Without mobile apps, omnichannel efforts risk falling flat, rendering your approach ineffective

Elevating customer lifetime value

Research shows that customers who interact with a brand across multiple channels tend to be significantly more valuable over time. For example, studies reveal that omnichannel shoppers enjoy up to a 30% higher lifetime value compared to those who use only one channel. This means that when customers engage both online and in-store (or via mobile, social, etc.), they spend more and remain loyal longer, driving higher overall revenue for retailers.

Consistent, personalised experiences across channels

Consumers today demand interactions that are not only consistent but also deeply personalised, regardless of the channel. A unified omnichannel approach ensures that whether a customer shops online, via a mobile app, or in a physical store, they receive tailored recommendations and consistent brand messaging. Surveys confirm that around 80% of consumers are more inclined to purchase from brands that offer a tailored, cohesive experience. This consistency not only builds trust and loyalty, but also minimises friction throughout the buying journey, which is critical for enhancing customer satisfaction and long-term loyalty.

The competitive edge

By investing in omnichannel strategies, retailers are effectively aligning with the evolving demands of modern consumers. This approach enables brands to:

• Maximise revenue: Higher CLV and repeat purchases translate into robust long-term growth

• Build loyalty: Consistent, personalised experiences foster trust and emotional connections

• Stay ahead: Leveraging data from every touchpoint allows for agile adaptations and continuous improvements

Together, these elements create a virtuous cycle, delivering superior customer experiences that drive higher CLV, which in turn fuels further investment in personalised, seamless service.

However, without a singular thread weaving these efforts together they’re all useless. So I dare say; without Mobile, omnichannel efforts risk falling flat, rendering the entire approach ineffective.

The mobile imperative in omnichannel marketing

Mobile devices have become the primary gateway through which consumers interact with brands. A staggering 55.4% of internet users utilise their mobile phones to purchase products online, and 69.4% engage with shopping apps on their mobile devices. This shift signifies that more than half of online shoppers rely on mobile platforms for their purchasing decisions.

Furthermore, effective omnichannel marketing is built around a 360° view of the consumer, and mobile platforms offer the most direct way to engage them. In fact, push notifications see a 70% higher opt-in rate and achieve open rates that are three times higher than email, underscoring mobile’s crucial role in facilitating real-time, personalised conversations.

The pitfalls of neglecting mobile optimisation

Failing to prioritize mobile optimisation can have dire consequences for omnichannel strategies. Inconsistent branding and messaging across channels can lead to customer confusion and erode trust. 

Additionally, the absence of a robust mobile platform can hinder the collection of valuable customer data, especially since mobile is the platform which bridges the gap between on- and offline. This is essential for personalisation and targeted marketing and sales. Without insights gleaned from mobile interactions, retailers may struggle to deliver relevant content, leading to inefficient campaigns and lower conversion rates.

It also ensures a higher ROI on your marketing and sales effort. A mobile-first omnichannel strategy streamlines your approach. Knowing your customer and using the most receptive, personal channel (70% opt-in and 3x higher response rate), ensures laser-focused targeting, reduced waste, and a dramatic increase in efficiency. Freeing up your team’s minds and hands to focus on what matters most: building valuable relationships and driving growth.   

The loyalty factor: mobile as the linking pin

Doing omnichannel well means providing a holistic experience over all channels. The experience is the input, loyalty ensues with an increased CLV as an eventual output. However, in order to succeed with an approach like this you need a linking pin. 

Loyalty isn’t just about rewards programs; it’s the result of holistic, seamless, and personal experiences that keep customers coming back. A frustrating mobile experience, whether it’s slow load times, clunky navigation, or disjointed omnichannel integration, creates friction and kills loyalty. In contrast, brands that prioritise seamless mobile interactions see higher retention rates, increased app engagement, and stronger emotional connections with their customers.

When shoppers can easily browse, purchase, and engage across channels without frustration, they’re far more likely to remain loyal, which in turn drives up customer lifetime value by encouraging repeat purchases and sustained engagement over time. In fact, studies show that 90% of consumers expect consistent interactions across channels, and failing to deliver that consistency not only leads to churn but also diminishes the long-term revenue potential of each customer. In short, if your mobile experience is broken, so is your ability to build lasting relationships and maximise lifetime value.

Real-world implications

The retail landscape is full of examples that underscore mobile's critical role in omnichannel success. Major brands like Walmart have bolstered their mobile apps with features such as geo-fencing and wish lists, ensuring a seamless shopping experience that bridges online and offline interactions, highlighting mobile as the cornerstone of a successful omnichannel strategy. 

In a similar vein, our client Co-op achieved an impressive 12:1 ROI by earning £12 for every £1 invested in its member app, with 26 million personalised offers redeemed in 2024. For another client, ASDA, we were able to help grow their active app userbase by 2.8M in the first 6 months, whilst saving costs in other areas. For Domino’s, we created an improved app user journey which helped entice customers from web to app - where 80% of customers now choose to order. We were able to provide a more personal experience, growing the CLV with of new app users.

“Retailers must recognise that mobile devices are the thread weaving together the fabric of modern consumer interactions.” - Coen Doolaard

Meanwhile, retailers that have neglected the mobile component have faced challenges. Brands that fail to integrate mobile effectively into their omnichannel approach often encounter fragmented customer experiences, leading to decreased loyalty and lost sales. In today's market, consumers are quick to abandon brands that do not meet their expectations for seamless, cross-channel interactions.

In summary

When it comes to omnichannel marketing, an exceptional mobile experience is not merely advantageous; it's indispensable. Retailers must recognise that mobile devices are the thread weaving together the fabric of modern consumer interactions. Neglecting this critical component is tantamount to rendering an omnichannel strategy obsolete. To thrive in this competitive landscape, businesses must place mobile optimisation at the forefront of their efforts, ensuring that every touchpoint resonates with the seamless, integrated experience that today's consumers demand.