While a slim majority of brands in L2’s recent omnichannel report improved their omnichannel solutions last year, the frontiers of omnichannel innovation can increasingly be found on the small screen.
True winners stay ahead of the innovation curve by including exciting but unproven omnichannel features on their mobile apps. These range from augmented reality and enhanced store navigation to personalized coupons.
Home Depot, for instance, launched a feature that depicts certain products in an augmented reality format. Users can virtually superimpose hardware products onto installation surfaces with their phone cameras, adjusting the items’ size and specs. Other brands are exploring the use of mobile apps to deliver highly personalized merchandising. Kroger plans to introduce live in-store digital pricing that would also feed into customers’ apps along with discount information, so that a customer roaming the aisles with the app open would receive tailored, real-time offers based on purchase history and preferences.
Mobile devices will facilitate an estimated 40% of 2018 US e-commerce sales. Apps will play a major role, as 51% of US consumers make the majority of their mobile purchases in-app rather than through mobile sites. On this new frontier, leading retailers will go beyond traditional capabilities and leverage their apps as breeding grounds for innovation.