10 Must Have Mobile App Features for In-Store Engagement

10 Must-Have Mobile App Features for In-Store Engagement

› Peter Sheldon, VP & Principal Analyst

April 7, 2015

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PETER SHELDON

2

VP & Principal

Analyst

Peter serves eBusiness & Channel Strategy Professionals. His interests focus on mobile and tablet commerce trends, digital in-store experiences, multichannel retail, social commerce, and digital media.

@peter_sheldon

© GPSHOPPER 2015 ALL RIGHTS RESERVED

MAYA MIKHAILOVCoFounder & EVP,

Client Strategy

Maya is a Co-Founder of GPShopper, a leading mobile platform solution for retailers & brands. Maya has served as a professor at New York University specializing in mobile marketing and strategy.

@gpshopper

Beyond the Essentials, What are the

Must-Have App Features that Consumers

Demand for In-Store Engagement ?

© 2015 Forrester Research, Inc. Reproduction Prohibited 4

1. In-Store Skin


The Walgreens mobile app automatically shifts to “Store Mode” when a user enters a store. This presents users with their shopping lists, clipped coupons, and Balance Rewards information.


The Home Depot

& Lunds and

Byerly’s also use

this feature. Their

apps adjust to

bring in-store

specific features

to the homepage

while they shop

in-store.


Walmart “Store

Mode” promotes the

Weekly Ad, what’s

new in the store,

Rollbacks, and a

Scanner.


2. Payments


Source: North American Technographics Retail Online Benchmark Recontact Survey, 2014

Base: 140 US Online Adults 18+ (Online Weekly or More) Mobile Phone Users Who Have

Purchased A Product On Their Mobile Phone In Physical Store

Which of the following payment methods did you

use to pay for the purchase(s) you made with your

mobile phone in a physical store?

64%

37%

26%

24%

18%

11%

9%

7%

7%

6%

12%

PayPal

Bank or credit card mobile app

Google Wallet

Starbucks Mobile app

MasterPass by MasterCard

Merchant mobile app

Isis Mobile Wallet

LevelUp

Square Wallet

Tabbedout

Other

6% of consumers have used their

mobile to make an in-store purchase.

5% have used their mobile to access a

mobile wallet in-store.


Starbucks allows customers to have a balance in the app that they can then use to pay.


Apple EasyPay allows users to scan and purchase products on their own using their Apple ID.


Neiman Marcus & Express integrate their store card programs to allow payment from directly within the app.


3. Beacons


North American Consumer Technographics Retail Survey, 2014

4% of consumers have received push notifications that contain offers or

product information to their mobile device

while in a store.

42% are interested in receiving digital coupons or product information on their mobile phone based on their specific

location within a physical store.


Apple’s iBeacon informs the customer about in-store features and app capabilities.


4 .Offers

Coupons, circulars, and weekly ads



20% of consumers have used their

mobile in-store to find or redeem a

coupons code.

10% have used their mobile to learn

about an in-store promotion or event.


Rewards and offers are easily found on the homepage of the Sephora & Charlotte Russe mobile apps.


Walgreens displays a shopper’s card information,

along with estimated savings and clipped coupons.


Target’s Cartwheel connects couponing with

social media.


5. Loyalty

Account status, reward balance, and redemption



10% of consumers have

used their mobile in-store to access their

loyalty rewards account.


Starbucks customers earn “levels” of loyalty.


Sephora, RiteAid & Bebe all provide unique loyalty benefits to their app users.


6. Barcode Scan

Product details & inventory lookup



19% of consumers

have used their mobile in-store to

lookup product information. 10% have used

their mobile to scan barcodes to get

additional information.


H&M’s scanner is quick, accurate, and saves the user’s “Scan History.”


The CVS App allows users to Scan a Product in the store and Scan a Prescription to refill from the homepage.


Home Depot: after scanning an item, the customer can elect to pick it up at another store.


Bloomingdales’ scanner is quick, but inventory accuracy is key to driving engagement when the shelf is empty.


7. Associate Clienteling

Device to device communication, assist me, and checkout


Associate adoption of mobile devices is mission-critical to driving customer engagement.

› Become obsessed with helping

associates accomplish their goals.

› Empower the associate with the

technology to be the conduit

between enterprise data and the

customer.

› Prepare associates to interact with

digitally empowered customers.

Source: November 4, 2013, “A New Generation Of Clienteling” Forrester report


Neiman Marcus lists sales associates by location, alongside icons so consumers can call, text, email, or FaceTime with them from the app.


8. Lists

Shopping lists, wish lists and registry



15% of consumers

have used their mobile in-store to

access their shopping list.

35% are

interested in using a digital shopping list tool on their

mobile phone while in-store.


Target’s app lets

customers scan

products to add

them to their

shopping list.


For kids:

For parents:

Target’s Wish List App gives parents 10% off products selected by their children.


Bloomingdales allows users to manage an already existing registry, or create a new one and to search for a friends’ registry.


Walmart

offers a

“smart

shopping

list” which

can show the

aisle location

and price of

items on

one’s list.


Whole Foods’ App has 3,745 recipes that customers can browse, comment on, and add items to shopping list directly from the recipe page. Shoppers can also make numerous, custom-named lists.


Lunds and Byerly’s recipes provide inspiration and

ingredients that can be easily added to the shoppers

list.


9. Wayfinding



5% of consumers

have used their mobile to locate a product within a

store by using indoor maps.

37% are

interested in receiving indoor mapping on their

mobile phone in the store to help them

find products faster.


Few retailers offer interactive “Wayfinding”, rather they provide static store maps.

IKEA Home Depot


Target notes an item’s aisle location in the product page and on the shopping list. Shoppers can also view the location of that aisle on the store layout.


When in Walgreens’ store mode, users can search for an item and find its location within a floor map.


10. Contests and Events


Bloomingdales’ App hosts contests.


Home Depot’s App displays information about upcoming workshops for adults and children.


Whole Foods filters events by location, and users can directly share the event information via e-mail, text, or social channels from the page. They can also add the information to their calendar.


Shoe Carnival exposes “scratch & win” contests for surprise in-store savings.

Consumer devices activating in-store digital experiences – with

employee devices, signage, payments and more…

Truly an interconnected store

THE IN-STORE FUTURE: DEVICE-TO-DEVICE

COMMUNICATION

53© GPSHOPPER 2014 ALL RIGHTS RESERVED

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200+ native platform features pre-built & integration expertise

COMPLETE SOLUTION

Popular features such as Push Notifications & Beacons built into platform

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RETAIL MOBILEEXPERTISE

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SECURE PLATFORM

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Thank you.

› Peter Sheldon617-613-8819

[email protected]

forrester.com

@Peter_Sheldon

› Maya Mikhailov212-488-2222

[email protected]

gpshopper.com

@GPShopper

10 Must Have Mobile App Features for In-Store Engagement

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