As discussed yesterday, iPhone apps are being developed with a variety of objectives. For brands, it's sometimes about engagement and sometimes about drawing attention to a larger marketing campaign. But, for retailers, it's more likely they'll want an iPhone app to actually SELL something. With that in mind, here's the RetailWire take on (courtesy of Rick Moss' evaluation) a number of retail apps, followed by thoughts from our recent panel discussion at the IIR Fusion conference:
Amazon.com: This is a mobile version of their website with limited features. It allows search and purchasing, integrates well with the user's online account, is simple to operate, and has a unique "Amazon remembers" feature. But, there are almost no features unique for iPhone and search is by keyword only. Rating - 12 out of possible 20.
Chipotle Ordering: One can place an order, pay, and pick up from a local restaurant. This has a simple, clear interface, but images and descriptions of food are separated from the order process. Rating - 16
Target: Offers local store specials and gift ideas - to be picked up at store or ordered online. Category browsing is well organized, and the gift finder is fun, but online ordering can only be done via the non-mobile website and the weekly ad feature didn't work. Rating - 7
Gap StyleMixer: This is a social shopping app - consumers can mix and match clothes to design outfits, share with friends and check out what others have posted. The social shopping aspect is fun but inventory is limited and there is no e-commerce ordering. Rating - 10
1800flowers: A full function ecommerce mobile version of the site. It has good occasion-based offerings, easy ordering, and includes "guest" ordering without the need to register. It could use some "zip" in its presentation, though, plus social networking would be a natural addition. Rating - 16
Whole Foods Recipes: Shoppers can search health-oriented recipes by course, occasion and dietary preferences. There is a good combination of search options, and dietary and nutritional info. is included with each recipe. Only downside is a possible emphasis of health vs. taste in recipes. Rating - 15
Dunkin' Run: A combination ordering and social media app, where groups combine to place an order and a "runner" goes to the store. It has a slick design and is an intriguing concept that could catch on with DD heavy users (no pun intended). On the downside, the website registration process is complex and the app seems to have more novelty than real world practicality. Rating - 13
Macy's Keeps America Cooking: A
12 episode video podcast series starring Tyler Florence. The
app is straight forward, with a nice series of cooking demos plus amateur
submissions. The interface could use refinement and
there are no obvious sales tie-ins. Rating - 11
Chipotle and 1800 Flowers were the highest rated apps here, probably because of the practicality of each. Target scored the lowest, mainly because of the lack of in-app ordering. Our panelists at the IIR conference (Alex Muller, Phil Rubin, and Joel Warady) had the following comments:
Joel Warady felt retailers need to provide reasons to come back to their apps over and over, and that consumers don't care about your company or stores - they want information that helps THEM. Whole Foods, he suggests, might show what's in the hot food bar, for each store, each day.
Phil Rubin noted that the 1800flowers app solves a huge problem - last minute gifts on the go - and liked the Chipotle app because it saves consumers time. He felt, however, that in general retailer apps need to be more personalized experiences.
Alex Muller pointed out that Gap's app is its second and is a limited-run campaign app, so it won't necessarily have all the functionality you'd expect. Amazon, he believes, would love for you to buy from their app while in a Borders or Target store doing research. Macy's is trying to give consumers another reason to pay attention to them, beyond just products, hence the cooking videos. He also noted that a strong feature of the Target app is its ability to determine if product is available locally, which is the number one thing mobile consumers want - often searching when at the store.
Discussion Questions: Should retailers quickly develop apps, ready for prime-time or not, just to get in the game? Do retailer apps need to focus mainly on selling something or can they be used primarily for branding?