Study: Retailer apps focus on consumer engagement
New York – Mobile apps have a lot of potential uses, but in 2015 retailers will likely focus on consumer engagement. According to the 2015 E-commerce Industry Outlook report from performance marketing technology company Criteo, 42% of retail executives and ad agencies rank consumer engagement as the primary goal of mobile app strategies.
Other Criteo predictions, based on data insights from billions of online transactions, include:
• Enhancing cross-device capabilities will be a major focus as 58% of retail executives and ad agencies rank the technology as the most important of their 2015 mobile marketing efforts.
• Brick-and-mortar retailers will heavily focus on online strategies as webrooming and showrooming will have an increasing impact on sales.
• Rapid growth in native advertising will be driven by programmatic buying.
"2015 will be a dynamic year for the e-commerce industry as consumer online shopping behavior continues to evolve at a rapid pace,” said Eric Eichmann, president and COO, Criteo. “The growth in time spent across multiple screens means marketers need to manage more complexity when targeting consumers. Advertisers who stay ahead of the curve by making sound investments in solutions like cross-device targeting and mobile-optimized websites and apps will be best positioned to meet consumer demand and generate sales."