There's A Ridiculous Reason Why In-Store Retail Apps Don't Work

smartphone shopping mobile apps iphone

Photo: Debenhams on Flickr

With smartphone users making up half of all cell phone owners, brick and mortar retailers are buzzing about how to engage mobile shoppers.How about starting with an internet connection?

According to a Deloitte consumer survey, 37 per cent of shoppers who tried to use a mobile app in-store were unable to because they didn’t have connectivity. The percentage was unchanged in the past year—the time frame when mobile-shopping gained traction.

Big-name retailers including JCPenney, H&M and Barnes & Noble have all attempted to lure shoppers through mobile apps. In theory, consumers can use these apps to check inventory, scan special coupons or read product reviews

But no matter how innovative, many shoppers don’t go for these apps–because they can’t access the internet in stores. Looks like some retailers are going to have to invest in routers.

Here’s a chart from Deloitte showing that while mobile shopping increased in the past year, internet connectivity did not.

deloitte chart smartphone shoppers

Photo: deloitte


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