A new study suggests that smartphone apps may be “the magic bullet” of marketing for retailers? According to a December 2011 ABI Research survey of US consumers, the presence of a retailer’s app on their smartphone has an immediate boost on sales.

Survey respondents who said they had downloaded a retailer-branded app said the app caused them to visit the store more (45.8%), buy more of the store/brand’s products and services (40.4%), tell a friend about their store shopping experience (35.8%), and encourage friends to visit the store (30.8%).?

?“These are overwhelmingly positive numbers,” says senior ABI analyst Mark Beccue.

“They are so compelling that if retailers do not have a smartphone app strategy in place right now they are in danger of being left behind by their competitors.”??

In a word of caution, 37.9 percent of the respondents said downloading a retailer’s branded app caused them to download other retailer-branded apps. ??

Still, the numbers are compelling. “Clearly consumers are using retailer-branded apps as an engagement tool. Once a retailer can capture a consumer with one, there is a real opportunity to leverage smartphone apps to enhance customer service, deliver richer, more relevant product information in real time, shorten checkout lines, and more,” says Beccue.

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A new study suggests that smartphone apps may be “the magic bullet” of marketing for retailers? According to a December 2011 ABI Research survey of US consumers, the presence of a retailer’s app on their smartphone has an immediate boost on sales.

Survey respondents who said they had downloaded a retailer-branded app said the app caused them to visit the store more (45.8%), buy more of the store/brand’s products and services (40.4%), tell a friend about their store shopping experience (35.8%), and encourage friends to visit the store (30.8%).?

?“These are overwhelmingly positive numbers,” says senior ABI analyst Mark Beccue.

“They are so compelling that if retailers do not have a smartphone app strategy in place right now they are in danger of being left behind by their competitors.”??

In a word of caution, 37.9 percent of the respondents said downloading a retailer’s branded app caused them to download other retailer-branded apps. ??

Still, the numbers are compelling. “Clearly consumers are using retailer-branded apps as an engagement tool. Once a retailer can capture a consumer with one, there is a real opportunity to leverage smartphone apps to enhance customer service, deliver richer, more relevant product information in real time, shorten checkout lines, and more,” says Beccue.