For this August article, mobile applications are on the rise and we have chosen to go back to the basics. Definition and decoding of this digital tool for stores. We will not fail to mention the retailers specialized in furniture, of course!
Mobile application definition
Let’s go back to the basics. A mobile application is a free or paid program that can be downloaded and executed from the operating system of a smartphone or tablet. The application often provides more comfortable and convenient access to sites or services that are generally accessible also on the mobile version of a web page.
To go back a little bit, a large part of the mobile applications was created at the very beginning for smartphones developed by Apple. Android followed with a peak of development in 2010-2011. The applications can have commercial, marketing and/or advertising functions (source : Définitions marketing ) and are recommended for any business sector, whether they are in BtoC or BtoB.
Why an app?
Why can today’s mobile application be a must for retailers?
This is not a scoop, smartphone or mobile users are more and more numerous and for multiple uses. The use of smartphone has taken precedence over the use of classic web. Today it is possible to buy from an application for example or to pay directly with your smartphone.
Mobile is rooted in people’s daily lives and brands to reach them have had no choice but to develop on this channel. The smartphone and the birth of mobile applications have seen the development of a new way of consuming. In 2017, “83% of the Retailers’ TOP 30 [had] already developed their application and 30% of users [had] already purchased via this mobile application” (source : comonmarket.com). It is safe to assume that these figures have increased further in recent months.
Having an app’ is a digital way to assert your identity. It must be thought of as a tool that gives the user the possibility to surf between the different channels (omnichannel logic). It is another gateway into the brand’s universe and the extension of the customer’s experience when leaving the physical store (possible rating, wishlist with favorite products, sending personalized messages based on the latest purchases made, chat, visualization in augmented reality …).
The stores that have taken the plunge have certainly not done so lightly. They have defined clear objectives beforehand and know why they have chosen to develop an application. They have studied their customers’ typical purchasing paths, their behaviours and their consumption habits. Their application is now an integral part of their consumers’ experience. We can cite some examples such as Castorama, Zara, Nike, Optical Center. IKEA too and its Ikea Place application is a great success: the brand has made a large part of its products available in augmented reality. It is counting on this technology to increase its online sales from $1.6 billion in 2016 to $5.9 billion in 2020 (source : CGTrader – Retailer’s survival guide).
The application of trendy stores therefore responds to a studied and identified need of the brand’s consumers. It can also base its success on innovation. His leitmotif? Hold the attention, make a lasting impression. The digital tool reflects the brand’s expertise, its know-how and the enhancement of its products.
And since we are talking about innovation, it is precisely INNERSENSE’s value proposition. An innovative application offered to furniture retailers and manufacturers that marks the customer, helps them to project themselves while allowing the store to use it as a sales tool. INNERSENSE offers consumer applications such as Maisons du Monde 3D at home, Château d’Ax, Roche Bobois or applications for professionals stores such as Monsieur Meuble or Stressless for example.
Perhaps you don’t need much to keep your store literally within reach. See you in September ! 🙂