2013-12-06

Smart phones are quickly becoming the go-to mobile device for window shopping, comparison shopping and ultimately, shopping for favorite brands. Award-winning mobile marketing agency, Plastic Mobile, examined mobile apps for 10 leading fashion retailers with its new Mobile X Retail App Report and picked the top retailers with the highest marks.

 Each retail app was tested in various use cases such as in-store, en route and at home, to evaluate its on-the-go performance. The apps were rated against a vigorous set of predetermined criteria, including loyalty, transaction, customer service and in-store experience, among various others as outlined in the report.

 A team of mobile experts examined the mobile apps for the leading retailers and from both qualitative and quantitative data collected, it was announced that American Eagle, The Gap, TopShop, Zara, Urban Outfitters, Forever 21, H&M, Express, Abercrombie & Fitch and American Apparel were the top 10 in that order.

 “Mobile is already predominant in the urban customer’s everyday life. So it’s imperative that a branded mobile app experience is more about the user and less about the brand’s offering,” said Melody Adhami, President and COO at Plastic Mobile. “Only by designing a mobile user-experience that adds actual value and utility can a brand become memorable in the customer’s mind.”

 The Mobile X Retail App Report also addresses four key area of opportunities for fashion retailers to truly harness the potential of their mobile apps: social media integration, customer service, in-store experiences and loyalty programs.

 Retail mobile apps give customers more options while shopping their favorite brands. While many retailers miss the opportunity to connect with their customers by conducting a dialog on social media, these top 10 retailers take that extra step to interact and encourage their shoppers, driving in sales and mobile loyalty behavior.

 Many brands have created mobile apps to make it easier for their customers to make shopping easier and have quick customer service. As a customer to many of the stores listed above, it is not a big surprise that these retailers have made the top 10 list for the most active apps as they always go the extra mile in making their customers happy with mobile-exclusive promotions, features and push notifications.

By Pia Talwar

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