Mobile Apps for Retailers: A Must-Have or Nice-to-Have?

Angela Beevers

The boundaries between in-store, online, and mobile shopping are increasingly blurred, as smartphones and mobile apps have become integral to the entire shopping journey, from research to purchase, regardless of where the final transaction occurs. Walk down any high street today and you’ll see shoppers glued to their phones.

2024 saw consistent growth in mobile app downloads as e-tailers such as Temu and Shein have gained ground. Fashion, in particular, is one of the most vibrant segments for mobile commerce.

When people are prompted to answer, “Which app do you use most often to buy clothes online?”, SHEIN remains the frontrunner in the UK, being the most downloaded fashion and beauty app on mobile devices. Following in second position was Vinted, the used clothing marketplace.

The market research also indicates that m-commerce is projected to account for about 59% of all online retail sales worldwide in 2025.

But the question retailers face isn’t if customers are using mobile; it’s whether your brand should meet them there with its own app.

This blog examines how retail applications have evolved in time while assessing their role in modern shopping practices and determining if they have become essential retail components or just temporary trends.

What is a mobile app for retail?

In short, mobile retailing is all about selling goods and services through smartphones and tablets, whether that’s through a mobile-optimised website or a specific app. In other words, mobile retailing means selling products and services through smartphones or tablets, either via a mobile-friendly website or a dedicated app. It’s essentially e-commerce on the go, giving people the freedom to browse, compare, and buy in the moment, wherever they are.

More specifically, a retail mobile app is a unique application developed by a retailer to make shopping, online and offline, more enjoyable and accessible. Unlike visiting a mobile-optimised page, which delivers a rehashed web experience, native apps can provide customised features that process data directly on the user’s device.

The difference between e-commerce and m-commerce

While e-commerce encompasses all online shopping regardless of device, m-commerce specifically refers to transactions conducted on mobile devices. Think of m-commerce as the mobile subset of e-commerce; it’s the umbrella term for any purchase made through your smartphone or tablet, whether via a dedicated retail app, mobile browser, payment app, or banking platform.

Through this application, users can access store directions, manage loyalty programmes, view exclusive content, and participate in social features.

The key distinction is between the various mobile platforms where transactions can occur, from brand-specific apps to mobile-optimised websites to third-party payment solutions.

What are the benefits of using a mobile app for retailing?

While mobile apps are trending in retail, smart retailers base their investment decisions on concrete benefits rather than following the crowd.

Below are the key advantages retailers can gain from a well-implemented mobile app:

Improved customer experience

Loyalty programme integration

Omnichannel retailing

Enhanced data collection and analytics

Increased engagement

Brand differentiation

1. Improved customer experience

Unlike mobile websites that can feel clunky, mobile apps deliver better performance and are built for speed because they can leverage device hardware like RAM and processor.

They remember your preferences, tailor offers to your habits, and send you timely reminders, making shopping feel effortless and more personalised.

2. Loyalty programme integration

Just like QR codes, mobile apps have taken loyalty programmes far beyond the days of flimsy cards and forgotten stamps. The Body Shop is a great example. Their rewards programme sits right inside the app, so customers can check points in real time, unlock offers tailored to what they actually buy, and scan a QR code at the till to redeem rewards in seconds.

But it’s not just about convenience. Apps can gamify the loyalty experience with progress tracking, achievement badges, and milestone celebrations that keep customers engaged. Location-based alerts can nudge them into a nearby store with a timely discount, while push notifications keep promotions relevant without feeling like spam.

3. Omnichannel retailing

For retailers looking to create effective retail omnichannel loyalty programmes that connect app, web, and in-store touchpoints seamlessly, developing an effective retail mobile app is non-negotiable.

Today, a seamless cross-channel customer journey isn’t just essential, but it’s the baseline expectation for any retailer looking to survive. A retail app rolls up brick-and-mortar stores, e-commerce, and social media platforms into a seamless omnichannel approach.

4. Enhanced data collection and analytics

Apps enable retailers to collect customer data. From browsing behaviour to purchase history. This data is useful for refining product offerings, predicting demand, and personalising promotions. Unlike cookies or relying on third-party platforms, this data is gathered directly from the customer in-app, so it’s more accurate.

5. Increased engagement

Push notifications allow retailers to immediately connect with customers over new launches, flash sales, or in-store events. Whereas emails could be ignored, these notifications go to customers in real time and are frequently the source of instant action.

6. Brand differentiation

For retailers, a well-designed app can provide a competitive edge in cluttered markets. For instance, SportsShoes.com recently released an app to enable a “best-in-class retail experience.” As part of a larger investment in technology, the app helps establish SportsShoes.com as a top online shop by providing features like customised product recommendations and membership integration.

How can retailers monetise their mobile app?

Investing in mobile apps not only provides customers with ease but also helps retailers generate revenue and long-term value for their businesses.

Here are some monetisation approaches that retailers can implement through their mobile applications:

Behavioural data

Exclusive offers and loyalty programmes

Geolocation

Social media integration

1. Behavioural data

The data collected by mobile applications provides retailers with valuable customer information. Retailers can enhance their pricing strategies, inventory management and promotional activities through analysis of user behaviour patterns, including product and service browsing without purchase and notification interaction rates.

With new AI retail tools, this information can be analysed at scale to generate accurate demand forecasts and deliver personalised experiences across both digital and physical channels.

