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Survey Shows 48 Percent Increase in Use of Retail-Branded Shopping Apps

baynote branded appsIn the kitchen, I try not to buy tools that only have one purpose but on my iPhone, it’s a different story. I’ve tried those multi-brand shopping apps that offer me deals and points for checkins. But when it comes to deals from the three places I shop the most, it’s a dedicated app for me. And a lot of others.

According to the 4th Annual Holiday Online Shopping Survey from Baynote, retail-branded app usage is up 48% over the 2012 holiday season.

They surveyed 1,000 online holiday shoppers and 34% said they had made a purchase on a retail-branded app.

I’ve never bought anything directly through an app, but I have used them to redeem a mobile coupon in-store. A whopping 61% of the people in this survey are right there with me. Surprisingly 44% said they’ve redeemed in-store coupons using a tablet. This points to a real shift in tablet usage. Now that they’re lighter and smaller, people are taking them out of the house more often.

How Do I Get a Girl (Shopper) to Notice Me?

Ah, the age old question. It’s not enough to be smart and charming. You have to know how to woo those shoppers if you want them to look your way. Here are a few tips from Baynote:

Baynote_HolidayShopperStory_FINAL2Before you say you’ve seen this all before, take a look at the third line over. 31% of online shoppers expect to find product images in Google search.

Let’s think about that. I want to buy a Tory Burch purse. In ye olden days, I would have gone to Saks Fifth Avenue to look for it. In more modern times, I’d go to SaksFifthAvenue.com and search Tory Burch but these days, I just type “Tory Burch purse” into the Google search and voila. I get eight image options right away from five different retailers – none of which is Saks. Google didn’t even care that I was just on the Saks home page. It wants to send me elsewhere for that purse.

Google has the power to make or break you. Doesn’t matter how great your prices are if people don’t know you have the item they want.

Here’s another interesting note: only 17% of online shoppers said they were influenced by Facebook. Paper catalogs got a higher rating and yet we keep knocking ourselves out on social media. I suppose if retailers used Facebook in better, more inventive ways, it could become more influential but I’m not sold on that.

What is working are online reviews, email promos and search. Get those right and you’ll see the difference in the bank account.

Baynote has tons more information and a lovely infographic. You’ll find it all behind this clever link.