In the growing world of mobile commerce, 42 percent of mobile sales this year—generated by the leading 500 merchants in mobile commerce—will come from mobile apps.
According to the 2015 Internet Retailer Mobile 500 study, conducted with partner Mobidia, the retailers with the most used apps include Neiman Marcus, 64.3 percent; Kohl's (NYSE:KSS), 63.6 percent; Victoria's Secret, 61.7 percent; H&M, 56.6 percent; and Groupon (NASDAQ:GRPN), 47.8 percent.
Chris Hill, VP of marketing at Mobidia, pointed out that Kohl's does a great job of including features and offers in its app that keep shoppers returning for more.
"Kohl's highlights discounts, coupons and deals of the day; retailers with apps need to be doing these kinds of things to give people a reason to come back to the app," Hill told Internet Retailer. "A recognized chain name can help boost engagement, but only if the app is designed well and gives shoppers a reason to return. An app is an opportunity for a brand to leverage its most loyal customers."
Kohl's recently announced in its second-quarter earnings report that it would push its e-commerce initiatives, which include improving upon the mobile app. This comes as no surprise considering a recent study showed that 38 percent of all e-commerce visits originate on mobile.
Groupon has also reported continued success with its app. The company recently expanded its reach by purchasing the grocery coupon app SnapSaves.
One of the brands applauded for optimal engagement was Belk. As many as 32.4 percent of consumers reported using the Belk shopping app at least once a week. Belk's apps are available for the iPhone, iPad, Android smartphones and Android tablets.
"Mobile apps are becoming much more important as digital commerce evolves," Ivy Chin, senior VP of e-commerce and omnichannel digital at Belk told Internet Retailer. "Our shopper often uses her mobile device to complement her in-store experience, so we developed the Belk app to support that, with easy bar code scanning, coupon integration with Apple's Passbook wallet, a Belk store-finder, integration of e-mail and social sharing."
The study examined the app engagement levels of the 262 retailers in the Mobile 500 that offer apps by sourcing Mobidia's 2 million worldwide users.
*This story originally appeared in FierceMobileRetail's sister publication, FierceRetail.
-See this Internet Retailer article
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