Mobile apps have become crucial for retailers looking to adapt to changing consumer demands.

A recent consumer survey of 1,516 Americans across three age groups sheds light on their shopping habits and their perception of retailer applications. The results indicate high adoption of mobile technology in-store and reveal what exactly consumers expect from a good app.

Multichannel is the way to go

When asked to choose between online and in-store shopping, respondents were exactly evenly split. However, 75.3% of respondents prefer to shop in physical stores that also offer an app, website or other digital service. This highlights the importance of a multichannel approach, which allows consumers to enjoy both the convenience of online shopping and the sensory experience of in-store visits.

Retailer apps serve as an important bridge between these two worlds. Retail brands offering a mobile app can boost customer retention and satisfaction. Given that 85.2% of respondents already use their smartphones in-store to search for product information, compare prices, or find recipes, it’s clear that mobile technology has become well integrated into the shopping experience.

Nearly eight-in-10 (78.7%) respondents reported having used a retailer’s mobile app. Usage is even higher among Gen Z and millennials at 84.0% and 88.6%, respectively. These high adoption rates show that investing in a well-designed app is a smart move for retailers looking to enhance the overall shopping experience.

Key features of the ideal retailer app

Respondents’ top frustrations with in-store shopping were out-of-stock products (43.9%) and long checkout lines (29.7%). These concerns are reflected in their preferences for must-have retail app features. For instance, 52.7% of respondents want to see real-time product availability. Consumers also value exclusive offers (52.3%), coupon scanning (52.2%), and loyalty programs (50.0%).

Notably, 84.9% of respondents stated that these features would increase their loyalty to a retailer. Two thirds even indicated they would be willing to spend more. By providing features that help them save both time and money, retailers can increase engagement and build stronger, long-term relationships with their customers.

Consumers expect a Scan & Go feature

Self-checkout via smartphone (Scan & Go) is another increasingly popular feature, with nearly 75% of respondents either having used it or wanting to try it. Scan & Go not only helps customers avoid long queues, it also strongly promotes using the retailer’s mobile app in general. Among those who have already used the feature, Millennials represent the largest group at 56.7%, followed by Gen Z at 41.7%. Together, baby boomers and Gen X account for 27.1%. These findings show that simple self-checkout is no longer just a nice-to-have for retailer apps – it is becoming the expected standard.

Concerns: App overload and data privacy

While customers appreciate the benefits of retailer apps, 35.2% of respondents voiced concerns about cluttering their phones with too many apps. One solution is to adopt web applications, which do not take up storage space on the device. This approach also simplifies the integration of multichannel features, such as letting customers order large items in-store for home delivery. Data privacy is another key concern, listed by about a third of respondents. To build trust among app users, retailers must clearly communicate their data handling practices and demonstrate compliance with data security regulations.

Conclusion

The majority of American shoppers prefer a multichannel approach. They broadly view retailer apps as adding value to their in-store shopping experience. Key features of such an app should include Scan & Go, real-time product availability, exclusive offers, and loyalty programs. With these features, consumers save time by skipping queues and benefit from exclusive offers and loyalty programs.