Amazon Prime Day mobile dominance puts a spotlight on halo effect lacklustre

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Amazon Prime Day mobile dominance saw retailer’s apps struggling to compete with the rate of the annual shopping event, says new report by AppsFlyer.

The research analysed 100 retailers who own an app during Prime Day (15-16 July), revealing that Amazon dominated the annual shopping event, as other retail apps struggled to compete against the ecommerce giant.

According to the figures released today, the 48-hour event saw 65% of the surveyed retailers experience a decline in their apps installs. This is followed by more than half (52%) of respondents claiming they saw a decrease in in-app events, with a slightly larger share (53%) of the same cohort experienced a fall in sales on their apps.

Prime Day promised an expected halo effect on retail sales. The annual shopping event previously saw retailers leveraging its halo effect to convert bargain-hungry consumers. However, the findings underscore the changing retail dynamic. Retails need to remain flexible to adopt strategies that integrate developments in customer behaviour. They need to not reinvent the wheel but embrace the change. Understanding and anticipating the customer needs means remaining a competitive advantage over the competition.

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