This recent online article provided an interesting quotation. “Canadians are not all that engaged in getting mobile apps from retailers” according to Indigo’s VP of Marketing and Customer Intelligence. Do Canadians avoid downloading apps or using mobile options to shop because we don’t see value? Not everyone would agree with that opinion, and if apps provide value that aligns with their brand, retailers’ most dedicated brand followers are likely to be among their users.
There is no magic formula to mobile apps. Retail is all about choice. Every shopper is different and has their own unique journey. Every retailer provides different services and experiences. I have a number of Canadian retailer apps on my mobile device, and the ones that stay on have different traits that I find engaging:
I have purchased movie tickets using the Cineplex app for years now. It works well and interfaces to Passbook to simplify scanning for ticket pickup. One opportunity to make the app even better is to simplify payment. Mobile doesn’t lend itself well to entering credit card numbers. While I understand the challenges of storing credit card numbers, online retailers already do it, and I would be willing to store mine as it would easily cut the transaction time in half.
From my perspective, using the app allows me to buy my tickets on the way to the theater while someone else drives and skip the purchasing line at POS or kiosk at the theater. It may not be a value to all users, but skipping lines is a popular past time for most people. Retailer Bonus: lines are shorter for those that choose to buy tickets onsite!
While I remain uncertain about the value of pre-ordering in an environment like Starbucks that is often high traffic with a lot of queuing, the pizza ordering process has a process to it that lends itself well to mobile ordering. There are a number of options available in Canada, but the one that works for me isn’t an app at all. Panago pizza has a mobile enabled website. Their ordering options are very simple, and best of all, my most recent orders are front and centre when I login. Many apps are focused on jazzy animations of pizzas with the toppings on them.
Animations are fun for first use, but not when I want to just order the same order I had last time for pickup on the way home from the airport after a long day. No need to pay on the app. I pay when I get there, so no need to enter card numbers. If they ever put this simple interface on an app and stored my login it would certainly have a place on my mobile. For now it’s one of few bookmarks on my mobile desktop – and they even remembered to provide the icon on the site so it’s easy to see on the mobile.
Simple User Identification
One of the main challenges with websites over mobile apps is having to enter passwords. Using password managers like SplashID and 1Password simplifies this, but the majority of the people I speak with glaze over when I mention these tools, and most users forget their endless passwords, adding unwanted multiple steps to a mobile transaction that will dissuade them from using the app. Google and Apple are doing their part to enable browsers to automagically remember all of these passwords, but if credit cards are stored, security starts to suffer.
iTunes makes buying music and video simple by approving purchases with the fingerprint reader on the home button. Lululemon’s shopping app also identifies users by their fingerprint. This is a seemingly overlooked way to login to apps and bring up all of my info – shipping addresses, shopping cart, credit cards and more to apply to a transaction while providing some security. Retailers are constantly looking to remove friction from the purchasing process and both of these apps do that very well.
Fun and Rewards
Going to see a movie in a theater is a shared experience. I find that the Timeplay app for use at Cineplex theaters enhances that shared experience while providing rewards that are valuable to me – scene points towards free movies. The app allows everyone in the theater to compete in a movie trivia game where the mobile devices are used to submit answers to trivia games on the screen – like bar games of old. The top winners get Scene points and snack bar prizes. My children like to compete with me, we all have fun, and I eventually get a free movie entry.
An opportunity to improve the biggest issue with the app was recently addressed by enabling the user’s scene number to be stored in the app and prizes more easily applied. Once again, data entry of long numbers is not ideal. Removing those barriers makes everyone’s experience better, and will increase app usage.
Retailers that have extensive inventories of products that lend themselves to repeat purchases provide utility with a favourites tracking capability. LCBO carries a lot of different kinds of wine, and everyone has gone there with instructions to pick up a bottle of wine that a loved one liked that they thought was from Australia and had a blue label; no red….or was it yellow. What year was it?
The LCBO app allows shoppers to scan barcodes on bottles and add them to a favourites list. For the next visit to the store, it’s easy to find that bottle that is impossible to remember without some help. It’s much easier to show your mobile screen to a store associate than describe its physical attributes. As an added bonus, the app will provide details on inventory as of 24 hours at your closest store or at any store in the chain too ensure you make the most of your trip.
