Rovertown report points to gaps in convenience store mobile app strategies — Retail Technology Innovation Hub

A new report from Rovertown sheds light on the state of convenience store mobile apps and exposes strategic flaws in how retailers approach them.

“The Dawning of the Digital Convenience Store takes a close look at the direction in which digital innovation is moving and the obstacles that stand in the way of convenience retailers. Our goal is to generate important conversations within leadership teams to help them chart the way forward,” says Michael Rzeznik, co-founder and CTO of Rovertown.

Key highlights include:

Despite the widespread rollout of mobile apps in the years before the Covid-19 pandemic, many retailers’ offerings lacked functionality to serve customers who were suddenly afraid to shop in a physical store.

Brands like Domino’s were prepared, however, having invested in digital commerce and delivery infrastructure over the previous decade.

Consumer smartphones are coveted real estate, and retailers must compete with powerful and compelling apps from brands like Chick-Fil-A and Starbucks. Tailoring apps only around narrow use cases, such as loyalty programs or fuel payments, limits their appeal and relevance.

From self-checkout to delivery, recruiting, mobile ordering, custom menu customization, e-commerce, subscription programs, and more, mobile apps will be a crucial interface on which customers tomorrow will rely on when interacting with convenience retailers both on- and off-premise.

Just as merchants can easily leverage the Shopify platform to compete with Amazon, convenience retailers of all sizes need the ability to quickly deploy mobile apps that meet the standards set by big brands like Chick-fil-A and 7- Eleven.

While convenience commerce lacked a “Shopify solution” and was limited to a choice between poor quality white label apps or expensive custom apps, the recent introduction of app platforms has opened up new opportunities for brands that are not served by either side of the existing one. solutions.

“Now is the time for retailers to seriously think about what they need to move forward with their mobile apps,” said Jeffry Harrison, co-founder and president of Rovertown.

“Apps will be the connection point for the technology integrations retailers are turning to to improve the physical and digital customer experience. Convenience stores are experiencing their greatest opportunity with the advent of app platforms. »

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