Customers Give Top 100 Retailer Apps Subpar Ratings

Most retailers know how important mobile devices are for commerce, but only a few of them use the platform to its full potential.

A new study by mobile app strategist Xtreme Labs found that retailers in the United States miss out their chance to capitalize on mobile device owners because of two major reasons: either they offer a smartphone app with low user ratings, or they have yet to launch one.

Using public consumer reviews from the Apple App Store and the Google Play Store, the Xtreme Labs Retail Apps report revealed that most retailers neglect the reasons behind their low customer engagement due to lackluster mobile experiences.

The firm conducted the study on January 16-24 using the annual list of top 100 retailers from STORES Magazine to see how the apps fared on Android OS and iOS users.

Xtreme Labs limited its analysis of consumer ratings on Android and iOS because 70 percent of retailers chose these two as the most popular.

Even though 30 percent of retailers do not have an app on both OS, 56 percent do offer a smartphone app on the competing platforms.

Consumers rated the retailers’ apps an average of 2.9 (out of 5) stars on the Apple App Store and 2.2 (out of 5) on the Google Play Store.

Retailers who snub the power of Android are at risk, for 61 percent of the top 100 retailers have an Android app installed on an estimated 62 million devices in America.

The U.S. definitely is the world’s largest iOS market, as 65 percent of the retailers have their Apple app installed on 36 million iOS devices in the country.

But based on their favorable ratings (3 stars or higher), retailer apps in the App Store received an average of 52 percent positive feedback.

Xtreme Labs said a low rating means a retailer has a poorly executed mobile strategy – having a mobile app is nothing without a lifecycle roadmap for new features.

The firm’s list of highest-rated and lowest-rated apps combine the average rating (out of 5) and the percentage of favorable ratings (3-5 stars) for apps with more than 50 downloads.

Highest-Rated Retailer Apps

Apple iOS

Average Star Rating

Favorable Ratings

Walgreens

4.5

82%

CVS Caremark

4.5

82%

Chick-fil-A

4.0

76%

IKEA

4.0

71%

Subway

3.5

73%

 

Google Android

Average Rating

Favorable Ratings

CVS Caremark

4.5

90%

Amazon

4.5

90%

Nordstrom

4.4

85%

Barnes & Noble

4.3

84%

Best Buy

4.3

84%

Walgreens

4.3

84%

Based on these results, Walgreens’ and CVS’ retailer apps were consistent on both platforms.

The drugstores’ “Utility” apps had high ratings because not only are they necessary for daily needs, but they also accomplish their purposes.

Lowest-Rated Retailer Apps

Apple iOS

Average Star Rating

Negative Ratings

Kohl’s

1.5

83%

Giant Eagle

1.5

70%

Michael’s Stores

2.0

74%

Bed Bath & Beyond

2.0

74%

Burger King

2.0

73%

Harris Teeter

2.0

73%

 

Google Android

Average Star Rating

Negative Ratings

Meijer

2.7

57%

Kohl’s

2.8

52%

Giant Eagle

2.8

48%

Retailers must take heed as if customers are inside the brick and mortar store when shopping within the app.

Xtreme Labs’ report on the top 100 mobile apps in retail shows that most Android and iOS apps have issues.

Many brands, such as IKEA and Michaels, receive negative feedback because their retail apps do not offer in-app purchases.

But most customers rightfully complained when apps on all platforms freeze or crash multiple times a day.

 

Top Five Issues Found in Android Mobile Applications:

Frequency of application crashes – 33%

App does not work as intended – 26%

Lack essential features – 25%

Poor design – 21%

Not user friendly – 17%

 

Top 5 Issues found in iOS Mobile Applications:

Lack features – 26%

Issues with constant force quitting and crashing – 23%

Poor design – 22%

Not compatible with different Apple products – 16%

Lack Passbook compatibly – 13%

 

What To Do

Before developing the mobile app, a retailer must create a complete list of features and a roadmap for integrating new features.

Expert app developers know the basic features a new app should have before its launch, and what features will arrive for future releases.

Xtreme Labs said that retailers must listen to customer feedback and reviews to see what else the mobile app needs.

Another tip is to look for a reliable development partner who can test the app under any condition to avoid crashes.

For this, automatic crash reports is the fastest way to determine critical issues that hamper a smooth user experience.

For more information, get a free copy of Xtreme Labs’ Retail Apps report here.

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Francis Rey Balolong

A coffee junkie who spends most of his time writing about the latest news on social media and mobile technology. I would definitely consider myself a nerd (in the coolest most hipster way possible). That being said, I love technology, music, writing, and all things mobile.
Tags: xtreme labs, retailer apps, top 100 retailers

Francis Rey Balolong the author

A coffee junkie who spends most of his time writing about the latest news on social media and mobile technology. I would definitely consider myself a nerd (in the coolest most hipster way possible). That being said, I love technology, music, writing, and all things mobile.
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