Don’t Let Your Mobile App Be A Dud! Follow These Five Steps to Success For Retail Personalization

Written by Ed Higdon on . Posted in Action

Beautiful girl using her mobile phone in cafe.

Developing a personalization strategy for your retail mobile experience isn’t complicated, nor is it magic. It is attainable for retailers of all sizes—if you’ve got the right plan in place. Consider these five essentials for creating a stellar, personalized mobile platform that will keep customers coming back for more.

Make Login Easy—And Welcome Customers When They Arrive

Customers want instant gratification. Don’t frustrate user engagement by requiring your user log-in with a user name and password every single time they open the app. Allow them to stay logged in, or use a one-touch verification process to keep things simple.

Personalize the log-in experience with a welcoming home screen that uses the shopper’s name, and allows him or her to see their most used features at a glance. You might even allow customers to personalize their welcome page with a photograph of their choosing. Remember always to keep the search feature accessible from every screen, and be sure to display it prominently at the welcome stage.

Use Push Notifications (The Right Way)

Personalized push notifications are essential for keeping mobile engagement high. Constant nonfictions can be frustrating for users and may lead to communication fatigue. However, if you set notifications to arrive strategically—such as when the customer enters the brick-and-mortar store, or when their most-purchased items or product categories go on sale—you’ll provide a personal and meaningful experience.

Personal App Experiences For Unique Users

Mobile applications fail when they are designed to be everything to every shopper. When retailers focus on achieving high download numbers over meaningful interactions, the purpose of the app gets lost and users won’t engage.

Remember, smartphones and tablets are highly personal devices. Pick up anyone’s smartphone and the layout of the screens, the text size, and the quick-access apps will all be different. Think of it this way: you segment your emails and direct mail communications, so it stands to reason you should also segment your mobile interactions. Personalizing the app experience for different types of users will increase engagement and enhance loyalty.

Don’t Forget The Loyalty Program!

No mobile app experience is complete without access to the store’s loyalty program. Customers will want to log in to see how close they are to earning a reward, if any items in the store offer extra points at the time of their visit, and they may also want to access their coupons and deals via their mobile device.

More importantly, they want to ensure that their purchases count towards their rewards, even if they don’t have their plastic card with them. Provide a mobile experience that allows them to eliminate those cards and still collect points.

Give Customers The Power To Purchase Instantly

Have you ever been in a grocery store and noticed that the lines in the self-checkout lanes are often longer than the lanes with associates ringing purchases? Consumers love to feel in control of their buying experience. So why not take it one step further and give them even more control? Some stores, such as Apple’s retail locations, allow customers to check themselves out using their mobile device.

If this type of self-service seems like a little too much for your company’s comfort level, you can vary the experience. For instance, allow shoppers to purchase online, in their app, and then pick up their purchase within an hour. If the customer has other errands to run, they may welcome the idea that in one hour, their purchase will be ready go.

While the rise of mobile devices has arguably decreased face-to-face interaction, it has had somewhat of a reverse effect in retail. Customers now demand a personalized experience that shows retailers pay attention to their needs and preferences. A personal mobile experience keeps retailers close to shoppers at all times, and when it’s executed well, mobile retail personalization can boost both online and offline sales.