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Retaining customers? An app works better than a mobile website

16 May 2019
Huan Liu

For retailers, it is worthwhile to add an app to their sales channels. Customers who use the app are more likely to make a purchase, have a higher purchase frequency and spend more money than customers who only use a store’s website.

In addition, customers who shop via an app experience fewer financial risks, infers Huan Liu. Finally, she found that apps also increase the number of purchases by non-loyal customers. An app is therefore a better way to retain customers than a mobile website. Liu will be awarded a PhD by the University of Groningen on 23 May.

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Last modified:16 May 2019 1.23 p.m.
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