Application Performance is Key to Retail Customer Satisfaction
July 15, 2015

John Rakowski
AppDynamics

Share this

For today’s always-on consumers, the performance of retail websites and mobile applications is strongly linked to customer satisfaction, loyalty and spend, according to a new study by AppDynamics.

Mobile apps play an increasingly important role in consumers’ lives – 20 percent of respondents admit to making purchases on their phone while at work in front of their computer, and 70 percent said they make more than a quarter of their purchases online.

The AppDynamics report "An App Is Not Enough" indicates that consumer expectations of retail websites and mobile apps are evolving in response to the growth of mobile and emerging technologies, with 70 percent of consumers stating that the performance of a mobile app impacts their perception of the retailer.

According to the report, 67 percent of consumers would be put off shopping with a retailer if they had a negative experience with its app, putting the onus on brands to deliver flawless application performance.

“As the lines between work and personal, digital and physical, continue to blur, retailers must ensure their apps function at all times across multiple platforms in order to retain and nurture always-on consumers,” said Jyoti Bansal, founder and CEO of AppDynamics. “Technology has transformed the retail landscape significantly over the past decade, and now more than ever, software defines business success – with revenue and reputation often hinging on customer interactions with apps.”

While digital technologies have provided consumers with more choices in how and where they shop, they have never been so time-poor, which may be why 40 percent of those surveyed say they would trial a new app if it promised to deliver a more convenient shopping experience. Furthermore, a third of consumers are now using apps for convenience when they visit a store or to make a swift purchase on the go.

The study, which surveyed 4,000 UK, US, French and German smartphone and tablet owners, also found:

■ 43 percent of consumers want mobile apps that allow them to purchase products while in the store, instead of queuing for a sales assistant.

■ 57 percent would like retail apps to provide store assistants with details of past purchases for a tailored omni-channel experience.

■ 56 percent would be encouraged to visit brick-and-mortar stores if apps provided them with personalized offers when they were close by.

■ If unable to complete a purchase, three quarters of consumers stated that a prompt and personal apology would persuade them to revisit the retailer.

“Today’s consumers expect a seamless shopping experience across online and offline channels, with minimal friction points,” said Paul Hobbs, head of e-commerce at Shop Direct. “This puts increased pressure on retailers to innovate, using the latest technologies to improve and augment the online e-commerce journey so it delivers the thrill of visiting the high street in a more convenient way. As an example, Very.com has recently introduced image recognition technology that allows shoppers to take photos of clothes they like and search for similar styles across the brand’s product range. At the same time, mobile continues to play an integral role in increasing online sales – allowing consumers to shop when they want, how they want, and on any device. With retailers using a combination of technologies to deliver a competitive and flawless experience to shoppers, ensuring the performance of these applications is mission-critical.”

About the Study: The study surveyed 4,000 UK, US, French and German adult smartphone and tablet owners (1,000 in each market) and was conducted by Atomik Research in June 2015.

John Rakowski is Director of Technology Strategy at AppDynamics.

Share this

The Latest

October 28, 2020

The "APM" solutions we've come to love over the last 2 decades can't handle Serverless Functions or deliver the same performance and operational details that they deliver for other architectural constructs — including App Servers, Frameworks, Cloud, even Containers. And the reason is that they're methodologies for collecting performance data simply won't operate with the same characteristics as it would in persistent code ...

October 27, 2020

I asked myself this important question: Can APM tools Manage Serverless Workloads? And the answer is "No, not really." It is true that every monitoring solution in the world claims support for monitoring serverless platforms (at least one of them). What I mean by my answer is that the "APM" solutions we've come to love over the last 2 decades can't handle Serverless Functions or deliver the same performance and operational details that they deliver for other architectural constructs ...

October 26, 2020

In Episode 11, Andrew Tunall, GM, New Relic Serverless & Emerging Cloud Services, joins the AI+ITOPS Podcast to discuss the challenges and advantages of distributed tracing ...

October 22, 2020

IT teams critically require better visibility into the network driven by a number of factors, including tremendous disruption from the COVID-19 pandemic, relentless technological advances, remote working reaching an all-time high and the expanding security threatscape, according to State of the Network 2020, a study conducted by VIAVI Solutions ...

October 21, 2020

Mobile commerce offers several benefits for retailers. But all this potential can only be fully realized if retailers can manage the associated challenges that mobile commerce introduces. Anyone involved in the development, operation or troubleshooting of a mobile shopping app needs to be aware of the three following technical obstacles and plan accordingly ...

October 20, 2020

Although cost control/expense management remains top of mind, organizations are realizing the necessity of technology solutions to enable them to steer the business during these turbulent times, according to IDG's CIO Pandemic Business Impact Study ...

October 19, 2020

The COVID-19 pandemic has compressed six years of modernization projects into 6 months. According to a recent report, IT leaders have accelerated projects aimed at increasing productivity and business agility, improving application performance and end-user experience, and driving additional revenue through existing channels ...

October 15, 2020

There is no doubt that automation has become the key aspect of modern IT management. The end-user computing market is no exception. With a large and complex technology stack and a huge number of applications, EUC specialists need to handle an ever-increasing number of changes at an ever-increasing rate. Many IT organizations are starting to realize that they can no longer control the flow of changes. It is time to think about how to facilitate change ...

October 14, 2020

Starting this September, the lifespan of an SSL/TLS certificate has been limited to 398 days, a reduction from the previous maximum certificate lifetime of 825 days. With this change, everyone needs to more carefully monitor SSL certificate expiration and server characteristics ...

October 13, 2020

Nearly 6 in 10 responding organizations have accelerated their digital transformations due to the COVID-19 pandemic, according to The IBM Institute for Business Value study COVID-19 and the Future of Business ...