Brands have been pursuing omnichannel for years. Yet many still struggle with siloed channels – held back by legacy tech, disconnected data, and inconsistent branded experiences.

Apps offer a way to cut across the divide, creating a space where digital and physical journeys come together. In this space, brands and retailers can connect product discovery with promotions, put loyalty in the pockets of customers, and deepen the brand experience. 

But it’s not about building an app for the sake of it. It’s about building the right app. One that integrates with your ecommerce stack and evolves alongside your customer expectations. It’s about creating connected experiences.

So let’s take a look at the 7 most key features of an app, how brands are using them to bridge online and offline, and the role of our Shopper App solution in helping businesses innovate faster.

1. Targeted promotions and app exclusives 

Promotions are easy to give out, making them feel personal is the challenge. Apps give retailers the ability to push tailored offers and early-access drops directly to their most engaged customers, bypassing crowded inboxes and social media algorithms.

When those promotions are app-exclusive, they help to drive conversions. Whether using traditional app development or Shopper App, teams can manage exclusive content directly.

Example

Gymshark users receive back-in-stock notifications on the app, as well as options to manage orders and build wishlists. London-based users will gain access to upcoming events that the brand hosts as its flagship store on Regent Street, including free workout classes.

2. Loyalty program integration 

Apps help bring loyalty into the flow of the customer journey, allowing users to track points, apply rewards, and access all their loyalty perks, whether they’re shopping in-store or scrolling at home.

This isn’t just about convenience but about removing friction. If your customers need to log in to a website, check an email, or dig out a card to get the benefits, they probably won’t. Embedding loyalty directly into an app keeps it front and center.

Example

H&M seamlessly integrates its loyalty program into its mobile app, allowing customers to track points, choose payment options like pay later, access member-only benefits.

3. Swipe to like 

We’re all used to swiping; it’s become an expectation on mobile. Its interactive nature can also help create a more intuitive digital commerce experience.

With swipe-to-like functionality, customers can quickly build wishlists, signal preferences, and come back to purchase later.

And it’s not only nice UX; it creates a data channel to understand your customers better. Swipes reveal preference patterns and intent, giving brands and retailers insight into trends. And because this interaction feels natural, customers are more likely to engage.

Example

Cotton On has easy add-to-wishlist functionality for personalized shopping experiences. Users are shown products selected from a category, swiping left if they don’t like it and right to add it to their wishlist.

4. Product bar scanner 

You’re in-store, you find something you love, but your size is out of stock. Disappointing for the customer, a lost sale for the business.

A barcode scanner built into your app can help customers scan the item, see available variants, and either buy online or find nearby stores with stock.

This feature empowers customers while supporting store teams and maximizing inventory visibility. And because it connects physical and digital, it provides an omnichannel experience that adds flexibility to the way people shop.

Example

A premium sportswear brand integrates product bar scanner functionality into its app, allowing customers to scan products in-store to check availability of sizes, colors, and product variations online or in nearby stores.

5. Push notifications 

Push notifications are one of the few direct, real-time communication tools. When used well, they’re powerful ways to drive engagement.

They can re-engage lapsed users, promote new arrivals, highlight abandoned carts, and build excitement around a product launch.

But context matters. The best push strategies are subtle and relevant.

Example

Sephora has developed an excellent push notification strategy that sends creative location-based alerts to customers about nearby events, exclusive offers, and flash sales tailored to their browsing and shopping history.

6. Store locator 

Even as digital commerce grows, customers shop online and in-store – researching on one channel and buying through the other.

Apps can integrate online and offline by helping customers find stores, check availability, and choose how they want to receive their order.

An integrated store locator connects inventory, location data, and user preferences to offer real options: click and collect, ship-to-store, local stock alerts.

This is one of the simplest ways to create connected experiences between the screen and store.

Example

Nike’s mobile app provides a holistic browsing experience. It lets users browse products with reviews, complete the look features, live customer service chat, and connect with same-day pick-up locations.

7. Click and collect 

Click and collect has become an essential feature for retailers, allowing customers to browse and purchase products online, then collect in-store, creating a faster and more flexible shopping experience.

It’s not just about saving time; the added benefit is allowing customers to avoid shipping fees.

By integrating click and collect directly into your app, you can offer customers more control over their shopping experience, especially during peak seasons when in-store shopping might feel overwhelming.

Example

Starbucks has perfected the click and collect experience. It allows customers to order and pay ahead for drinks and food, then pick them up at their preferred store – with the added benefit of customizing drinks and accessing rewards points.

Shopper App 

Building an app doesn’t mean starting from scratch.

With Shopper App, you can extend your existing commerce platform into a mobile experience, helping to power omnichannel capabilities.

It connects your existing storefront with the native capabilities of an app, helping to lower costs and accelerate time to market.

By integrating key features like targeted promotions, loyalty, push notifications, and product scanning, you can meet customers wherever they are, whether online, in-store, or on the go.

To build an app that drives AOV, revenue, and long-term growth, check out Shopper App.