This is a great example of truly connecting the mobile and store experience – it’s simple, it suits the needs of shoppers in this environment and provides value.
The Indigo app mentioned in the original article that prompted this post is on my mobile as well. It has the ability to hold favourites lists as well, and you can name them, so I keep ongoing lists of books my family mentions to remember as gifts. The app also leverages Passbook for loyalty card use.
For small transactions with regular customers, enabling payment via a barcode and stored value card is the best way to enable payment without using the pinpad at point of sale. Starbucks has done this well for years, and I have personally trained numerous Tim Horton associates over the past few months on how to accept the Tim Card on my mobile with their imager at POS and drive thru. Wendy’s Canada are new to the game, and their solution works in much the same way – though with unique constantly changing six digit codes instead of a barcode.
While this payment capability is very useful, I still see shoppers re-loading their stored value card at the POS. That is a value of both of these stored value apps – the cards can be reloaded on the app. No need to hold up the line or enter a PIN at the POS. I think most people aren’t comfortable setting it up, and there is some need for culture shift there. Both of these apps do well at this, though once again, in my opinion, passwords and initial setup reduce the full contingent of potential users who are scared off by the effort. My initial setup for the Tim’s app took three attempts to match 2 passwords with capitals, symbols, etc.
As someone who aspires to minimize my wallet, I use Passbook every day. I’ve seen very few others using it when I am at a POS, and it should be more widely used. Apps like Air Miles, Tim’s, Starbucks, and Cineplex all enable loyalty or payment cards to be stored in Passbook.
Passbook negates the need to carry another piece of plastic. There is no need to look through your phone to find and open the specific app for the card you want. I always have my mobile with me to show my card. While not every retailer can scan the card as they are not in the right cycle for replacement of their scanners, they can still give their number for entry – kudos to Rexall staff for always doing this when I show my card.
There is not an ideal mobile wallet yet, but changes like this are cultural, take time and are achieved by taking small steps – I start with loyalty cards and coffee payment. Drivers license and other ID could be next. I’m doing my part to encourage shoppers and retail associates to become comfortable with these options by using them and talking about them with others. Passbook is far from perfect, but it’s the best option to date.
There are lots of value in mobile apps already available and there is lots of opportunity for more. Consider just a few other opportunities I’ve not seen realized in Canada as of yet:
Mobile Apps for Gas Pumps – It’s been very cold in most of Canada this winter. Why not control the fuel pump from inside the relative warmth of our cars? The technology exists to do this and even order food from outside the store. You could even scan codes from windshield washer fluid, ice or firewood in the summer and pay without having to enter the store. Oh, and it’s time to get rid of those stickers that say not to use your mobile at the pump. The gas station operators are less concerned than in the past. The myth of danger is busted. That said, we should always pay attention to what we are doing when we fuel.
Coupons – I’m not sure why we can’t open our mobile and select coupons to apply to our loyalty card for usage when we buy those items in Canada. The technology exists and is available and in extensive use in the US.
Enable the app as Information Hub – All retailers are enabling buy online and ship to store. Why not build this information into my account page so I can look it up? A red notification icon on the app here would be more likely to catch my attention than an email. Receipts should go here too. I hate wasting paper. Let me tell you that on the app, and don’t make me take a paper receipt automatically. All account details should be available to me here and online and on my tablet. Dominos does a great job of showing the status of your order and lets you track your order through the process. It would be fantastic to do this with orders for bigger items.
I think that there is a great deal of opportunity to improve on the mobile interactions retailers can provide, but as indicated, there are already lots of great options. It’s impossible to walk around in public without seeing people staring at a mobile device. There is no reason that they won’t adopt retailer apps, but they have to be educated, and it has to be more than signage.
For all of the signage I’ve seen at stores, I’ve never seen any evangelists in stores to help people understand all of the value that shoppers can get from the apps. I’ve never seen cashiers or associates answering customers problems show them how it’s very easy to get what they need from the mobile app. While the benefits of apps discussed above aren’t of value to everyone, there is definitely a population of people that are completely unaware of the benefits. In a strange twist, the best vehicle to convince everyone to leverage this technology completely may be human interaction. In the interim, I’m happy to use these tools and continue to share with others who are interested.