In the hyper-competitive world of app usage, size appears to determine popularity. Retailers with larger store footprints have more popular apps, according to L2’s Mobile report.
The study finds that the leaders in app reviews are major players in offline retail – Walgreens, CVS, and Rite Aid –reflecting increased demand as well as comparatively higher investments in developing commerce-related features. For example, Walgreens was the first retailer to integrate its loyalty program with Apple Pay, providing the brand’s more than 85 million active Balance Rewards members with a one-swipe payment experience.
However, several digital-savvy brands including Victoria’s Secret, Target, Best Buy, and Under Armour managed to garner an oversized share of reviews relative to the number of locations. That indicates that brands without a large number of stores can still generate app downloads by investing in digital.