The landscape of mobile applications is undergoing a significant transformation in the UK retail sector, reminiscent of the early days of the smartphone revolution. As we step into 2025, the integration of artificial intelligence (AI) and a growing appetite for video content are reshaping how retailers engage with customers. With Google’s dominance as the primary gateway to online shopping increasingly challenged, a mobile app resurgence is emerging as a pivotal force.
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Innovating Mobile Retail Experiences
Sienne Veit, a pioneer in mobile retail, previously held key positions at Marks & Spencer and Morrisons before advancing to senior roles at John Lewis and Kingfisher, where she led significant digital initiatives. Veit points out that earlier mobile apps were essentially websites reformatted for mobile without leveraging the full capabilities of smartphones. “They lacked the ambition to enhance user experiences through features such as location services, cameras, or NFC/Bluetooth technology,” she explains. After establishing her consultancy, Invisible Stuff, in 2023, she emphasizes that we are on the verge of a digital revolution that will elevate the importance of mobile applications for retailers.
Strategizing for Success
Veit’s vision for successful mobile apps in 2025 begins with a well-defined app strategy that aligns with the overall business objectives. Her experience at John Lewis revealed that customers who utilized the app were not only more frequent shoppers but also significantly more valuable across various channels. “Our approach prioritized the app for customer retention and relationship building, turning it into a loyalty hub,” she notes. Similarly, Mamas and Papas has recently launched its mobile app using Poq’s platform, designed to provide expert guidance and a seamless shopping experience for parents, suggesting that modern apps should encompass more than just transactional elements.
Building Internal Capabilities
Once a retailer identifies the desired functionality for their app, Veit advises assessing whether it can be developed in-house or if external partners are needed. She highlights the importance of collaboration between third-party developers and internal teams to enhance capabilities. Retailers also need to consider the tools that facilitate data access and their compatibility with native apps. According to Veit, finding A/B testing platforms tailored for apps can be challenging, and she recommends specific suppliers to validate return on investment effectively. Additionally, understanding the source of user traffic is crucial for deciding whether to prioritize iOS or Android versions of an app.
Advancements in AI and Technology
In May, MandM, an online fashion retailer, launched its mobile app that leverages Google Cloud and Contentstack technologies, enhancing product discoverability through AI-driven search capabilities. Ocado’s new app also aims to improve product visibility while introducing features like a recipe binder for meal inspirations. Retailers are increasingly focusing on content and features that enhance user engagement, with live shopping experiences gaining traction. Zara is leading this trend in Europe, having successfully trialed live streaming in China, allowing shoppers to purchase items featured in real-time broadcasts.
Embracing Continuous Evolution
MandM’s app, developed in partnership with Valtech, is built on a scalable framework that allows for ongoing user interface enhancements. Tom Goode, MandM’s customer and e-commerce director, expressed that the new app not only brings advanced technology but also fosters innovative approaches to product development and prioritization. Veit acknowledges the exciting possibilities that generative AI offers for shopping experiences, particularly through voice and visual capabilities.
Leveraging Extended Reality
Jay Johnson, CEO of Poq, highlights the potential impact of augmented reality (AR) in retail, advocating for a focus on augmented experiences rather than virtual reality. He envisions a future where consumers can use mobile apps to identify product availability based on real-world encounters, similar to the functionality of Screwfix Lens. Veit further emphasizes the necessity for retailers to optimize their app visibility in app stores and integrate app notifications with marketing automation systems.
Harnessing App Potential
With AI’s emergence, retailers can enhance hyper-personalization and streamline product discovery through mobile applications. Johnson explains that the future of shopping apps will capitalize on their inherent strengths—immediacy, mobility, and exceptional user experiences—while leveraging first-party data to gain insights into consumer behavior. Ikea’s recent app updates include enhanced 3D visualizations and personalized recommendations, reinforcing the importance of tailored experiences for customers.
Analytics-Driven Decision Making
For Mamas and Papas, the app is already yielding positive results, with an average user session lasting around 10 minutes, surpassing engagement on their mobile and desktop websites. Johnson emphasizes that navigating the myriad possibilities for mobile apps should be guided by analytics to align with business goals. As personalization becomes a standard expectation, retailers must leverage first-party data to gain valuable insights into customer intentions and pain points throughout their shopping journey.
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