In a blog post leading up to the Google I/O developer conference, we highlighted how Progressive Web Apps will lay the foundation for a better way for marketers to reach and engage their customers. Let’s dive deeper into the benefits and the opportunities that this new technology presents for retailers and brands.
The New Gold Standard
Progressive Web Apps as envisioned by Google are creating a new gold standard for the customer experience that shoppers will come to expect from retailers. A Progressive Web App is effectively a next-generation app that streams to a customer’s device and is fully indexed by search. This means that mobile users will one day have apps without having to download them, which, for retailers, offers the promise of a more frictionless experience for shoppers looking to search, buy, and checkout quickly.
The new standard means that in order to meet customer expectations, retailers will need to bring app-like experiences to mobile websites, including personalization and targeted offers.
The good news is that with Progressive Web Apps retailers can improve the customer experience for their online audience through both an app-like mobile web experience, and iOS and Android apps. They can also offer better customer service, better loyalty programs and better re-engagement campaigns.
Top 3 Benefits of Progressive Web Apps
There are three benefits of Progressive Web Apps that enable retailers and marketers to drastically improve the customer experience:
- Speed. Websites built with Progressive Web App technology are significantly faster. Unlike traditional websites, they are made for mobile and made for speed – a shopper can buy a product in just a few quick taps. These websites also enable an offline mode, so that customers can continue browsing in poor wireless reception areas like on public transit. Faster websites have higher conversion rates, so websites built with Progressive Web App technology can result in increased revenue.
- Quick Path to Native Apps. In the past, retailers felt they had to choose between building a mobile website or building a mobile app. With Progressive Web Apps, they can get both. Retailers can take the Progressive Web Apps experience, and using a technology like Mobify, publish that experience in a native app to the Apple App store or the Google Play app store – thereby eliminating the need to choose between web development to reach a wider audience, or app development to engage the most loyal customers. Integrating the development and maintenance of web and apps lowers costs significantly.
- Push Notifications – Now on the Web. Progressive technology integrates push notifications into web browsers. Web push notifications are an exciting way to interact with mobile customers because they’re native to the mobile device and can be personal and timely. Many retailers are seeing better engagement and metrics with push notification campaigns than they do with email campaigns.
Overall, the Progressive Web App movement elevates the customer experience and makes it easy to create personalized, tailored marketing campaigns based on a customer’s behavior and location.
Leveraging Progressive Web App technology through a platform like Mobify should be a part of every retailer’s mobile customer engagement strategy. The mobile web experience that consumers will come to expect will only be possible through this type of technology that enables a more personalized, faster and more engaging experience.