Consumers Want Innovative App Features

Before modern technology, consumers who wanted to shop had to visit a physical store to purchase items. Now, they can shop at home, on the go or anywhere else with Wi-Fi or phone service.

That’s all thanks to smartphones, and according to a Clutch survey of 505 e-commerce app users, consumers are looking for apps with innovative, cutting-edge features — something retailers of all sizes can implement. Apps help build brand loyalty and contribute to business growth and customer satisfaction.

Why Consumers Use E-Commerce Apps

The four main reasons consumers use e-commerce apps are to receive deals and offers (68 percent), the flexibility to buy anywhere and any time (64 percent), to compare products and prices (62 percent), and to save time (54 percent).

Consumers also use e-commerce apps to see a larger inventory selection (53 percent), avoid going to the store (47 percent) and save time by getting curbside pickup (27 percent).

Shoppers use apps because they provide a better, more interactive experience over simply shopping online.

Consumers Want Innovative App Features

The above reasons are a mainstay in e-commerce apps, but most consumers want apps that go beyond those features.

Although many are already using e-commerce apps to receive deals and offers, consumers want more discounts; 84 percent would opt in to receive discounts from push notifications, and 85 percent want discounts on products similar to past purchases. These discounts are based on customer preference, so retailers need to learn their customers’ demographics and offer them customized discounts.

In addition, 81 percent of consumers want loyalty rewards in their apps. By offering rewards, retailers can encourage consumers to make purchases and become devoted, repeat customers.

Fifty-nine percent of consumers want personalization in their apps; this means retailers need to learn the wants of each customer and offer deals and push notifications specifically geared toward them. Consumers also seek recommendation features on their apps (70 percent), something that further customizes the shopping experience for them.

Consumers are also intrigued by augmented reality (54 percent), a feature that has only recently become mainstream. Augmented reality allows shoppers to customize products and visualize them in their own environment, something that's important before making an online purchase.

Consumers want discounts, recommendations, personalization and high-tech features within apps. These innovations provide a more engaging experience for shoppers, and they improve the way retailers do business.

Implications for Retailers

It’s not only the larger, more widely known retailers that benefit from e-commerce apps; smaller companies with apps also have an advantage by appealing to shoppers through something consumers are constantly using: their smartphones.

Although just 42 percent of small businesses have a mobile app, that number is projected to increase to 67 percent by the end of 2017. More than two-thirds of smaller businesses plan to have apps this year, and retailers without apps are falling behind.

Companies that implement innovative features that consumers want create satisfied shoppers and, in turn, increase conversion rates. Mobile apps give consumers an easy, frictionless shopping experience, and retailers without an app are losing out on potential loyal customers. With apps, customer satisfaction increases, and a happy customer means more sales and a more profitable business. 

Kristen Herhold is a content developer and marketer at Clutch, a leading B-to-B ratings and reviews firm.