The most important reason for Australians to install and use retail and shopping apps is convenience. The vast majority – 88 per cent – of respondents to the latest App Commerce Goes Big in APAC report make a purchase via a retail and shopping app at least once a month.
The study, commissioned by commerce marketing firm Criteo and conducted by Retail Week Connect, uncovered the roadblocks stopping shoppers from revisiting apps, showing that 30 per cent of Australians will delete or stop using a retail app, mainly because it’s too complicated and not easy enough to use. Over 50 per cent of Australians who have had a negative retail and shopping app experience will also change their opinion of the retailer as a result.
However, it’s not all doom and gloom; the research revealed the effect of a good experience is stronger than that of a bad experience, underlining the value of investing in the retail experience and ensuring that shopping apps meet expectations from day one.
The study also showed that an impressive 61 per cent of Australians find it more enjoyable to shop using a retail and shopping app than buying via a mobile website.
Pressy Sankaran, Commercial Director of Criteo ANZ, said, “As retailers gear up for the busy seasonal period, it’s important to examine how their digital experience is engaging and influencing potential shoppers now.
“We know through our extensive data and insights into shopping behaviours, that a strong digital presence can be key to growing sales, but it’s not a process that can be rushed. The data suggests that many retailers rush apps to market to tick a box, but fail to develop a platform that meets shoppers’ needs in the process, ultimately creating a negative experience. Time to test must be invested.”
Sankaran added, “It’s comes as no surprise that shoppers turn to shopping apps for convenience; we have these devices on us 24 hours a day. A mobile first world means businesses must embrace and leverage the opportunities of this continuously evolving marketplace if they are to thrive.”
The other key findings from the research were:
Smartphone reigns supreme: 95.2 per cent of consumers use their smartphone to browse the internet. Retailers must employ both strong app and mobile web presences together with mobile targeting strategies to engage with shoppers wherever and whenever they browse and purchase in order to keep up with competitors.
Security concerns: The security of personal and financial data is still a prominent issue for many when using apps with 25 per cent of Australians citing this as their main concern. Surprisingly 22 per cent of Aussie shoppers said the lack of cash on delivery payment options had stopped them from following through on a purchase. The payment on delivery issue was a bigger problem for Australian shoppers to compared to all other APAC respondents.
Apps should be optimised for smartphones: While shopping habits through apps on smartphones and tablets are similar, tablet usage is significantly lower in APAC. More developed markets such as Australia are witnessing a stronger transition to shopping on smartphones, having originally conducted ecommerce through PCs and laptops. This suggests that retail apps must be developed with the needs of smartphone users first and foremost.
Electronics are the most popular category for shopping via apps: Australia has a well-established eCommerce market where shoppers are used to turning to the internet to find the best deals. As a result, many categories proved to be popular but electronics took out the top spot with 51 per cent of respondents shopping for them via retail apps. Fashion and luxury followed closely behind with 46 per cent.
