As the role of smartphone applications in shopper visits grows, grocery store operators face new challenges in improving app functionality to encourage continued use. The Store of the Future: An Exploration & Planning Guide, the latest study from the Coca-Cola Retailing Research Council of North America, offers many ideas on how to balance this emerging challenge.
As the report explains on page 31, retailers must address the many challenges of these apps — one being that just one failure can cause a shopper to stop using an app altogether. Creating an app that is too complex leads to shopper confusion and, even worse, an app that drains battery power. Retailers must ensure maximum simplicity and usability to provide shoppers the best possible value.
The report offers a glimpse into how technology is reshaping the shopping trip and how to plan ahead, focusing on building the best possible shopper experience. It can be downloaded for free at www.ccrrc.org.