STAMFORD, Conn. – Mobile shopping is growing, in part because consumers are downloading retailer mobile apps at double the rate of last year and making more in-app purchases, according to findings from Synchrony, a consumer financial services company.

The mobile channel is becoming more critical for retailers, and time-crunched consumers are leveraging apps to buy, browse, check reviews, access coupons and locate a nearby store.

According to the Synchrony 2018 Digital Study, 67% of consumers have downloaded a retailer’s app. More than half of those did so specifically to receive a coupon or discount offer. Nearly half of consumers that have downloaded a retail app use it to make purchases.

“In today’s competitive landscape, a mobile application is not just another piece of technology for retailers. It is a vital tool to engage shoppers with their brand,” said Maya Mikhailov, senior vice president and chief marketing officer of GPShopper, a developer of mobile apps acquired by Synchrony in 2017.

As retailers develop more mobile apps, Synchrony suggests these tips for enhancing the customer experience:

• Provide a consistent customer experience across all channels
• Engage with customers in a personalized manner by leveraging data and analytics—provide unique offers and discounts via mobile to further extend brand loyalty
• Offer simple, easy payment solutions that are seamless and secure