Most retailers are gearing up for holiday sales and that means many will be seeking to drive mobile app downloads. Most of them will fail.
Among the top 25 US apps, there are four retailers present: Amazon, eBay, Groupon and WalMart. By far, Amazon dominates time spent among retail apps according to comScore:
Roughly half of smartphone owners (49 percent) now don’t download any apps in a given month, while the the average user downloads two according to the same comScore report .
What this effectively means is that, absent some really compelling features and functionality, most retailers have dimming hopes of driving widespread adoption of their apps. Frequent shoppers and loyalists may have specific retailer apps on their phones but the majority of shoppers will not.
A Shoe Carnival-SIM Partners case study shows how a mobile wallet strategy can complement efforts to drive app downloads and even stand as a complete substitute for an app download.
Shoe Carnival has more than 400 retail locations in the US. Earlier this year, the company worked with SIM Partners to manage the company’s local listings and presence across platforms.
SIM Partners created store location pages that were optimized for search and mobile users for each Shoe Carnival location. Among other things these pages featured a discount coupon that could be downloaded into users’ mobile wallets and redeemed in store. One in five mobile users who clicked on the offer saved it to the mobile wallet.