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EMARKETER

US Retail Mobile App Features Benchmark 2022

What Makes Retail Apps Sticky? A Guide to the Features Consumers Value Most

Report by Suzy Davidkhanian  |  Jul 28, 2022
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Report
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Table of Contents
Executive Summary
Key Findings
Action Points
Introduction
Leading Retailers and Features
Retail Mobile App Features Most Valued by Consumers
No. 1: Digital Wallet
No. 2: In-Person Shopping Experience Features
No. 3: Delivery, Pickup, and Returns Features
No. 4: Personalization Features
No. 5: In-App Shopping and Browsing Features
Methodology
Glossary
Ranked Feature List
Survey Demographics
Appendix
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
A guide to the retail mobile app features consumers value the most, and a ranking of how 10 leading US multicategory retailers stack up.
Topics
Mobile Apps
Mobile Shoppers & Buyers
United States
Table of Contents
Executive Summary
Key Findings
Action Points
Introduction
Leading Retailers and Features
Retail Mobile App Features Most Valued by Consumers
No. 1: Digital Wallet
No. 2: In-Person Shopping Experience Features
No. 3: Delivery, Pickup, and Returns Features
No. 4: Personalization Features
No. 5: In-App Shopping and Browsing Features
Methodology
Glossary
Ranked Feature List
Survey Demographics
Appendix
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

The pandemic reshaped consumer expectations about the omnichannel shopping journey, which is now often mediated by a retailer’s mobile app. This report ranks the retail apps of 10 leading multicategory US retailers, rating 31 features based on a consumer survey.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What are the most important retail mobile app features that retailers can offer?
  2. Which retail mobile app features do consumers value most, both overall and within key categories of features?
  3. What features do the 10 largest multicategory retailers’ apps offer, and how do they compare in five key feature categories?

WHAT’S IN THIS REPORT? An analysis of the most in-demand retail mobile app features to aid in app development in five key areas. Also, a ranking of 10 leading multicategory retailers based on their apps’ features, weighted according to survey data.

Top 5 Most In-Demand US Retail Mobile App Features, March 2022 (% of respondents who called each feature
E-Mail ChartDownload

KEY STAT: Four of the five most valued app features connect the physical and digital shopping experience. Consumers now expect fast, easy, and frictionless omnichannel interactions with retailers.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

22charts

Reliable data in simple displays for presentations and quick decision making.

1expert perspective

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Findings
    3. Action Points
    4. Introduction
    5. Leading Retailers and Features
    6. Retail Mobile App Features Most Valued by Consumers
    7. No. 1: Digital Wallet
    1. No. 2: In-Person Shopping Experience Features
    2. No. 3: Delivery, Pickup, and Returns Features
    3. No. 4: Personalization Features
    4. No. 5: In-App Shopping and Browsing Features
    5. Methodology
    6. Glossary
    7. Ranked Feature List
    1. Survey Demographics
    2. Appendix
    3. Insider Intelligence Interviews
    4. Read Next
    5. Sources
    6. Media Gallery

    Charts in This Report

    Top 5 Most In-Demand US Retail Mobile App Features, March 2022 (% of respondents who called each feature "extremely valuable")Retail Mcommerce Sales in the US, 2020-2026 (billions, % change, and % of retail ecommerce sales)
    US Retail Mobile App Features Rank and Score of US Key Retailers (rank out of 10, score out of 100*)Retail Mobile App Features Rank of US Key Retailers, by Category (rank out of 10)
    Top 3 In-Demand US Retail Mobile App Features, by Category, March 2022 (% of respondents who called each feature "extremely valuable")Digital Wallet Retail Mobile App Features Rank of US Key Retailers (rank out of 10, score out of 100*)
    Digital Wallet Retail Mobile App Features of US Key RetailersIn-Person Shopping Retail Mobile App Features Rank of US Key Retailers (rank out of 10, score out of 100*)
    In-Person Shopping Experience Retail Mobile App Features of US Key RetailersDelivery, Pickup, and Returns Retail Mobile App Features Rank of US Key Retailers (rank out of 10, score out of 100*)
    Delivery, Pickup, and Returns Retail Mobile App Features of US Key RetailersPersonalization Retail Mobile App Features Rank of US Key Retailers (rank out of 10, score out of 100*)
    Personalization Retail Mobile App Features of US Key RetailersIn-App Shopping and Browsing Retail Mobile App Features Rank of US Key Retailers (rank out of 10, score out of 100*)
    In-App Shopping and Browsing Retail Mobile App Features of US Key RetailersGlossary, US Retail Mobile App Features Benchmark 2022
    US Respondents' Demand for All Retail Mobile App Features, March 2022 (% of respondents who called each feature "extremely valuable")Demographic Summary of Respondents, US Retail Mobile App Features Benchmark 2022, March 2022 (% of total)
    Channels Used by US Adults to Make Retail Purchases in the Past 12 Months, by Generation, March 2022 (% of respondents in each group)When Was the Last Time US Adults Made a Purchase on a Multicategory Retailer's Mobile App? (% of respondents, by generation, March 2022)
    Reasons that US Adults Have Not Used Any Retailer's Mobile App to Make a Purchase in the Past 12 Months, by Generation, March 2022 (% of respondents in each group)Which Delivery/Pickup Methods Have US Adults Used for Purchases Made Through the Mobile Apps of Multicategory Retailers? (% of respondents, by generation, March 2022)

    Interviewed for This Report

    Justin Sparks
    InMobi
    Director of Vertical Strategy North America
    Interviewed January 25, 2022

    authors

    Suzy Davidkhanian

    Contributors

    Caroline Fulford
    Senior Researcher
    Ona Koehler
    Senior Director, Benchmarking
    Na Li
    Director, Primary Research
    Amy Rotondo
    Director, US Research
    Yoram Wurmser
    Principal Analyst
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