Millennial B2B buyers are increasingly important in the marketplace. More than 8 out of 10 of them say that their mobile devices are essential to their work.
There are millions of mobile applications, or apps, for smartphones, tablets and other mobile devices. Statista, the statistics specialists, predict that mobile apps will generate around $189 billion US through app stores and in-app advertising by 2020, so the opportunity they represent is huge. However, B2B companies have been slow to adopt apps as part of their ecommerce strategy.
Amazon, eBay, and Facebook were amongst the first to recognise the potential of mobile apps. They put mobile app development at the centre of their digital business strategies, and they haven’t looked back.
Modern consumers are happy to buy, order, play games, plan, learn, socialise and work using apps. Since many B2B companies have registered trade customers that place repeat orders, an ordering app is a perfect solution. Wholesalers, distributors, and manufacturers can all improve and streamline their sales and marketing processes, increase engagement with buyers and improve conversion rates too.
Software-as-a-Service (SaaS) platforms like Cloudfy are leading the way, with an ordering app suitable for companies of all sizes and at all stages of development.
The expectations of millennial B2B buyers are higher than ever, driven by their online retail experiences. Being online all the time for work and leisure makes the demand of round-the-clock availability a priority.
In the retail context 95% of in-store purchases were influenced by a mobile ad or push notification, whether through direct engagement or calls to action.
Google’s ‘Win Every Micro-Moment With a Better Mobile Strategy’ says that people check their phones 150 times a day and on average they spend around three hours on mobile apps. Compared to mobile web interactions, mobile apps are fast, allowing buyers to access content quickly and improving overall user experience.
Mobile app preference
The 2016 U.S. ‘Cross-Platform Future in Focus’ survey showed that mobile apps were the preferred medium for mobile browsing. Here are just some of the reasons:
Dedication – Mobile apps are designed to make it easier for users to do what they need to do, delivering a better experience than mobile web browsers or even desktops.
Device friendly – Apps are designed to use the features of mobile devices easily, including the camera, location information and Bluetooth. A lot of processes are automatic, including checkout and payments. So, for example, credit card details can be read using the camera, so there’s no need to key in the numbers.
Speed – Apps load quickly and there’s no need to open a web browser or type in a web address and wait for the page to load.
What’s stopping you?
In the past, mobile apps were hard to build. Now, creating mobile apps is easier and more affordable, so their power is available, even for businesses with small budgets.
Providing accurate and detailed product information and prices is the top priority. Over 70% of mobile app purchases are influenced by promotions and discounts. Because mobile coupons can be created quickly and redeemed immediately, your mobile app can provide a convenient and cost effective marketing tool.
If buyers need to sign-up to use the app, you have immediately created a valuable marketing resource too.