Consumers are increasingly using mobile apps to make purchases, according to new findings from financial services company Synchrony.
The Synchrony 2018 Digital Study found that 67 percent of consumers have downloaded a retailer’s app, which more than half did for a coupon or discount offer. Also, about half of consumers that have downloaded apps use it for purchases.
“In today’s competitive landscape, a mobile application is not just another piece of technology for retailers, it is a vital tool to engage shoppers with their brand. Done well, retail apps engage both in and out of stores with personalized experiences and easy credit solutions,” said Maya Mikhailov, chief marketing officer, GPShopper, a developer of mobile apps acquired by Synchrony. “Consumers that use retail mobile applications are a retailer’s top shoppers. As such, they want their apps to be tailored to their unique shopping experiences and preferences.”
Synchrony recommends that retailers, when developing mobile apps, provide a consistent customer experience across all channels. The company also encourages retailers to engage with customers in a personalized manner by providing unique offers and discounts via mobile to further extend brand loyalty. Finally, the company suggests offering simple and easy payment solutions that are seamless and secure.
The Synchrony Digital Study also revealed that 77 percent of consumers rated credit card features on an app as very or extremely valuable.