Positive mobile experiences ‘boost customer loyalty’

45 per cent of UK consumers would recommend a retailer if it had a world-class mobile experience, according to new research.

41 per cent said they would be more loyal to the brand, while 28 per cent said they would spend more money.

A survey of 1,000 consumers by Apadmi, also found that 46 per cent of Brits would leave a positive review for a brand with a world-class mobile experience.

Mobile app shopping is in high demand for younger consumers, with 98 per cent of those aged 16-34 having shopped with a retailer via a mobile app, compared to just 58 per cent of respondents aged 55+, according to the research.

The most common future developments consumers are excited to see are cited as virtual reality (36 per cent), mobile-assisted in store shopping (35 per cent) and social commerce (26 per cent).

“Customer behaviour continually changes, and the pandemic accelerated a shift towards hyper-convenient services with minimal effort,” said Adam Warburton, head of digital products, Co-op. “This was obviously felt through growth in e-commerce, but more nuanced was the shift towards shopping local which enables customers to still achieve same-day convenience but with the added benefit of supporting their local community. This is a relatively untapped space from a mobile perspective and is one to watch."

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