Suzy Davidkhanian, principal analyst at Insider Intelligence, believes that, while the pandemic spurred many consumers to adopt retail app technology as in-store pickup and other omnichannel practices exploded, “many features are gimmicky or glitchy and cause more friction than convenience.”
Respondents to Insider Intelligence’s “U.S. Retail Mobile Features Benchmark 2022” survey said that the most valuable capabilities for retail apps include in-app notifications for when items are ready for pickup, scanning and saving gift cards into the user’s profile, and store stock availability. Features that enhance the in-store shopping experience — like product availability and location at a preferred store and price check — were also found to be particularly valuable.
