Criteo, the commerce marketing leader, announced findings from the âApp Commerce Goes Big in Asia-Pacificâ study conducted with Retail Week Connect. With surging internet penetration, mobile retail and shopping, apps are becoming a new-age trend in the Indian retail market. According to the recent survey commissioned by Criteo, about 74 per cent of Indian respondents have installed two to five retail and shopping apps on their smartphones.
Many shoppers are now becoming more confident of shopping using mobile phones, thanks to the new era of online payments, easy return policies, cash on delivery option, and free trial services being offered by leading retail brands. Certainly, a majority 80 per cent of shoppers responded that they feel as comfortable and secure using mobile for online shopping as they do while using desktop/laptops. Also, mobile is no longer being used for purchasing only low-value items. Fashion (88 per cent), electronics (78 per cent) and health and beauty (54 per cent) are leading categories in India encouraging about half of the respondents to purchase products/services two to five times a month. In the last three months, approximately 34 per cent of Indian shoppers have clicked on an advertisement appearing in an app and purchased via their smartphone. The increasing use of smartphones is creating a great opportunity for brands to invest in mobile app optimisation and build a targeted marketing strategy to enhance mobile shopper engagement, leading to increased sales.
Siddharth Dabhade, General Manager, Criteo India, said, âIn this cluttered retail market, brands need scale and personalisation to compete on an equal footing with their competitors. To do so, they must tap into an open commerce marketing ecosystem and use technology and data analytics to help shoppers find products of their choice and need. Criteoâs technology allows brands to engage with shoppers, creating relevant experiences on both retail apps and third-party platforms, thereby directly driving sales and profits.â
The real impact of retail and shopping app experience
Mobile apps are becoming a crucial touchpoint for a shopperâs journey. In fact, it has become a must-have for majority of millennials in India using smartphones. From ordering food and buying groceries, to booking a cab, about 94 per cent of smartphone users in India have discovered, searched for and purchased an item using a retail and shopping app.
A significant 75 per cent of respondents believe that a bad retail and shopping app experience negatively impacts a brandâs perception. Conversely, about 98 per cent said that a good app experience positively influences their opinion of a brand. Given that the effect of a good experience is stronger than that of a bad one, this underlines the importance of investing in customer experience and ensuring that an app meets the shoppersâ expectations.
Key factors and features that ensure a retail and shopping app meets expectations
Data security key to building trust in brands
About 22 per cent of Indian respondents do not feel comfortable submitting their personal and financial data on retail and shopping apps. Apps must, therefore, be developed and marketed as trusted platforms for online shoppers â by having brands prioritise shopper privacy and data protection.