SAN JOSE, Calif. — Deals and discounts reliably drive downloads of retailers’ apps but rarely do much to sustain shopper engagement, according to a report from Adobe for Business.
Most retail apps don’t survive contact with the home screen: Nearly three in four customers say they’ve downloaded a brand or retail app for a one-time discount or purchase, only to delete it shortly afterward, according to an Adobe survey of 1,000 app users.
“Customers are downloading more retail apps than they regularly use. On average, consumers report having 10 retail or brand apps on their devices, but only five have been used in the past month, and three have never been opened at all,” Adobe says. “While loyalty programs and promotions remain strong acquisition tools, they are not enough on their own to sustain engagement.”
Customers may install apps for discounts or loyalty perks, but they keep apps that continue to save time, simplify shopping, and deliver continued value throughout the customer journey.
For retailers, post-purchase support presents a significant opportunity. Features such as order tracking, returns, and loyalty management are the AI-powered capabilities customers desire most.
Adobe says the report highlights the growth of conversational commerce, defined as the ability for customers to ask questions, discover products or services, and receive relevant suggestions from real-time interactions through natural conversations with an AI assistant or chat experience.
“For brands, conversational commerce can reduce friction and create more personalized, responsive mobile shopping experiences,” the report’s authors assert.
“AI shopping assistants play a growing role in this by helping customers more intuitively navigate discovery, recommendations, support, and post-purchase interactions,” Adobe says. “AI-powered retail apps can continuously adapt to customer intent, preferences, and shopping behavior over time, instead of acting as static storefronts.”
Survey results suggest customers’ favorite retail app categories. These are:
• Grocery and food delivery (39%).
• Apparel and accessories (25%).
• Consumer electronics (11%).
• Beauty and personal care (7%).
• Home goods and furniture (5%).
