There isn’t a major retailer (that we know of) that hasn’t made a mobile app part of its marketing strategy.
For small businesses, the market is still in flux. According to a recent survey by mobile app analyst Clutch, 15 percent of small businesses now have a mobile app and another 18 percent are in the process of developing one for launch in 2015.
But some small operators are still wary, with about 40 percent of survey respondents admitting they won’t have a mobile app in the foreseeable future.
The general consensus among experts in the field? Every business — regardless of size — needs to invest in a mobile app.
“Consumers are using mobile apps to research locations to shop, eat, play and relax – and it’s up to businesses to be where their audience is,” says Krista McLandress, marketing manager at app development software company AppsBuilder. “Most businesses understand that a mobile-friendly or responsive website is imperative to their business, but many still lag behind adopting a mobile app strategy.”
Clutch’s survey isolated the top reasons behind small business adoption of mobile apps. Number one? To improve customer service, according to 76 percent of respondents, notes Clutch.
Keeping the consumer coming back is a main preoccupation.
“The most successful small businesses know that the single deciding factor for them as a competitor is making sure that their loyal customers are treated well and want to keep coming back,” explains Shira Anderson, marketing manager of DIY app solution Como. “That is what mobile apps do best. Mobile apps allow you to really reward your loyal customers with a certain exclusivity and intimacy that isn’t available on any other channel.”
Clutch’s entire report can be accessed here.