Rivalry2

Mobile Retail Apps: Designing a Better Experience
2026-02-28 19:01 Diff
https://www.dynamicyield.com/article/mobile-retail-apps-designing-a-better-experience/
Read the full transcript

Mobile apps are critical for eCommerce.
In North American mobile apps are relatively slow to adapt when it comes to eCommerce unless you’re an Amazon, but if we look at our customers around the world, especially in Asia and in South America, not only does 60% of the traffic is mobile, 60% of the traffic comes from mobile apps, and 60% or even more sometimes of the revenue comes from mobile apps.
The two major advantages of having a mobile app play is the ability to know the location of the user, whether in the background or when they use the app, and the ability to do push notifications, but realistically we have seen a lot of retailers abuse the push notification methodology and just pushing you like a 20% discount every week.
At one point you’re gonna get notification fatigue and you’re just gonna remove your notifications and then they lost an important channel to have a conversation with you, so I would actually encourage our customers to send less notifications of higher value to get the right notification at the right time to generate value, and this is where tying it all together, tying CRM with web with email and then in the app, this is how we create the most values for our customers when they have an app strategy.
Mobile apps are critical for eCommerce.
In Asia and South America, not only does 60% of traffic come from mobile but mobile apps, specifically. This is also largely where revenue can be tied back to in these regions.
And even though mobile apps have been widely adopted in North America, unless you’re Amazon, others have been relatively slow to move into mobile commerce. In fact, 9/10 shoppers feel as though mobile shopping experiences can be improved.
Be it that the average smartphone owner only uses 9 apps per day, and those typically consist of social networks, Google and utilitarian apps such as maps and messaging apps, it’s a dog eat dog world out there in the land of mobile app acquisition and usage.
But if this past BFCM is any indicator of the increasing dominance, performance, and preference of in-app experiences, online retailers need to invest serious energy in the mobile app arena if they don’t want to be left behind…
According to Criteo, mobile accounted for 40.6% of all sales over the course of what is now being called “Black Thanksgiving,” the time between Black Friday and Cyber Monday. Experts in mobile, Button, released platform data showing time spent in apps increased by 167% on BF, peaking with a 194% uptick on CM — on which day average order value was 14% higher in-app than mobile web.
With a surge of app installs and rising in-app purchase conversion rates, consumers have made clear their preferences for mobile shopping.
Common Exploitations of an Intimate Opportunity

A few major advantages of the mobile app is one, the ability to know the location of the user and two, the ability to enable push notifications. Though, realistically, many retailers abuse the push notification methodology, simply using it to push weekly discounts.
But brands beware, because much like banner blindness and email fatigue, at some point, consumers will get fed up and turn off your notifications, closing an important channel for conversation. Worse, you might end up contributing to the 71% of app users who opt to uninstall in the face of non-personalized and irrelevant messages.
Don’t become a statistic.
App Strategies that Deliver Value

