New research by Plastic Mobile, in partnership with Luxury Institute, has shown that mobile apps can make consumers more loyal to a brand – specifically, 71% of people who have downloaded a sponsored app for their tablet or smartphone said that the app made them feel “better connected” to that app’s brand sponsor.
In addition, the study also showed that 64% of the app-using population took a more favorable view of brands that have mobile apps, regardless of whether or not that brand sold its merchandise through e-commerce sites, mobile commerce sites, or exclusively offline, in brick-and-mortar stores.
The majority of the app users indicated that their purpose for using the apps they downloaded was to find information – features and specifications, prices, and specials deals – on the products and services available for that specific brand. Nearly half of the users indicated that they expected their downloaded app to give product previews and present loyalty programs.
Interestingly, the studies also found that the app users considered their apps to be more of an enhancement, not a replacement, for the live retail experience. In fact, 45% of the respondents said they liked having salespeople assist them with their purchase.
In other words, the main purpose of these apps, apparently (as far as the buyers were concerned), was not to push or close online sales but to highlight the personal service that a brand is willing to provide to its customers, whether in an online boutique or a physical store. This display of commitment towards quality customer service naturally results in buyers more willing to stand by their chosen brand.
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