Gartner Research

Use Mobile Apps to Provide Customer Value, and Revenue Will Follow

Published: 24 January 2014

ID: G00251798

Analyst(s): Penny Gillespie

Summary

IT and business leaders supporting e-commerce should incorporate the five attributes of successful mobile apps, which improve the customer experience. Providing a valuable customer experience will increase mobile commerce app adoption, drive usage, and increase both loyalty and revenue.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Incorporate the Five Attributes of Successful Mobile Commerce Apps
    • Recognize Your Customer
    • Demonstrate That You Value Your Relationship With Your Customer
    • Create Interactions That Are Inviting and Fun
    • Provide Information Sufficient for Making a Buy Decision
    • Make It Easy to Pay
  • Think Through the Entire Customer Experience for the Targeted Customer Segments
  • Ensure the Improved Customer Experience Is Supported Throughout the Entire Organization Prior to App Rollout

Case Studies

  • Walgreens
  • Sephora
  • Fandango
  • Analysis

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