The state of mobile retail
In late 2015, nearly two thirds of US consumers didn’t know if their favorite retailer had a mobile app. But in a survey Localytics conducted in late 2017, nearly one half of US consumers said “shopping via apps” is a primary reason they use their smartphones.
In just a few years, shopping apps have gone from having poor awareness to relatively high usage. This increased usage isn't just driving more ecommerce sales either; it's driving more in-store sales as well.
According to the same survey mentioned above, 48% of consumers said they made a purchase in-store as a result of receiving a personalized push notification and 36% as a result of receiving location-based push notification (triggered by a geofence or similar location tracking feature).
So this is what people say about using shopping apps, but how often are they actually using them? To find out, we segmented our client base by industry and looked at the numbers for companies in the retail and ecommerce space.
Measuring success in 2018
In the following sections we'll show you how to create a new mobile strategy or refine an existing one for 2018. But before you do this, you need to know what success looks like. While success means different things for each retailer, our 2017 H2 retail benchmarking report shows you how shopping apps perform on average.