The Role of Mobile Apps in Events Like Amazon Prime Day

Credit: Amazon

Computerworld on research by Sense360, a digital resarch firm:

The results showed a 7% drop in foot traffic during the Prime Day promotion among those who didn’t have the Amazon app and a 32% drop among those who did have the app. Sense360 tracked the behavior of 1.1 million shoppers who use a variety of apps from companies that partner with Sense360. Sense360 CEO Eli Portnoy wouldn’t identify those apps or say how many were used, beyond that it was “more than 50 and fewer than 100.” […]

what’s most interesting in the results is that big gap between those who did (a 32% drop) and did not (a 7% drop) have the Amazon app installed. At a glance, this would seem to suggest that mobile apps are great for business and that they drive loyalty. And yet it might mean little more than that Amazon’s most loyal shoppers are the ones who download the app. In that case, it’s hardly surprising that Amazon’s most loyal shoppers tend to partake in its sales and steer clear of its competitors’ physical stores when an Amazon sale is on.

It is not just Amazon’s “most loyal shoppers” that have the online retailers mobile app installed. On the other hand, Amazon’s “most loyal shoppers” are Prime subscribers, meaning they are the customers Prime Day is for.

In fact, it is interesting that there may be a significant number of Prime subscribers that do not have the mobile Amazon app installed. To say that’s counterintuitive would be a understatement.

Either way, it is not surprising that an installed app correlates with higher shop loyalty.

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