The volatile realm of consumer apps is unforgiving, with users being as capricious as a toddler on a sugar rush. Failing to meet their expectations, on the other hand, can cause an exodus that would make a biblical Pharaoh blush. Today, we take a closer look at an area still often treated as a relic of the past in many supermarket apps - Weekly Ads and Circulars.
You see, many retail apps treat their Weekly Ads like the proverbial redheaded stepchild, giving users an experience reminiscent of the days of dial-up internet. For example, too often, a new user is “welcomed” with back-to-back cookie consent pop-ups. Sure, that's par for the course on the web, but mobile users would rather wrestle a grizzly bear than deal with that nonsense.
It's crucial to understand that the issue isn't just about aesthetics or UX per se. Frequently, it’s about the lack of actionable elements and not taking full or any advantage of mobile analytics - both quite impactful on sales. But Weekly Ads and Circulars are still the sales-boosting superstars they've always been, and the numbers continue to prove it!
For example, too often, a new user is “welcomed” with back-to-back cookie consent pop-ups. Sure, that's par for the course on the web, but mobile users would rather wrestle a grizzly bear than deal with that nonsense.
As the retail landscape evolves faster than a chameleon at a rave, COVID has kicked the transition from print to fully interactive formats into high gear. But the data still backs up the power of Weekly Ads:
If your app is guilty of neglecting your Weekly Ads, then you're likely looking at two possible scenarios: a short-term fix that temporarily stops the bleeding or the long-term solutions that makes full use of mobile.
You don't have to scrap your current PDFs; just add a few bells and whistles that simplify the user experience and make it more practical:
These features are both highly liked and frequently used, providing immediate value to customers. It's not optimal, but it will stop the bleeding until you're ready to make the next step.
To keep up with what technology offers, integrate ecommerce functionality into your Circulars while still encouraging in-store visits. A study by PYMNTS revealed that 75% of shoppers who engaged with a retailer's app more frequently would also increase their in-store visits, highlighting the potential impact of a well-designed Weekly Ads experience.
This long-term approach aligns with the direction of the entire industry. Plug some analytics into it, and you'll be poised to tap into the full potential the mobile channel offers.
By giving your Weekly Ads the glow-up they deserve, you'll keep customers coming back for more and send your retail app's success soaring like a homesick angel. Reach out to us and let's chat about how our extensive experience in retail apps can help elevate this or any other aspect of your app.