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Mobile Apps Used 5 Times More Than Mobile Browsers, Says Swrve

Some top tips from the report advise dropping the barriers between mobile and in-store commerce.

Mobile apps have “won” the war for mobile dominance with users spending five times as much time on mobile apps as they do on mobile internet browsers, says mobile marketing platform Swrve. In a report, Swrve uses this fact as the basis for a five-part strategy for mobile marketing. The main theme of which is that there is no such thing as a separation between mobile customers and physical customers and that mobile can be used to enhance in-store experience.

You can read the full report here (registration required).

Swrve claims that mobile is the most popular channel for the 21st century consumer. But most customers no longer only shop online or only in-person, instead they use all channels available to them in a unified way. With that in mind, a strong mobile app presence is essential for retailers who want to capture the mobile audience.

But don’t think that just creating a mobile app with basic functionality is enough, Swrve warns. Customers don’t think of the mobile and physical aspects of retail as separate, so when they inevitably look to their phones for more information, your app should be the first one they think of.

“It would be wrong to believe that [the rise of mobile] spells the end of traditional brick and mortar retail,” says Swrve. “In fact successful retailers will both drive sales direct from mobile (and online), but also use apps to enhance the store experience and increase ‘real-world’ revenue.”

Some other important takeaways:

  • Connect the in-store and mobile experience. iBeacons enable you to trigger in-mobile campaigns as customers enter different areas of the store. That opens up a world of possibilities, from notifying users of current promotions via push campaigns, to in-app messages and content relating to nearby items.
  • Consider building ‘splash screens’ or in-app messages that introduce the mobile experience, guide the user, and ensure they understand why they’ve installed the app and what it can do for them.
  • Ensure you are optimizing and personalizing content based on prior user behavior. If a given user of your mobile app tends to browse and buy men’s fashion – don’t show a display of women’s shoes.
About The Author
Daniel Parisi Daniel Parisi @daniel_parisi_

Daniel Parisi is a New York City-based writer and recent graduate of the University of Maryland. Daniel specializes in coverage of mobile payments, loyalty programs, and the Internet of Things.