Oct 24, 2020 | Updated: 09:48 PM EDT

Shoppers Turn To Apps

Dec 30, 2013 11:44 AM EST


Consumers today are relying on smartphones for shopping guidance in retail stores. Google has been active in understanding, trying to learn what the impact of smartphone has on shoppers. There are 130 million smartphone users in the U.S. Android OS still remains dominant in the smartphone market. Strong demand for smartphones across all geographies will drive much of this growth as worldwide smartphone shipments are expected to surpass 1 billion units for the first time in a single year, according to the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker. Google’s Android OS is leading the Android smartphone market. According to Google, seventy-nine percent of smartphone owners are called “smartphone shoppers,” as they use their smartphones at least once a month in retail stores.

Google / Bay Area News Group

A Gigaom study reported that mobile apps — especially those that make shopping easier and more rewarding — improve the experience and lift customer satisfaction. The report also highlighted that although use of mobile shopping apps is significant (approximately 1 in 4 smartphone owners currently use one or more mobile shopping apps), interest in the most valued types of apps is considerably higher. Almost two-thirds of consumers are “very interested” in apps that save time and money. Apps that allow consumers to manage loyalty and rewards are also highly valued.

The retailer released an app for Staples.com, which also works in conjunction with Staples other ecommerce properties and lets customers view or add items to their cart on the Staples Store app, the Staples smartphone app, the company’s mobile site, the tablet site or Staples.com. By 2014, worldwide mobile commerce will reach $352.7 billion. Staples is investing $250 million towards the development and integration of its online and mobile presence. Consumers have largely kept up spending levels this year.

Full-year web sales increased 5 percent year over year to $10.605 billion from $10.100 billion in 2011. Excluding an extra week included in the 2012 earnings calendar, Staples says web sales were up 3 percent in 2012, putting total web sales at $10.4 billion. Staples seeks to save annual expenses of $250 million by the end of 2015. The app for Staples.com provides customers with access to Staples Rewards and features tools that make it easier for small businesses to research and shop for everything they need for their business or home office. The Staples Store app also works in conjunction with Staples other e-commerce properties, allowing customers to view or add items to their cart on the the Staples smartphone app, the mobile website, the tablet site or Staples.com, making it easy for them to shop whenever and however it’s convenient for them.

Staples is already strong online. Staples has 100,000 products available in its warehouses or from suppliers that ship directly to customers. Staples retail and online strategy aims to  increase investment in its online businesses, reorganize its operations, implement leadership changes, initiate a multi-year cost savings plan, and restructure its International Operations. “Staples is investing to provide a superior multi-channel shopping experience through the use of our websites, mobile assets and stores,” said Brian Tilzer, Staples SVP, global e-commerce.

With over 100 million smartphone owners, mobile consumers want simplicity and speed. By 2014, worldwide mobile commerce will reach $352.7 billion according to Forrester Research. According to Soasta, the majority of Americans (68 percent) said mobile apps will make holidays better this year for reasons such as: Finding deals for Cyber Monday and Black Friday easier – 52 percent Better able to make plans while they’re on the go – 47 percent Avoiding long check-out lines by using apps specifically designed for that purpose – 46 percent.

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