{"id":239,"date":"2017-04-13T23:09:08","date_gmt":"2017-04-13T23:09:08","guid":{"rendered":"http:\/\/jeremycallahan.com\/blog\/?p=239"},"modified":"2021-01-26T00:30:19","modified_gmt":"2021-01-26T00:30:19","slug":"app-marketers-clueless-consumers-want-apps","status":"publish","type":"post","link":"http:\/\/jeremycallahan.com\/blog\/app-marketers-clueless-consumers-want-apps\/","title":{"rendered":"App Marketers Are Clueless of What Consumers Want From Apps"},"content":{"rendered":"

\"Jeremy<\/p>\n

While reading the \u201cFit for Commerce 2016\u201d report one thing really stood out\u2026 Marketers, Product Managers, etc. have no clue of what consumers want from a shopping App. If you have read any of my previous posts then you know how strongly I feel about retailers just re-creating their desktop sites and calling them Apps. New Flash! You aren\u2019t even close to delivering what you customers expect.<\/p>\n

I\u2019d like you to ask yourself right now \u201cWhat are your top 3 strategic mobile priorities\u201d?<\/p>\n

In the report here were the top answers:<\/p>\n

\n
    \n
  1. Enable consumers to access content from any device \u2013 82%<\/li>\n
  2. Brand awareness\/loyalty \u2013 74%<\/li>\n
  3. Bridge the gap between online and offline \u2013 62%<\/li>\n
  4. Drive traffic to stores \u2013 30%<\/li>\n
  5. Encourage consumers to use mobile devices in-store \u2013 18%<\/li>\n
  6. Tools for in-store associates \u2013 18%<\/li>\n<\/ol>\n<\/blockquote>\n

    For your sake I hope your answers are different than all the people who took this survey because they are absolutely clueless about what consumers actually want from a mobile App.<\/p>\n

    Here is what consumers answered as their top priorities:<\/p>\n

    \n
      \n
    1. Place mobile orders for out-of-stock items while in the store<\/li>\n
    2. Lookup information<\/li>\n
    3. Compare price<\/li>\n
    4. Check reviews<\/li>\n
    5. Get advice from friends<\/li>\n<\/ol>\n<\/blockquote>\n

      The divide is glaring right? Specifically only 18% of marketers have a priority on encouraging customers to shop in-store. What are they worried about? That I will find a better price? This is obviously the case but it is so near sided given that the majority of the shoppers in the store right now want to order items that are out of stock.<\/p>\n

      The other item with an 18% mark is an App for store associates. Imagine I\u2019m in the store and an item is out of stock or I cannot find the color or size I want. A common problem for any shopper! If I do not have a smart phone the associate (with a hand held device) could immediately look up if that item is available and have it shipped to my home.<\/p>\n

      So my advice to you is to completely forget about the first four items on this list and to focus on what your customer\u2019s value.   I believe one of the problems with Mobile Commerce is that companies are focused on advertising click thru and conversion rates. The better approach is to view your App as an advertisement.<\/p>\n

      What I mean by saying this is that your App should add value to your customers. Every retail App out there has a path to purchase but very few actually offer users a unique experience that does something other than mimic your website.<\/p>\n

      If you are in this boat I want you to pick up your phone right now and text or call me. In addition to strong opinions on m-commerce I have hundreds of ideas that can take your App to a whole new level and help you lead the field!<\/p>\n

      Contact Me!<\/p>\n

      \"Jeremy<\/p>\n

      jeremy@jeremycallahan.com<\/p>\n

      Twitter: @jeremycallahan<\/p>\n

      Jeremy Callahan is the #<\/s>AppMan<\/b><\/a>, Expert Mobile App Developer, App Marketer, Front End Engineer, Motivator who gets shit done and Inspires others!<\/p>\n

       <\/p>\n","protected":false},"excerpt":{"rendered":"

      While reading the \u201cFit for Commerce 2016\u201d report one thing really stood out\u2026 Marketers, Product Managers, etc. have no clue of what consumers want from a shopping App. If you have read any of my previous posts then you know how strongly I feel about retailers just re-creating their desktop sites and calling them Apps.… <\/p>\n","protected":false},"author":2,"featured_media":240,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[4],"tags":[],"class_list":["post-239","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-app-marketing"],"yoast_head":"\nApp 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Since then he has worked on globally recognized brands, startups, gaming sites, small businesses and everything in-between. His most notable career accomplishments include founding and programming a lead management company. He designed and programmed a CRM platform that processed over 250,000 incoming and outgoing leads per month. In 2011 he programmed his first mobile App (Ball Park Waiter) and has been programming Apps ever since. He now leads mobile development teams to build Apps for American Express, Universal Orlando and many other clients. In 2014 he came up with an idea while using Tinder. He imagined that the Swiping interface would be perfect for mobile commerce. In December of 2014 he programmed and launched Shoe Swipe to test his assumptions about Swiping. Shoe Swipe was a huge success. He programmed Shoe Swipe to be a white-labeled App so that existing e-commerce websites could easily add their products and have an App for iOS and Android phones. 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