2. Exclusive offers and loyalty programmes

The mobile application functions as a dedicated platform for exclusive promotions, which motivates users to download and use the app.

Retailers should implement omnichannel loyalty programmes that reward customers across all shopping channels, including online, in-store, and through their mobile applications.

3. Geolocation

Geolocation provides businesses with the option to deliver customised promotions to customers who stand near their stores or visit their physical locations. For example, a fashion retailer can activate a “20% off denim” promotion through their app when customers explore their stores.

The combination of digital and physical channels through this feature demonstrates how mobile apps enhance the value of traditional brick-and-mortar stores.

4. Social media integration

Mobile applications function independently from other platforms. Users can easily share their purchases, wishlist goods, and promotional content through the integration of social networking sites, which increases brand visibility organically. Social media integration helps organisations build stronger relationships with their customers while fostering trust among them.

Mobile Shopping: A Look at the Features of Top UK Retail Apps

These apps generally offer various features. Let’s look at some of them through real-life examples:

1. Product browsing and purchasing Tesco.

Tesco’s app allows users to search and filter thousands of grocery items with personalised recommendations and applies Clubcard discounts at the checkout.

ASOS.

With features like searching through Style Match (visual product discovery), catwalk videos, and 85,000+ products with curated edits and size guides for fashion, ASOS is all about making shopping fun and easy.

Boots.

Boots customers can search for health and beauty products, book pharmacy services, and track their prescriptions, all while shopping the store’s exclusive ranges online.

2. Push notifications for sales and promotions Tesco.

Tesco app will automatically send timely reminders about deals on essentials, seasonal offers and Clubcard price drops, so they can directly act when discounts go live.

ASOS.

ASOS notifies you when sale items become available, highlights new arrivals and restocks, and offers to email you when your saved items are back in stock, all personalised to match your preferences as a user.

Boots.

Boots will send you push messages with price changes and special offers, as well as other exclusives for health events that reflect on your Advantage Card profile.

3. Loyalty programme integration Tesco.

Tesco’s Clubcard feature is built into the app; points and vouchers are synchronised with the app, while users can keep track of rewards and redeem them in stores.

Boots.

The Boots Advantage Card goes digital, now features instant My Offers, collecting points and redeeming rewards just with a cardless tap; no paper coupons are needed.

ASOS.

There’s no typical loyalty card option in ASOS, but the app links wishlists and special event offers to its customer account for subsequent repurchasing.

4. In-store support: QR code scanning, wait time information, or wayfinding Tesco.

The Tesco app offers augmented reality and QR scanning for instant product information, nutritional and promotional signage on in-store stands and interactive store navigation through the app.

Boots.

Boots provides in-store barcode scanning for reviews and product information, while the sales assistants use the Staff Sales Assist app to check stock, place orders, and make recommendations for speedy service.

ASOS.

While the majority of ASOS sales occur on the website, customers may use the app to find return locations and take advantage of the app’s built-in GPS to get local support. These innovations are part of the wider push toward creating the mobile app that will change in-store experience forever, making physical shopping as seamless as digital.

5. Social media and sharing features to extend brand reach ASOS.

ASOS makes it easy for users through shareable wishlists, style picks and looks that are easily posted to Instagram, Twitter and Facebook through the app, enabling more Gen Z and millennial audience exposure for the brand.

Tesco and Boots.

Tesco and Boots promote offers and product recommendations through customer sharing and regularly push app-only campaigns that reward social sharing (such as competitions or referral rewards).

These app features illustrate how UK retailers are using mobile technology to better engage customer loyalty, tailor offers, and build integrated omnichannel retail experiences that go beyond the simple transactional nature of mobile-optimised websites.

Mobile apps for retail: are they worth it?

Mobile apps can be a strategic and powerful tool for retailers, but their value depends on successful execution and alignment with customer needs and business goals.

Large retailers with complex operations and multiple channels and loyalty programmes require retail apps as their main engagement platform for data collection and revenue generation. The application functions as the main connection point, which enables customer interaction, data acquisition, and revenue generation.

For example, the retail giant Primark has launched its first customer mobile app in Ireland and Italy as a test market strategy. The app allows customers to:

Browse products and check in-store stock availability

Save favourite items and track new collections

Use store locator features for visit planning

The app represents Primark’s recognition that mobile integration is essential for modern retail, even for a traditionally in-store-focused brand.

Another retailer, Sports Shoes.com, launched its mobile application in 2024 to enhance shopping experiences for customers and build customer loyalty through personalisation. The retailer’s £4.6 million technology investment over the past three years has enabled the app’s development.

The situation differs from one retailer to another. Some businesses doubt that customers will download additional apps to their phones, while others remain uncertain about achieving measurable returns from their investments.

However, the decision to develop an app is more complex for businesses with limited resources. Without sufficient investment for ongoing development and enhancement, an app is unlikely to deliver value. In these cases, a mobile-optimised website or leveraging an existing e-commerce platform often provides a far better return on investment.

Final Thoughts

The retail industry is rapidly evolving, driven by customer expectations of seamless omnichannel experiences and AI-powered personalisation.

Mobile retail applications serve, therefore, as more than transactional tools because they create better customer experiences while building brand loyalty and customer engagement. Today, with AI in retail and e-commerce driving hyper-personalisation and predictive insights, these apps are becoming critical engines for future growth.

In order for stores to maintain their competitive edge in the future, mobile apps will be essential components of their marketing strategies.