It’s common to think that native apps and the mobile web are at war, fighting a winner-takes-all battle. Instead, both technologies deliver the best experiences when they are used together, since they serve different purposes. Join Richie Siegel, Head of Customer & Industry Insights at NewStore as he discusses how to build the best customer experiences with both the mobile web and native apps. If you are leading the mobile strategy charge within your retail organization, register for this session and learn how to: Create a technology ecosystem within your organization for omnichannel success Increase conversions via mobile devices with both an app and mobile website Leverage mobile experiences to nurture the customer relationship

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It’s an
Ecosystem,
Not an
Ultimatum
Why You Need Native Apps
AND the Mobile Web

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Richie Siegel
Head of Customer & Industry Insights

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Native Apps vs the Mobile Web
Native Apps are often pitted against
the Mobile Web
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Apps are dead!
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Responsive design is dead!
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The mobile web is dead!
We’re not so sure…

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Native Apps + the Mobile Web
∖ Instead, we’re interested in how Native Apps and
the Mobile Web can work together
∖ Different use cases require different solutions
48% of consumers start mobile research with a
search engine. (Smart Insights, 2015)
33% of consumers start mobile research with a
branded website. (Smart Insights, 2015)
∖ Native Apps + the Mobile Web are a great toolkit
when used together
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The Mobile App conundrum
∖ Mobile apps offer better shopping experiences
The app becomes "yours" as it learns your
preferences
Remembers pesky details such as payment and
shipping information
∖ But native apps are a challenge for consumer adoption
There’s an immense amount of friction when
downloading an app
∖ Customer won’t download an app right after connecting
with a brand
∖ Brands need to nurture the relationship
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Where the Mobile Web comes in
∖ The frictionless nature of the Mobile Web is
especially suited for building brand awareness and
enabling discovery.
∖ The mobile web, conversely, takes seconds to
navigate, query and load.
43% of mobile users won’t return if mobile site
loads slowly
∖ Using the mobile web in tandem with mobile apps
unlocks a much better overall experience for
customers
∖ This has often gotten lost in the fight to crown one
technology the winner.
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Use cases for the Mobile Web
∖ The mobile web is best suited for discovery and research
Checking out a product on social
Browsing a sale
Viewing a product recommendation from a friend
∖ Light use cases make the web the preferred medium
∖ Requires very little effort to get to a destination
∖ Seconds later the customer is where she wants to be
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Use cases for Native Apps
∖ Mobile web pitfalls
70% of online shopping carts are abandoned
before checkout
Every added form field (beyond three) cuts mobile
conversion by 50%
∖ Where native apps come in
80% of time on a smartphone is spent in apps
79% of smartphones owners use apps to help with
shopping
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Native Apps: Loyalty & Retention
∖ Downloading an app might not make sense until after a
customer's first purchase
∖ Brands are best positioned to use apps as a tool for loyalty and
retention
∖ Two key metrics for apps: downloads and retention
If a brand gets a lot of people to download an app who don't
have a strong connection with the brand, retention will
suffer and these users will delete the app soon enough
∖ Using the mobile web to help spark the relationship and then
following up with the app can mitigate these retention issues
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Mobile Web advances
∖ Recent advancements from Google, such as app streaming and
Android Instant Apps, attempt to close the gap between the
two technologies.
Allows an Android user to pull up a live version of an app
from a Google search without downloading anything
∖ Unclear if this fundamentally changes the dichotomy between
native apps and the mobile web.
∖ Apple has yet to announce anything for iOS
∖ Google is more reliant on the web, not on apps, to make their
lucrative search revenue
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Apps + Mobile Web
∖ Different technologies require different solutions
∖ The key question: Does a given problem call for a
website or an app?
∖ These two technologies are strongest when
working together, not pitted against each other
∖ Leads to the best commerce experiences
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Thank you for joining us!
Be sure to stay connected and continue the conversation on Twitter
@newstoreinc
#mobilemandate

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