discounts from push notifications (84%)
4. Syncing loyalty rewards (81%)
5. Product recommendations (70%)
Additionally, nearly 60% of consumers want e-commerce apps that personalise the in-store experience, and more than half (54%) said they would use augmented reality features on e-commerce apps.
“An app that provides a high level of personalisation and experience makes your users much happier and more satisfied” commented Dan Healy, Chief Operating Officer of Prolific Interactive, a mobile-focused product agency. “It tends to drive higher return from your most loyal users.”
If you would like to learn more about mobile shopping and connected consumer trends, please read our international research report “The European connected consumer: a life lived online.” Through research that questioned 7,000 consumers, comprising 1,000 from each of Belgium, France, Germany, Italy, the Netherlands, Spain and the UK, our report identifies consumer trends and the associated business and legal challenges.