Half (49.8%) of UK consumers use retailer apps to get notifications about promotions, according to a study by GlobalData, a leading data and analytics company.
According to GlobalData, these findings are a great opportunity for retailers, who should include functionality into their apps to promote discounted products and persuade consumers to browse.
"The popularity of this feature among consumers suggests that this form of communication may be more effective than the more-established method of an email newsletter," said Hannah Thomson, Senior Retail Analyst at GlobalData.
Impulse Purchases
By encouraging consumers to use their apps, retailers might expect to pick up additional spend on impulse purchases, said GlobalData. In fact, 53.3% of shoppers agreed that most purchases made with their smartphones were impulse buys.
“This will benefit retailers of discretionary products, such as fashion and decorative homewares. However, the benefits for retailers specialising in larger-ticket items will be limited, with consumers more cautious about using mobile devices for these purchases," added Thomson.
The benefits will be less also for others categories, such as furniture or electricals, as 78.9% of consumers agreed that they prefer to use a laptop or desktop in order to see the product details and imagery more clearly.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Alessandra Arosio. Click subscribe to sign up to ESM: European Supermarket Magazine.
