Mobile phones are ruling the current market in the world. Mobile phones have become an integral part of the human beings. Mobile phones have helped in fulfilling the needs of the human being in the world. The mobile applications are developed to meet the requirements of customers in the market.
Business organization have also implemented various mobile applications that have helped in fulfilling the needs of the customer in the market. This report deals with the mobile application developed by the Coles Supermarket in Australia.
This report outlines the importance of the mobile applications in the business organization. This report also deals with the importance pf the mobile application in the business scenario.
Overview of the Company
The Coles Supermarket is one of the largest retail market company in the Australia. It was founded in 1914 in Melbourne by George Coles. It has now speeded all over the Australia having more than 100,000 employees at present. Coles is an online supermarket giant in the Australia. It has developed a B2C mobile application for the customers in the market. The mobile application is named as Coles App. This app has helped in smoothening the sales and buying behavior of the customers in the market. This app has allowed the customers to look for the new products and services provided by the company in the market. There are various catalogues provided in the applications that have helped the customers to analyses the product before purchasing it.
Features of the application
The Coles App has been given good ratings by the customers in the market. There are various features of the Coles App. The CEO of the company has provided with various features in the app is a part of the Celebrate Specials campaign. As commented by Tilevich and Kwon (2014), this app as designed to make savings of the customers. There are various discounts and coupons provided in the applications. Users and add their items in the shopping cart according to their choices. There are variety of ranges in the types of products according to their choice of the customers. Therefore, this application is a user-friendly application for the customers. There is a new tab named as My Favourite Products, where customers can store their favourite products from a range of products given in the application.
As mentioned by Hoehle and Venkatesh (2015), this mobile application can be accessed from Google Play Store and App Store. There is easy installation process of the application in the mobile. The interface of the application is very attractive and user-friendly that helps in attracting the customers to the application. The user have to create their account in the app that helps in making their profile and start their shopping with the help of app. This app also allows the users to register their flybuys loyalty card and make online payment through the card. There are various discounts and coupon codes for the loyalty card. A loyal customer of the company are provided with better opportunities for purchasing products and services at an affordable rate.
Benefits for the company
This mobile application has helped in increasing the business of the company in the country and all over the world. Most of the customers are using mobiles phones in recent years. Therefore, developing this mobile app has helped in providing a shop in their hands. As cmmented by Schobel et al. (2013), this application has helped in purchasing any product easily from the company. Therefore, the brand image of the company has improved in the market. The customers are enjoying their purchasing process form the application (Trevena et al. 2015). Therefore, the revenue of the company has been continuously increasing in the market. According to the survey, the market of the Coles have increased by 6% with the help of the mobile applications. This application as increased the number of customers for the company in the market.
Now, the customers can purchase any product of their choice right from their home. As commented by Flora et al. (2014), this application also provides home delivery service of the products ordered by the customer from the mobile application. Therefore, this app has able to maintain the customer satisfaction level for the company in the market. There is an increase in the number of customers joined with the company in the market.
Figure 1: Market growth of Coles
(Source: Flora et al. 2014)
The above figure shows that with the implementation of the mobile app of the Coles, the market share of the Coles has been increased in last ten years. The growth in the market share has able the company to rule the retail market in Australia. The customer satisfaction is the primary goal of the company in the market. The market revenues of the Coles supermarket has evolved with the implementation of the mobile application in the market. The user have to create their account in the app that helps in making their profile and start their shopping with the help of app. This app also allows the users to register their flybuys loyalty card and make online payment through the card. There are various discounts and coupon codes for the loyalty card. A loyal customer of the company are provided with better opportunities for purchasing products and services at an affordable rate.
The mobile application has able to create a channel between the customers and company in the sales of products and services in the market. As mentioned by Kumar, Krishna and Manjula (2016), the customers are benefited with the help of the mobile application of the Coles Supermarket. The Australian retail market has been continuously growing and providing various opportunities for different companies in the market. The Coles Supermarket has grabbed this opportunity and become a successful retail market giant in the market (Atapattu and Sedera 2014). According to the report of IBIS, Australians have spent $2.4billion shopping for groceries online. This has shown a huge growth in the market of 30 percent of the online market in retail world (Giles, Kraft and Henderson 2017).
Figure 3: Change in market growth
(Source: Giles, Kraft and Henderson 2017)
Figure 4: Market revenue of Coles
(Source: Pearson 2017)
This figures shows that the company have able to grow in the market at constant rate. The total profit has risen 4.3% from the previous value. Therefore, the mobile app has helped in finding a way to success of the company in the market. The company has able to maintain a long-term relationship with the customers in the market. The Coles Supermarket has able to provide career opportunities for the young people in the country.
Limitations of the Mobile Application
There are some limitations of the mobile app reported by the customers of the company. As mentioned by Mukhtar (2014), the customers have reported about the hanging problem of the application in mobile. The application used to stop responding many times as reported by the customers. The cost of the products in the applications is more than at the stores of the Coles. There is an extra charge for the home delivery of the products to the customers. As mentioned by Ball, Mouchacca and Jackson (2014), this charge is added with the pricing amount of the product. Due to high traffic in the application, the application becomes slow and the server gets down. This might create problems in the payment of the products and causes loss to customers.
Opportunities for the Application
There are various opportunities for the mobile application of the company. The market of the retail is still in its growing phase and providing lots of opportunity to the company. As stated by Pearson (2017), the company have started the Flybuys travel services for the tourists to travel all over the world. This information is also provided in the application. Therefore, the application can be used to book tickets for a trip to different places. The company is providing new look to the liquor shop in the market and updating the mobile application to provide new liquor to the customers. The company has focused on removing the issues obtained from the customers in the market. As mentioned by Hsiao and Hsiao (2017), the company is trying to remove the loopholes and gaps involved in the mobile application. The company have maintained a close look on various aspects of the mobile applications. The company has focused on improving the delivery system of the mobile applications in the market. Therefore, the mobile application has able to maintain the growth in the market.
It can be concluded that the mobile applications have helped business organisation in increasing the revenue of the company in the market. The Coles App has helped in increasing the customer relationship in the market that has increased the revenue of the company in the market. The company have started the Flybuys travel services for the tourists to travel all over the world. This information is also provided in the application. The application used to stop responding many times as reported by the customers. The cost of the products in the applications is more than at the stores of the Coles.
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