An already known but unspoken fact was recently confirmed by a data release from google, that the future of retail belongs to mobile commerce. More than 64 percent of mobile shoppers consult over their mobile phones for shopping suggestions before venturing out to stores to make actual purchase. also 1 in 4 video viewers visited YouTube on their smartphones for aid in their shopping decisions. A consumer may not always have desktop in their vicinity for quick access but a smartphone solves that issue being the one device that stays connected 24×7 and is always and along with being in reach. It perfectly bridges the physical experience of retail stores with the online experience and is the ideal medium for a brand to communicate directly with its consumer base. Fashion industry is one sector that identified this potential early on.
Fashion apps tapped into the power of mobile early on and although the industry is still in its infancy three broad groups of fashion apps have emerged:
Faster Decisions. More Purchases.
So why a mobile app one may ask? The answer is really simple, for convenience. Irrespective of the type of market you are focusing on as a fashion brand, your consumer will always go with the more convenient option. They have developed a liking for the ‘tap and swipe’ type of shopping.That’s what mobile app do very well a well optimized fashion ecommerce app will simplify the process of making a purchase and also enhance the consumer experience. And that is not even including the other bundled benefits like cross-selling products and upselling products within seconds. AI features like predictive algorithms can suggest better products based on consumers previous shopping data and even predict their future purchases.
The App Advantage
According to study by Digital Commerce 360 cited by New Store concludes that there is thrice more likelihood for consumers to buy from a mobile app than a mobile website. If one follows logic here, it states that if one takes the time to install a retailer’s app it is very likely that they are regular consumers. Fashion store owners need to take note of that.
Personalized push notifications are most effective as opposed to excessive directionless notifications. But the problem arise in the fact that only 3 percent of fashion brands have made us of it. In concise terms online clienteling is a must.
E commerce fashion apps also benefitted by integrated chatbots, another AI feature. But only about 24 percent have till now made effective use of them.
Improves customer engagement
Consumer engagement is enhanced with a mobile app. A customer installs an mobile app to have access to instant connection to a brand and business and have his needs catered.
The mobile app increases the accessibility and connects your customers with their favorite products or services.
Sales and revenue of your fashion store are boosted as a result of this. Push notifications further promote your brand using their predictive algorithm as explained previously. Apps even have the feature of running loyalty programs in the form of special discount and boost your consumer retention.
Testimony to the fact that mobile helps establish brand value is the growth of the famous clothing store Zara. From 2013, when they first launched their mobile app, their sales have increased well over 60% today. You have to keep in mind that as a retailer doing business in mobile commerce your brand can be greatly helped by an app development firm for obtaining consumer loyalty, and customer traction. An awesome app is key to consumer retention.
But are they making it count
Another study by NewStore, a mobile platform for retail, has elaborated on all the ways using which fashion brand could utilize mobile capabilities to their direct benefit. Unfortunately, that is not the case. One would find it hard to believe that in a hotly competed retail landscape, business owners aren’t putting their everything into making their business flourish by making the consumer experience rich. The reason can be anything ranging from reluctance or lack of resources to dedicate to the technology. A study of 140 lifestyle, apparel and luxury brands got these stores a collective C+ based on their ‘consumer journey’.
Yes, this instance fashion industry was relatively quick to adopt the new technology but the fashion industry has been infamous for their slow adaptation of new technology. Most of the fashion brands today have an e-commerce component and many of them are under the impression that it is alone sufficient to be successful in this age. In reality, much more effort is required of these brands to engage their consumer base and facilitate their shopping and increase the adoption of the digital technology which is clearly the future of retail.