Retaining customers? An app works better than a mobile website
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.
More information
- Contact: Huan Liu
- The full PhD thesis: Omnichannel Retailing: Mobile channel adoption and digital discounts
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| Last modified: | 31 January 2023 10.03 a.m. |
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