Why should companies with physical locations embrace app usage?

Analysis of Correct Answer(s)

The correct answer directly addresses the synergy between a digital app and a physical store. The statement that over half of consumers use mobile apps while shopping in-store highlights a critical, existing consumer behavior. This presents a powerful opportunity for companies to:

• Engage with customers at the point of purchase.
• Enhance the in-store experience with features like product information, loyalty programs, or special offers.
• Bridge the online and offline customer journey, directly influencing purchasing decisions and increasing sales within the physical location.

This answer provides the most compelling strategic reason for a brick-and-mortar business to invest in an app, as it leverages how customers are already behaving.

Analysis of Incorrect Options

• Apps encourage newsletter subscriptions: While an app can be a channel for sign-ups, this is a secondary benefit and a marketing tactic, not the core strategic reason for a physical store to embrace app usage.
• Mobile apps help build brand and website awareness: This is a general benefit of apps for any business, not specific to companies with physical locations. The question focuses on the unique value for businesses with a physical presence.
• Apps inform potential customers of opening and closing times: This is a very basic feature. Such information is more easily and commonly found on a company's website or Google Business Profile. It does not justify the investment in developing and maintaining a dedicated application.