The rise of digital is now largely driven by mobile. 75% of people now have a smartphone. Having a mobile application dedicated to your business can be a real asset for your company. Do you think that setting up a mobile application can be a good solution? Let’s see why and when you need to develop a mobile application. Today, custom mobile applications play a central role since they concentrate 90% of the time spent on smartphones.
In this context, more and more brands are creating mobile applications. Thinking of creating one? We tell you why it is useful to develop a mobile application.
4 reasons to develop a mobile application
Position yourself earlier in the buying journey
While 25% of digital transactions today take place on mobile, according to the latest Mobile Marketing Barometer, mobile is very often used at the start of the purchase journey. A study reveals that more than one in two consumers (56%) use their mobile to do research before making a purchase. In some sectors, such as fashion, there is a ROPO (Research Online Purchase Offline) phenomenon: consumers do research online on their mobile and then buy in store. Mobile content thus helps to position oneself earlier in the buyer journey. This can go through a product visualization, a free demonstration, advice or product comparisons. Mobile is therefore a customer acquisition tool. It is also a great up-selling and cross-selling tool.
Offer a new experience to its users
The multiple possibilities and functionalities of smartphones and tablets make it possible to offer new experiences to its customers. It is possible to imagine new services based on push notifications, the camera, geolocation, consultation without an internet connection, etc. These services can feed your cross-channel, drive-to-store or other brand strategies. For example, by purchasing a ticket via the app, users no longer need to stamp it at the station. The mobile application becomes a transport ticket. Another example of an innovative service is that offered by the Yuka mobile application. It allows users to assess the nutritional quality of consumer products by simply scanning in-store barcodes.
Trigger buys and impulse actions
In a mobile environment, users use their phones to meet their immediate needs. Mobile applications promote spontaneous and impulse purchases. A large number of consumers buy items on mobile that they would not have purchased in stores. Amazon thus provides a hyper-fast purchase button in its application. Thanks to the 1-click order, consumers can buy a product in record time, without going through the shopping cart. Other brands are adopting similar approaches to encourage impulse purchases. The Tommy Hilfiger application offers for example to view the Instagram feed of the brand. It is possible to instantly buy a garment or look presented, thanks to a “buy button”.
Strengthen your brand image
Developing a mobile application is a good way to strengthen your brand image and differentiate yourself from the competition. Many companies now have a responsive site, which automatically adapts to the size of the screen on which it is viewed. Other brands have mobile sites specifically designed for mobile screens, although this format is less and less used. Far fewer companies have an app.
Have you been enlightened?