In this day and age consumers can’t be torn away from their phones, using them for both work and play. It’s therefore unsurprising that an increasing number of Brits are using mobile apps to do their shopping.
Klarna’s 2021 Mobile Shopping Report revealed that 60% of UK consumers have between one and five shopping apps installed on their device.
The research also showed that UK consumers across all generations have increased the amount of time that they use their mobiles to shop.
Typically, younger consumers have increased their mobile shopping the most, with Gen Z spending 77% more time and millennials 79% more than two years prior.
With online shopping apps continuing to grow in popularity, retailers have been pushing the boat out to offer seamless, inspirational online shopping experiences, with a raft of inventive features.
In the first of our ‘Best of’ series, which shines a light on the retailers raising the bar, we take a look at the best apps in the market currently.
Fashion: Zara
Accessibility: The app is modern, minimalistic and slick although still very user-friendly with an easy to navigate home page – nothing like the fashion giant’s website.
For users wanting to find the retailer’s newest drops such as its uber popular Barbie collection, they are displayed at the top for ease, while the Sale section is impossible to miss thanks to its highlighter yellow hue.
While you scroll, dynamic moving images are also displayed, with models applying foundation under the beauty section giving shoppers more insights for making a purchase.
Push notifications are also easy to opt into if you want to be notified on new arrivals.
Stand out feature: One of the best features within Zara’s app is the Store Mode feature, which rival H&M also offers.
Store Mode allows users to tailor their online experience when heading into their local Zara, only displaying products and sizes which are immediately available at said store.
Another clever element is the option to scan any item’s code in-store to check the size and colour availability in that store, instantly solving the problem of finding a free store assistant to help.
Those not wanting to head to their nearest Zara to hunt for a new outfit can switch to Store Mode to only see that store’s real-time stock, which can be purchased and collected within 120 minutes through a QR code.
Meanwhile, If you find an item on the app you like but aren’t 100% sure about, the Click & Find feature gives an in-store guide to where the item is located.
The app can also detect if an item you already have in your shopping basket is available in the store.
Selected stores also have the click & try feature, which essentially eliminates queuing at the fitting room.
Whilst in Store Mode in the app, users can reserve a fitting room slot.
The app then allocates a specific room and gives users an estimated waiting time. When a fitting room becomes available, a notice is sent out and users have five minutes to take up their slot.
Digital Receipts: There’s nothing worse than wanting to return an item but being unable to find a receipt, so Zara has an in-app option to have all receipts stored digitally, speeding checkout lines and reducing paper use.
Home: Ikea Place
Accessibility: Much like Ikea’s original app, the Swedish furniture giant’s AR app Ikea Place provides clear and easy to understand explainers on how best to use the app, which shows how its products would look in your home.
Stand out feature: The AR visualiser is the reason for this app’s existence.
From sofas and armchairs to coffee tables, all of the products showcased in Ikea Place are 3D and true to scale to help give you piece of mind over whether furniture will fit – both physically and stylistically – in your home
The app automatically scales products based on room dimensions with 98% accuracy, and uses super precise technology so shoppers can see the texture of the fabric, as well as how light and shadows are rendered on the items.
In addition to digitally placing products in a room, the app allows shoppers to capture the image and share as an image or video to whomever they choose. They can then purchase the products directly through their local Ikea website with ease.
Health & beauty: Sephora
Accessibility: The Sephora app is slick and super-easy to use.
The homepage mimics the swiping motion popular on social media, allowing users to look through the beauty giant’s ever-changing edits, from summer skincare to app-only discounts, while housing a generic wishlist feature and a section for its rewards scheme.
Despite having heaps of media within the app, all the content loads rapidly, and underneath each product are easy to find reviews, along with plenty of images to refer to.
Stand out feature: One of the best features within the app is the inspiration section, which houses in-depth reviews with beauty advice on the most popular products and roundups on trending topics, from Barbiecore beauty to its favourite curly hair products.
The inspiration edit certainly gives off beauty blogger vibes but in the best way possible, giving users another reason aside from shopping to head onto the app.
Sportswear: Gymshark
Accessibility: Slick, stylish and very much social-lead, the Gymshark app goes well beyond what’s expected from a simple shopping experience providing users with heaps of extended features.
Upon opening, the easy to navigate app features a TikTok-eqsue format with influencers modelling the sporting giant’s clothing in different ways, while the product drop down allows shoppers to grab exactly what they’re looking for without a fuss.
Users also receive the back in stock notifications, options to manage their order, and check out your wishlist features.
Once logged in, London-based users can see upcoming events that Gymshark hosts at its Regent Street flagship, including free workout classes which you can only book via the app, as well as its 121 shopping experiences.
It’s beyond evident that Gymshark is a social native brand run buy millennials just by looking at the fun built-in features its created, including giving users the option to change how the app icon looks on their phone.
Stand out feature: Gymshark’s content gives this app a magazine-feel, with segments from ‘the best gyms in LA’ to “Editor’s picks” as well as direct links to its fitness and training app.
Grocery: Tesco
Accessibility: The Tesco app couldn’t be easier to use, which is essential for an app that is designed to be used regularly by all types of consumers.
Upon launching, the homepage highlights its special offers, as well as the option to switch to in-store mode to make shopping in your local Tesco easier than ever.
Stand out feature: The best thing about Tesco’s app is the sheer amount of functions it serves.
As well as shopping online, it also facilitates in-store shopping.
Customers can use the ‘scan a barcode’ option to find out the price of items they pick up in-store without having to bother a member of staff.
The app also houses the grocery giant’s Clubcard offer, where shoppers can scan their app at the checkout to collect points and spent their vouchers.
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