The 4 Reasons Why Personalized App Experiences Will Make or Break Retail in 2020

The 4 Reasons Why Personalized App Experiences Will Make or Break Retail in 2020

In 2019 I found myself ordering pretty much everything online, including my groceries - why didn’t I do that earlier, I don’t think anyone enjoys carrying heavy grocery bags home so for me an app – Ocado works wonder, as they call it supermarket in your pocket. Even when I bought something at a store, it was after I had researched it online. And then there is data that states that 80% of shoppers used a mobile phone inside of a physical store to either look up product reviews, compare prices or find alternative store locations. 

Retail e-commerce sales are growing year on year across the globe and Mobile is expected to represent 49.25% of total e-commerce sales in 2020.

Retail eCommerce Sales Worldwide 2017 2023

All of this means that e-commerce via websites and mobile apps is the key to retail industry growth in 2020. Thus, it is very important that retailers provide an excellent web and app experience to all users, otherwise, they will abandon the cart and go to your competitor. I think these trends are here to stay and mobile is going to be an even bigger trend for consumers and retailers going forward. Let’s explore the key reasons why e-commerce shopping experiences will rule in 2020. 

1. The UX and UI for retailer apps is more important than ever before 

The sudden rise in app-based shopping preferences by consumers has raised the importance of the UX and UI for retailer mobile apps to be as efficient as possible. We all love to shop online and being able to look up product reviews, compare prices and find alternatives within seconds.  

I personally don’t remember the last time I did online shopping from my laptop. For example - I use my phone to shop from one of the favorite fashion retailers – ASOS, all the time. I’d describe the app design as minimalistic and it contains necessary elements that let me navigate easily and focus on products that I have my eye on. I also love doing my eBay research and shopping from my iPhone to keep track of the items I’m bidding for so that I’m always on top of my eBay activity.  

Based on my recent observations with retail apps, I have also had negative experiences. For example, I tried purchasing a few beauty products on an app selling professional haircare. Trying multiple times to complete my purchase the app crashed at the point when I had to pay, and I ended up not purchasing anything from this retailer and I haven’t used the app since.  

This just tells me that a flawless mobile app UX is no longer an option but a necessity and if your app can’t deliver the best experience for your customer, you are surely missing out on sales.  

2. Apps that provide easy functionality and personalized deals will win 

Any fun shopping experience isn’t complete without deals and promotions. Remember, we all love coupons, discount codes, vouchers and the feeling of getting more value for your money spent. Customers need to see it to redeem it! Most of the time when I check my email, I’m on the phone, so any deals or marketing email that tempts me to do online shopping are in front of my eyes when I’m using my phone. The apps are automatically launched, and the discounts / deals applied to my next purchase which makes the whole experience so easy.  

Now, lets look at some data about the most popular mobile shopping apps in the United States as of September 2019, by monthly users (in millions). I use a lot of these apps in the UK as well, must go to Amazon first and then if I don’t find it there, I look at other apps. They personalize everything for me, the recommendations are exactly what I’m looking for.   

Most Popular Mobile Shopping Apps US

3. 5G: Hyper Personalized shopping is the ultimate winner  

I just can’t wait to upgrade my phone to 5G. Yes, 5G will be up to 100 times faster than current cellular connections — faster, in fact, than many home broadband services. But it's not just about speed. Networks will also have more capacity and be more responsive than with previous generations of wireless. That means more people and things can work on the same network without bringing it to a crawl, and with less latency. You know what I’m talking about, when you can see lots of bars on the phone, but it’s still so slow. Imagine, you’re in the subway / tube, inside a mall, on a bus and you can have super-fast connectivity, watch product videos, interactive fully immersive demos, apps that take your info and personalize the entire experience in real-time, connect you on video chat with a personal shopper on-demand and so much more. That would change the entire shopping experience, make it better for the shopper and the retailer. According to a report from the National Federation of Retailers, one of the top demands of the modern shopper is an individualized shopping experience. To help create the personalization that people now crave, many retail companies are gathering and analyzing data in real-time as people are shopping.

However, retailers need a network with speed, reliability plus low latency and 5G is certainly the answer. And then there is 5G enabled Augmented Reality which is bound to revolutionize retail experiences. So exciting! 

4. Retail mobile apps need to push mobile moments, dynamic experiences and seamless switching 

 Well, I love data, what can I say. Here comes another report. Only seven retailers earned average app quality scores of 67 or greater with more than 4,000 user reviews, as per a report from research company Applause. Let’s look into it a bit deeper to understand what they all have in common?

Customers aren’t afraid to praise their favorite brands if only they provide the best experiences. These are the top retail apps that are optimized for shopper’s mobile moments.  

  1. Fanatics (92) [Android | iOS]  
  2. Domino’s Pizza (85) [Android | iOS]  
  3. Groupon (82) [Android | iOS]  
  4. HauteLook (69) [Android | iOS]  
  5. (68) [Android | iOS]  
  6. REI (68) [Android | iOS]  
  7. CVS Health (67) [Android | iOS]

They all showcase dynamic experiences such as one tap to see the best deals, seamless switching across devices, content and alerts pushed at the perfect moment.

Make sure that your retail website and app provide a flawless User Interface (UI) and User Experience (UX) to your customers. You might be a very forward-looking retailer, but is your software testing keeping up with your pace of App Innovation 

We at can automate your software testing (app and website) by utilizing machine learning to create tests, suggests test scenarios based on product changes and customer usage data. Software testing has never been so simple. Let us help you reach your desired revenue goals for 2020!