To app or not to app: that is the question on retailers’ minds. It costs money, takes time and no one will organically find it.
But for companies with the money, resources and dedicated client base, an app can be a great way to engage tech-savvy consumers on a popular platform and make your brand prominent.
If you decide to go down this route though, you’ve got to do it right. The user journey has to be immaculate and it absolutely cannot be clunky.
I’m going to look at a sample of retail companies who champion four key aspects of a good native app: high-spec product images, prioritised user experience, a solid call-to-action and an accessible layout.
1. High-spec product images
Boohoo have quality, mobile-optimised product images that really show off what the company has to offer. It has a mix of photos in different poses and types so you can see the products from a variety of angles and colours. For bonus points, Boohoo boasts a great ‘View Catwalk’ feature which lets the user see the products in three dimensions. Boohoo have definitely gone the extra mile here – well done!
2. Prioritised user experience
Reiss’s user journey is exceptionally smooth and stress-free. The pages load swiftly and it is just a few quick clicks from loading the app to making a transaction. The ‘clickability’ (I’m aware this is not a word) feature makes selecting information such as size and colour an easy process. For bonus points, Reiss make use of a progress bar so the user knows what to expect; bravo Reiss!
3. A solid call-to-action
Not to be dramatic, but the call-to-action needs to be the most visible part of the entire checkout process or your strategy is doomed to fail. TK Maxx get it right by making the CTA clear in a bright red colour that sets it apart from the black and white colour palette. It is unmissable and unambiguous in its message – great stuff TK Maxx!
4. Accessible layout
Yes you want an efficient checkout process, but the app still has to look the part. River Island do just this by using negative space to frame the images and text. The minimalist design is aesthetically pleasing and helps to make the CTA stand out. No zooming is necessary as the app is one-page functional which is both professional and helpful. River Island, you have set the bar!
And there we have it. Four examples of retail apps that are getting it right. And why? Because they have optimised their apps for mobile functionality and designed the consumer journey with user experience at the forefront.
The mobile apps that aren’t up to scratch will drive less conversions, the mobile apps that are efficient will drive more. It’s as simple as that.
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