• Technological and communicative consistency: the mobile app for retail
    Friday, 08 January 2021 13:00

    In the process that retailers put in place to gain the trust of their customers, the mobile app can certainly be considered the primary supporting channel.

    It is perhaps unnecessary to remember how much the use of mobile has become an integral part of the daily life of all of us. The ease of use of mobile compared to desktop applications has succeeded in bringing users of all age groups to the tool, independently of their level of technical knowledge.
    A research by Osservatorio.net published last March shows that in 2021 smartphones will become the first channel for online purchases, with 51% penetration in the Food&Grocery sector.
    The recommendation when starting a Mobile App project is to consider the entire physical and digital communication context within which the brand presents itself and not to develop an app separately from the rest of the ICT systems.

    In fact, this channel must respect the criterion of consistency and be in total coherence with all the other touch points that the brand displays, both in store and online.

    Consistency is to be achieved from a technological point of view: customer services are digitalized and included within the App that, integrates them into the entire ecosystem as a new front-end, shares the customer's story with all the other tools.
    Technological consistency is strongly connected to the structural choices that the retailer makes for the management of its database. A unified cloud-based platform allows managing, in a stable way, a single view of the customer and in a flexible way the different contact points, in order to map all the possible interaction and purchase journey.

    Consistency is also achieved with a work of graphic and verbal alignment. Colors, icons, ideograms, words and messages that are used in the classic digital or paper flyer, on the website, on displays and totems in stores, must be take up and reinterpreted in a specific key for the mobile tool, within a user experience that is unique for that tool.

    Once the technological and communicative consistency is achieved for everything related to the database and digital services shared with other channels, it is possible to provide a personalized experience to customers with services useful for their purchases shopping lists, product information, prize catalog, coupons and promotions, dematerialized card with account statement and digital receipt.

    Then expand the portfolio with additional features, making the most of those potentialities that, due to the specific characteristics of the mobile medium, make the mobile app a unique and indispensable tool.

    • Geolocation, to guide customers to the store but also, inside the point of sale, to the product.
    • Proximity Marketing, to communicate to your customers when they are near specific purchase areas or perform a specific action.
    • Scanning of barcodes, QR codes and tags for augmented reality, with the smartphone camera.
    • Gamification related to reaching scalable goals and objectives to drive engagement and purchases.

    picNews kwallet 02

    To complete the purchase process, the mobile app is certainly the ideal channel to integrate the digital payment tools that the retailer has enabled on its circuits. Automating the checkout phase is probably the most ambitious process for most brands. Once the customer has established trust and familiarity with the mobile app, a tool that they use and from which they receive benefits, they will look for nothing more than to be able to set up their payment tools there as well. A real digital wallet where not only credit cards but also gift cards and other forms of electronic wallets can be stored.

    Konvergence has developed KWallet, the Mobile App for Retail, modular, customized and integrated within the existing ICT ecosystem.

    Contact us for all the details!