Artisan, creator of the Mobile Experience Management (MEM) platform, recently released research results emphasizing o the importance of native mobile apps in retail marketing and mobile commerce. The results also highlight retailers’ mobile investment and growth intentions for 2013.
In a survey of 200 retail executives, respondents stated the number of native mobile apps they have to manage as:
- 16% have 2 to 4 native apps;
- 16% have 5 to 9 native apps;
- 22% have 10 to 15 native apps;
- 24% have 16 to 20 native apps; and
- 18% have more than 20 native apps.
Overall, the majority of respondents said they expect significant mobile commerce growth in 2013 and view mobile apps as a top channel for engaging with consumers. Survey highlights include:
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- 84% strongly agree or agree that they expect to see mobile commerce grow at a faster rate compared to online commerce;
- 71% strongly agree or agree that native mobile apps will become the single most important touch point for engaging with their consumers in the next 1 to 3 years; and
- 56% plan to invest more resources into developing and implementing mobile marketing/commerce strategies in 2013 vs. 2012.
Retailers are using native mobile apps for a number of purposes:
- 67% said they would like capabilities to personalize the user experience
- 60%: collect user analytics;
- 55%: implement A/B tests; and
- 53%: enable promotions.
