Amongst US on-line adults, 37% usually use retailer cellular apps to make a purchase order. Retailers’ cellular apps assist buyers who need to analysis a possible buy, discover promotions and coupons, and purchase services or products. Forrester’s newly printed report, The Forrester Digital Expertise Evaluation™: US Retail Cell Apps, Q1 2025, evaluates how effectively retailers are assembly prospects’ wants and expectations with their cellular app capabilities.
In late 2024, Forrester evaluated 10 main US retail cellular apps to gauge their utility and effectiveness, in addition to greatest practices that retail digital leaders ought to be taught from. This evaluate uncovers the leaders in US retail cellular apps, highlights key findings inside the cellular app expertise, and explores best-in-class options. Listed here are three essential takeaways from the highest Digital Expertise Evaluation performers:
Excessive scorers add progressive options the place it is smart. High scorer Lowe’s gives its cellular app customers a holistic purchasing expertise and has added performance to reinforce its search providing. The model’s “Model Studio” providing permits prospects to take an image of their house and scroll by means of totally different design choices to search out new merchandise that match inside it. Buyers can then view the merchandise they’re thinking about inside the Model Studio web page.
Utility options transcend administration and provide added worth. Kroger shines within the utility class: Buyers can handle their accounts on the cellular app and observe prior purchases. Kroger buyers are additionally ready to make use of the saved information from previous purchases with “OptUP,” which supplies holistic well being scores to their purchases. App customers additionally get product suggestions to enhance the well being rating of their cart.
Buyers take pleasure in straightforward searching no matter how they select to meet their buy. Sephora makes it straightforward for cellular app buyers to browse product consequence pages and see if the merchandise is obtainable for “purchase on-line, choose up in retailer” or same-day supply. Filter choices enable customers to solely see objects that they will choose up within the retailer or that qualify for same-day or next-day supply. Buyers could add all objects to their cart, no matter which success choice the shopper chooses, and should purchase merchandise in a single transaction, whatever the supply sort that they’ve chosen for every merchandise within the cart. Sephora allows Apple Pay and PayPal as choices for one-click checkout.
When you’re a Forrester consumer, you may discover these findings intimately by downloading the total report. And if you happen to’d like to debate this subject additional or perceive how your cellular app measures up, please schedule an inquiry or steering session with me.
