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6 reasons to develop a mobile application

Position yourself earlier in the buying journey

While 25% of digital transactions today take place on mobile according to the latest Mobile Marketing Barometer, mobile is very often used at the start of the purchasing journey. A study by FEVAD and CSA thus reveals that more than one in two consumers (56%) use their mobile to do research before making a purchase.

In certain sectors such as fashion, there is an ROPO (Research Online Purchase Offline) phenomenon: consumers do research online on their mobile phones and then buy in stores.

Mobile content thus helps to position itself earlier in the buyer journey. This can involve a product visualization, a free demonstration, advice or product reviews. Mobile is therefore a customer acquisition tool. It is also a great up-selling and cross-selling tool.


The multiple possibilities and functions of smartphones and tablets allow us to offer new experiences to its customers. It is possible to imagine new services based on push notifications, the camera, geolocation, consultation without an internet connection, etc. These services can feed your cross-channel, drive-to-store or other brand strategies.

The mobile application thus offers to dematerialize your train ticket. By purchasing a ticket through the app, users no longer need to stamp it at the station. The mobile application becomes a transport ticket. Another example of an innovative service is that offered by the Yuka mobile application. It allows users to assess the nutritional quality of consumer products by simply scanning barcodes in stores.

Offering services in push mode is also a way to remember the good memories of its users via a direct communication channel. Mobile is also a tool for customer loyalty. However, be careful not to overdo it: if your communication becomes intrusive, users could quickly delete your app.

trigger purchases and impulse actions

In a mobile environment, users use their phones to meet their immediate needs. Mobile applications promote spontaneous and impulse purchases.

Many consumers buy items on mobile that they would not have purchased in stores. Amazon thus provides a super fast buy button in its application. Thanks to 1-click ordering, consumers can buy a product in record time, without going through the shopping cart.

Other brands are taking similar steps to encourage impulse buying. The Tommy Hilfiger app, for example, allows you to view the brand's Instagram feed. It is possible to instantly buy a garment or look presented, thanks to a "buy button".

reinforce its brand image

Developing a mobile application is a good way to strengthen your brand image and stand out from the competition. Many businesses today have a responsive site, which automatically adjusts to the size of the screen on which it is viewed. Other brands have mobile sites specifically designed for mobile screens, although this format is less and less used. Far fewer businesses have an app.

With an app, your brand becomes mobile. Your prospects and customers are exposed to your brand on a daily basis. She accompanies them everywhere and throughout the day. The tactile dimension of smartphones and tablets also establishes a stronger and more personal connection. By touching their screen, your prospects and customers also touch your brand.


Creating a mobile application significantly increases online visibility. According to App Annie, nearly 70% of smartphone users install at least one new app per month. Mobile stores, which have their own referencing system, play an essential role. The most visible apps in the App Store, which are often the ones with a good description, are usually the most downloaded.

In addition, the launch of a mobile application is a communication opportunity. The content and articles generated by the launch of an application contribute to better visibility and better ranking by search engines.


Mobile apps are also a great way to collect data on your users. This can generate new insights into how your product or service is used in real life. These insights are important to improve your offer and feed your future developments.

The data collected can also help provide more personalization. Users today are in demand for personalized experiences. By collecting, for example, the personal preferences or opinions of your users, it is possible to better anticipate their needs.

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