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Are Mobile Apps Changing Consumer Behaviors?

 By Samantha Polak, Editorial Intern 

I have been asked several times why I stop at Starbucks on my way to work when I can just stop at a local coffee shop and save money. My answer: the Starbucks app. This handy-dandy app allows me to pay for my purchase by scanning it at the register, which has saved me a time or two when I had forgotten my wallet. Customer rewards also go straight to my phone, eliminating the hassle of printing out coupons that always seem to get left at home anyway.

With useful retail apps like this, it’s clear why two thirds of the 140 million U.S. adults with smartphones are more likely to shop at a store with an app, as noted in a report by Apigee Institute. Mobile shopping is undeniably on the rise and affecting consumer behaviors, with more than eight out of 10 smartphone users saying their phone or tablet has changed the way they shop. 

Retail apps benefit both consumers and merchants by providing convenience and rewards, and in turn, encouraging long-term customer loyalty. On average, app owners rate stores 23 points higher on a favorability scale than other stores. The stores’ apps promote an overall greater customer experience and overall improve brand perception.  

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So what is it about apps that has customers coming back for more? Here are a few of my favorite apps and why I think they win customers over:

Starbucks: As I mentioned before, the Starbucks app is one of my go-to’s. Why? The touch-to-pay feature. Not only does the app allow you to load money onto your phone, but you also can load multiple gift cards, too. Each card is stored in the app displaying the current balance.

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Walgreens: For retailers like Walgreens that have a little bit of everything, it can be easy to confuse consumers by packing too much in an app. However, Walgreens has a layout that is simple for users to navigate. The retailer also goes a step further in customer care by not only allowing you to refill your medication; it also tracks medications and sends a reminder when you may need a refill.

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H&M: One of the most important aspects of a successful mobile app is ease of use, and the H&M app definitely provides this. Customers can easily browse the entire store’s collection, add it to their cart, and locate nearby stores. A fun feature that the retailer employs is an inspiration tab where users can browse photos and videos of different outfits so they can find a look they like and eventually make a purchase!

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