Push notifications at lesser intervals and of higher value is the name of the game in terms of generating real value. It’s the age-old phrase right message at the right time made possible by joining together and connecting CRM with web and email in order to personalize the in-app experience in a way that provides actual utility to consumers.
A business should customize its messages around key events, leveraging all available customer data to communicate things such as important reminders, products left in an abandoned cart, recommended content, and targeted promotions.
“Personalizing mobile app experiences is the cornerstone of delighting your most valuable users,” said Omri Mendelevich, CTO of Dynamic Yield.
For more on retail brands can use push notifications to their advantage, read this in-depth post.
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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-26467" class="et_pb_post post-26467 article type-article status-publish has-post-thumbnail hentry article-category-testing-optimization article-industry-ecommerce article-tags-mobile-app-personalization article-function-conversion-optimization article-function-leadership article-function-marketing article-type-industry-research article-type-thought-leadership"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/testing-optimization/ ">A/B Testing &amp; Optimization</a></div><h1 class="article-title">Mobile Retail Apps: Designing a Better Experience</h1><h2 class="article-excerpt">Consumers have made clear their preferences for mobile shopping and brands need to invest serious energy into the strategies driving their retail apps.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/shana-126.jpg"  alt="Shana Pilewski" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/shana/" title="Posts by Shana Pilewski" rel="author">Shana Pilewski</a></div><div class="article-author-title-text"> Senior Director of Marketing, Dynamic Yield</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><div class="wistia_responsive_padding" style="margin-top: 10px; padding: 56.25% 0 28px 0; position: relative;"><div class="wistia_responsive_wrapper" style="height: 100%; left: 0; position: absolute; top: 0; width: 100%;"><iframe class="wistia_embed" src="//fast.wistia.net/embed/iframe/33k1hqkkvw?videoFoam=true" name="wistia_embed" width="100%" height="100%" frameborder="0" scrolling="no" allowfullscreen="allowfullscreen"></iframe></div></div><p><amp-wistia-player data-media-hashed-id="33k1hqkkvw" width="320"  height="180" ></amp-wistia-player><script src="https://fast.wistia.net/assets/external/E-v1.js" async></script></p><div class="video-transcript"><div class='et-learn-more clearfix'><h3 class='heading-more'>Read the full transcript<span class='et_learnmore_arrow'><span></span></span></h3><div class='learn-more-content'>Mobile apps are critical for eCommerce.</p><p>In North American mobile apps are relatively slow to adapt when it comes to eCommerce unless you&#8217;re an Amazon, but if we look at our customers around the world, especially in Asia and in South America, not only does 60% of the traffic is mobile, 60% of the traffic comes from mobile apps, and 60% or even more sometimes of the revenue comes from mobile apps.</p><p>The two major advantages of having a mobile app play is the ability to know the location of the user, whether in the background or when they use the app, and the ability to do push notifications, but realistically we have seen a lot of retailers abuse the push notification methodology and just pushing you like a 20% discount every week.</p><p>At one point you&#8217;re gonna get notification fatigue and you&#8217;re just gonna remove your notifications and then they lost an important channel to have a conversation with you, so I would actually encourage our customers to send less notifications of higher value to get the right notification at the right time to generate value, and this is where tying it all together, tying CRM with web with email and then in the app, this is how we create the most values for our customers when they have an app strategy.</div></div></p></div><p>Mobile apps are critical for eCommerce.&nbsp;</p><p>In Asia and South America, not only does 60% of traffic come from mobile but mobile apps, specifically. This is also largely where revenue can be tied back to in these regions.</p><p>And even though mobile apps have been widely adopted in North America, unless you&rsquo;re Amazon, others have been relatively slow to move into mobile commerce. In fact, <a href="https://www.dynamicyield.com/blog/50-most-important-dynamicyield-personalization-stats/">9/10 shoppers</a> feel as though mobile shopping experiences can be improved.</p><p>Be it that the average smartphone owner only uses <a href="https://techcrunch.com/2017/05/04/report-smartphone-owners-are-using-9-apps-per-day-30-per-month/">9 apps per day</a>, and those typically consist of social networks, Google and utilitarian apps such as maps and messaging apps, it&rsquo;s a dog eat dog world out there in the land of mobile app acquisition and usage.</p><p>But if this past BFCM is any indicator of the increasing dominance, performance, and preference of in-app experiences, online retailers need to invest serious energy in the mobile app arena if they don&rsquo;t want to be left behind&hellip;&nbsp;</p><p><a href="https://www.prnewswire.com/news-releases/criteo-data-reveals-omnishopping-habits-drive-black-friday-and-cyber-monday-sales-300563871.html" target="_blank">According to Criteo</a>, mobile accounted for 40.6% of all sales over the course of what is now being called &ldquo;Black Thanksgiving,&rdquo; the time between Black Friday and Cyber Monday. Experts in mobile, Button, <a href="https://blog.usebutton.com/the-age-of-apps-cyber-monday-black-friday-in-2017-54fbc1f077a9" target="_blank">released platform data</a> showing time spent in apps increased by 167% on BF, peaking with a 194% uptick on CM &#8212; on which day average order value was 14% higher in-app than mobile web.</p><p>With a surge of app installs and rising in-app purchase conversion rates, consumers have made clear their preferences for mobile shopping.</p><h3>Common Exploitations of an Intimate Opportunity</h3><p>A few major advantages of the mobile app is one, the ability to know the location of the user and two, the ability to enable push notifications. Though, realistically, many retailers abuse the push notification methodology, simply using it to push weekly discounts.</p><p>But brands beware, because much like banner blindness and email fatigue, at some point, consumers will get fed up and turn off your notifications, closing an important channel for conversation. Worse, you might end up contributing to the <a href="https://appsamurai.com/10-reasons-for-why-people-uninstall-your-mobile-app/">71% of app users who opt to uninstall</a> in the face of non-personalized and irrelevant messages.</p><p>Don&rsquo;t become a statistic.</p><h3>App Strategies that Deliver Value</h3><p>Push notifications at lesser intervals and of higher value is the name of the game in terms of generating real value. It&rsquo;s the age-old phrase <em>right message at the right time</em> made possible by joining together and connecting CRM with web and email in order to personalize the in-app experience in a way that provides actual utility to consumers.</p><p>A business should customize its messages around key events, leveraging all available customer data to communicate things such as important reminders, products left in an abandoned cart, recommended content, and targeted promotions.</p><p>&ldquo;Personalizing mobile app experiences is the cornerstone of delighting your most valuable users,&rdquo; said Omri Mendelevich, CTO of Dynamic Yield.</p><p><em>For more on retail brands can use push notifications to their advantage, <a href="https://www.dynamicyield.com/blog/push-notifications-for-retail/">read this in-depth post</a>.</em></p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/mobile-app-personalization/">Mobile App Personalization</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP&sup2; newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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