Insights from Glassbox’s 2023 Holiday Survey provide retailers invaluable consumer feedback on mobile app engagement.
Amidst the lingering echoes of Black Friday and Cyber Monday (BFCM), retailers face a pivotal moment — an opportunity to transform hard-earned lessons into a blueprint that will shape their strategies for 2024. It’s evident consumers are mastering the art of navigating holiday sales, and securing the best deals with the aid of mobile apps.
In response to the demand for seamless shopping experiences, retailers have elevated their game, leveraging mobile apps to drive engagement and entice shoppers with festive deals. From sending personalized welcome messages with a promotion to leveraging location data and digital shopping lists, retailers are on a quest to meet customers wherever they may roam in their customer experience journey.
This article sheds light on insights from Glassbox’s 2023 Holiday Survey, offering retailers invaluable consumer feedback on mobile app engagement. These insights are crucial for driving success and refining strategies for the challenges and opportunities that lie ahead in this year’s retail landscape.
The new normal behind mobile CX
In an age where smartphones are inseparable extensions of our lives, shopping dynamics have undergone a seismic shift. Glassbox’s survey reveals a staggering 70% of consumers now kick off their pre-shopping journeys online, browsing and wishlisting. This initial digital dance sets the stage for retailers to craft an unforgettable mobile app experience, a pivotal moment to maximize revenue potential.
Before BFCM, a whopping 60% of consumers already preferred the convenience of mobile over shopping via traditional web browsers. In particular, they are drawn to the ability to save account and cart information, highlighting a significant opportunity for retailers to enhance the convenience factor within their mobile apps. This underscores the need for online retailers to prioritize improving their mobile app strategies and optimize conversion rates to capture and retain the loyalty of their customer base.
Yet, it’s not just about convenience; it’s about connection. A recent IBM study shows that 52% of consumers surveyed were interested in receiving information, advertisements, and offerings from stores that are relevant to their unique interests. By tailoring the customer experience based on real user data, retailers can elevate their brand value.
In today’s mobile-centric landscape, retailers must revolutionize the way customers interact with their mobile apps. What was once a luxury has now become a norm, and opening up avenues for retailers to leverage their customers’ mobile app journey is imperative.
The truth about shopping via mobile apps
Before BFCM, 84% of consumers said they would be willing to install and shop through a retailer’s mobile app if it gave them access to better pricing or sales. In reality, only 31% downloaded a new mobile app for better pricing or sales. These statistics unveil a significant discrepancy between consumer intent and actual behavior, representing a missed opportunity for retailers to capitalize on.
This disconnect underscores the importance of retailers incentivizing app downloads and mobile app shopping. By offering exclusive deals, discounts, or rewards accessible only through their mobile apps, retailers can align consumer expectations with actions, thereby increasing the likelihood of app adoption and engagement.
Post-BFCM survey data from Glassbox also reveals that 80% of consumers expressed satisfaction with their mobile app shopping experience. The secret sauce? Personalization. Retailers, attuned to the pulse of their audience, curate bespoke content and targeted promotions, seamlessly meeting consumer needs. Notably, 75% of Millennials and 74% of Gen Z consumers embarked on their holiday shopping journey through mobile apps, underscoring the pivotal role these platforms play in modern commerce.
In today’s competitive retail landscape, retailers cannot afford to overlook the power of mobile app engagement. As we navigate the complexities of 2024, retailers must stay on top of their mobile app strategies by anticipating user expectations, troubleshooting emerging challenges, and adapting to the dynamic landscape of operating systems.
The power of a polished mobile app experience
In a digital ecosystem teeming with more than seven million apps worldwide, the battle for consumer attention rages on. According to research from Statista, these apps were poised to rake in more than $935 billion in revenue in 2023.
With so much competition and revenue potential at stake, companies with mobile apps need to ensure their platforms are optimized to deliver a stand-out user experience (UX). For retailers, mastering the art of understanding and guiding every mobile customer journey is paramount. And there are myriad journey paths that can unfold within mobile apps:
- The Direct Path: Where customers know what they want and swiftly navigate to their desired destination.
- The Transfer: Where customers transition between website and app, and vice versa.
- The Side Trip: Where exploration precedes conversion, leading users on a meandering journey through an app before converting.
- The Abandon Journey: Where potential leads drift away, as some customers never make the desired conversion.
These different paths serve as a guide to understanding customer behavior and preferences. Armed with this knowledge, retailers can curate mobile app experiences that lead customers toward the ultimate destination — conversion. In today’s hyperconnected world, customers demand more than just functionality; they crave immersive, frictionless experiences that cater to their needs. By delivering on this promise, retailers can unlock a cascade of benefits: heightened customer loyalty, streamlined operations, and accelerated business growth.
In this dynamic landscape, it’s abundantly clear that the mobile app experience matters. Retailers must consistently enhance the mobile app journey to ensure seamless interactions. Glassbox’s BFCM survey underscores the significance of mobile apps in shaping the shopping landscape. Sustaining mobile app engagement is essential for driving success, and integrating the insights discussed here can enhance early-year shopping strategies and beyond. With increasing expectations for smooth mobile interactions, retailers must meet industry standards to stay competitive and prepare for the exciting rush of the 2024 holiday shopping season.
Debbie Braney is SVP, of Global Marketing at Glassbox where she leans on 20 years of B2B tech marketing experience to drive the rapid growth of the Digital Experience Intelligence company. Prior to Glassbox, she founded and was the principal of Braney Performance Marketing. Debbie also spent 11 years at Hitachi where she served in marketing leadership roles such as VP, Digital & Customer Experience, and VP, Integrated Marketing. She established the Women of Hitachi mentorship program and has served as a mentor in Women Unlimited’s LEAD program.
