The Importance of Mobile in Your Omni-channel Strategy

Posted by Elizabeth Hoffman on Jun 29, 2016 10:00:00 AM
Elizabeth Hoffman

Mobile apps have it again! When it comes to looking at how consumers shop and the devices they use, a recent Q4, 2015 Criteo Mobile Commerce report found that "apps beat mobile browsers at every stage of the funnel".

The report found that mobile app users browse almost 4 times as many products as they do on mobile web. From there, shoppers are twice as likely to add items to their basket for checkout, converting at 120% the rate of mobile web. 

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It isn't just that consumers are shopping on their mobile device through apps, but they also use their mobile apps and a retailers mobile presence throughout the buying journey. The path to purchase is not as linear as it was in years past, today, there are many devices and channels involved. In fact, the same report stated that 4 out of 10 transactions involve multiple devices, that's huge and speaks to the need for an omni-channel strategy. So what are these devices and where are your shoppers? According to Criteo:

  • 31 percent of cross-device transactions occur on mobile
  • 4 out of 10 cross-device desktop purchases occur after shoppers browse a retail site from their mobile
  • Half of cross-device mobile transactions are a result of mobile only browsing

With these findings, it's no wonder that smart retailers are focusing on making mobile the center to their omni-channel strategy. Simply put, if you don't have a mobile app presence that's easy to find and simple to use for consumers, you're essentially taking yourself out of the game and missing out on millions in potential revenue. 

Are you taking advantage of all the benefits a mobile app can bring to your omni-channel strategy? Contact one of our mobile experts today.

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Topics: Omnichannel Retail, Mobile Retail Apps

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GPShopper is a mobile commerce platform and app developer for retailers, using technology to transform the total retail experience.  GPShopper is a Synchrony solution. 
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