App performance shapes consumer perception of retailers

A new survey reveals that shoppers are not forgiving of their favorite retailers or brands when their mobile apps aren't working as they should. According to the results 70 percent of consumers say the performance of a mobile app impacts their perception of the retailer.

The survey by application intelligence specialist AppDynamics spoke to 4,000 smartphone and tablet owners in the UK, US, France and Germany. It shows that 20 percent admit to making purchases on their phone while at work in front of their computer.

Also 67 percent would be put off shopping with a retailer if they had a negative experience with its app -- putting the onus on brands to deliver flawless application performance. However, 75 percent felt that a prompt and personal apology would persuade them to revisit the retailer.

When asked what they want from retail apps, 43 percent of consumers want mobile apps that allow them to purchase products while in the store, instead of queuing for a sales assistant. 57 percent would like retail apps to provide store assistants with details of past purchases to give a tailored in-store experience. Also 56 percent would be encouraged to visit bricks-and-mortar stores if apps provided them with personalised offers when they were nearby.

"As the lines between work and personal, digital and physical, continue to blur, retailers must ensure their apps function at all times across multiple platforms in order to retain and nurture always-on consumers", says Jyoti Bansal, founder and CEO of AppDynamics. "Technology has transformed the retail landscape significantly over the past decade, and now more than ever, software defines business success -- with revenue and reputation often hinging on customer interactions with apps".

The full report is available to download from the AppDynamics website.

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