The performance of retail websites and mobile applications is strongly linked to customer satisfaction, loyalty and spend, according to a new study by AppDynamics.
Mobile apps play an increasingly important role in consumers’ lives with 70 per cent of consumers surveyed making more than a quarter of purchases online, according to the study.
In fact, 20 per cent of those surveyed admitted to making purchases on their phone whilst at work in front of their computer.
AppDynamics’ An App Is Not Enough report indicates that expectations of retail apps are evolving fast as demanding, digitally native customers dictate how, when and where they purchase from their chosen brands.
Over two-thirds of consumers state that the performance of a mobile app impacts their perception of a retailer. The report also finds that 67% of consumers would be put off shopping with a retailer if they had a negative experience with its app. This puts the onus on brands to deliver flawless application performance if they want to protect mobile revenue streams.
“As the lines between work and personal, digital and physical, continue to blur, retailers must ensure their apps function at all times across multiple platforms in order to retain and nurture always-on consumers,” comments Jyoti Bansal, founder and CEO of AppDynamics.
“Technology has transformed the retail landscape significantly over the past decade, and now more than ever, software plays a key role in defining business success – with revenue and reputation often hinging upon customer interactions with apps.
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