ARC REPORT BY APPLAUSE • OCTOBER 2016 HOW FRENCH CONSUMERS RATE THE MOST DOWNLOADED APPS

Measuring app store reviews reveal the perceived French retail app leaders.

By Ben Gray, Digital Experience Analyst, Applause

70/100 The weighted mobile sentiment average of the 32 most downloaded Android and iOS retail apps in , as provided by app market intelligence vendor Apptopia.

France Saw Nearly €18 Billion In 2015 Web Sales

ccording to Internet Retailer 2016 Europe 500, 73 out of the 500 largest eTailers hail from France. They earned €17.89 billion in A 2015 Web sales—approximately 12% of Europe’s total haul of €145.01 billion.

More than 40% of mobile shoppers in France who made purchases online did so via a mobile app, according to comScore. With transactions shifting to—or influenced by—mobile apps, ARC from Applause analyzed the mobile user sentiment of the 32 most downloaded retail apps over the previous 6

months, as provided by app market intelligence vendor Apptopia. 1 Retailers Discount Their mCommerce Potential

ARC’s mobile sentiment analysis of the native Android and iOS apps spans nearly 250,000 French app store reviews across Apple App Store and Google Play. Star ratings and user reviews were crawled by Applause Mobile Sentiment Analysis and are measured on a 100-point mobile experience scale. ARC stack ranked the 32 retail apps based on a weighted average of their Android and iOS mobile user sentiment scores as determined by volume of app store feedback (see Figure).

Boston-based Apptopia provided ARC with a list of the top 400 ecommerce and retail apps in France as the basis for the ranking. ARC analyzed the quality of apps with a minimum of 147 reviews to discover the top 32.

French Retail Mobile App Sentiment Takeaways:

•• Retail customer experiences span physical and digital worlds. It’s time that retailers reset the expectations of their customers by launching and sustaining high-quality digital experiences across Web, mobile and in-store. •• Retail apps encompass the entire shopping experience. Retail apps include lifestyle discovery tools, shopping apps, in-store tools, reward cards, digital wallets and beyond. •• Mobile shoppers easily spot the good apps from the bad. Across the more than 30 million apps Applause Mobile Sentiment Analysis crawls in real time, the average is a 67.3. These retailers beat this global benchmark, with an average of 69.6. The average is superior to our recent study of the 50 retailers with the most sales from mobile apps with a 52 and last year’s study of the 95 2 most popular retail apps with a 43. •• Ten popular apps earn top marks. Ten apps earned weighted averages of 75.0 or greater based on more than 1,000 reviews: •• Polyvore (93.5 weighted average, ~1.2K reviews) •• Stocard (88.5, ~4.4K) •• ASOS (88.0, ~3.9K) •• Lidl (84.6, ~5.4K) •• SheIn (83.7, ~1.5K) •• Groupon (80.0, ~28.2K) •• Wish (78.6, ~44.7K) •• Zalando (77.5, ~2.4K) •• Geek by Wish (76.4, ~13.1K) •• Home by Wish (75.8, ~1.6K).

•• Top apps have common features shoppers desire. Based on the highest-rated apps, French shoppers value relevant in-app push notifications (e.g., order status, sales alerts), simple transaction flows, elegantly-designed product discoverability, personalized experiences, social engagement, rewards programs, location- based services, flash deals and boot sales. •• Low-rated apps suffer from multiple symptoms. Poorly reviewed apps are peppered with complaints of freezes, slow performance, blank screens, error messages, disruptive ads, limited payment support options, updates that seemingly weren’t tested prior to release or the lack of recent updates. 3 •• Amazon is entrenched in France, and it is expanding... Amazon announced that it is expanding its French presence to approximately 4,000 employees in 2016 across its four distribution centers, per Telecompaper. But Amazon lags somewhat in digital delight with a 72.1 weighted average among French consumers— leaving the door open for competitors to differentiate through higher quality experiences. •• ...Diminishing mind share potential for French retailers. Several large retailers in France face the reality of diminished local mind share because of their lack of apps or subpar mobile presence. Based on the Internet Retailer 2016 Europe 500, top merchants that either do not have apps or do not have enough downloads or reviews to qualify for ARC or Apptopia’s top 50 lists include: vente-privee.com (No. 8 on Internet Retailer’s list), E.Leclerc (13), Groupe Auchan (14), Carrefour (16), CDiscount/ Groupe Casino (17), LVMH (46), Showroomprivé (54), La Redoute (55) and more. These retailers have incentive and motivation to further invest in their mobile strategy. •• The leading fashion design country lacks FR-designed apps. French consumers are predominantly downloading US, UK, German and Chinese fashion apps, leaving French-designed apps on the proverbial discount rack. Will French fashion designers and retailers become more competitive in 2017? French—and global—consumers can only hope. •• The expectations of digital experiences continue to rise. The apps economy is almost 10 years old and apps become more sophisticated and refined every year. It is imperative for retailers

4 to embrace digital-first strategies that raise the bar for quality to ultimately deliver rich customer experiences that accelerate growth. We hope this report serves as a shortcut to understanding what the leading retailers in France are doing to sustain their mobile leadership positions.

MOST DOWNLOADED RETAIL APPS AS RATED BY FRENCH CONSUMERS

Polyvore 93.5 646 537

Romwe shopping BY ZZKKO 92.7 481 363

Barcode scanner de codes barres BY GEEKS LAB 89.0 407 N/A Stocard 88.5 3,631 760 ASOS 88.0 1,714 2,230 Lidl 84.6 4,949 483 SheIn 83.7 890 572

Shopfully BY DOVECONVIENE 83.0 313 74

Shpock BY FINDERLY 82.0 124 23 Groupon 80.0 9,629 18,610 Alibaba.com B2B Trade App 79.0 205 36 Wish 78.6 39,119 5,543 Zalando 77.5 1,981 400

Geek BY WISH 76.4 11,309 1,765

Beep'nGo - Wallet & Coupons BY MOBEAM 76.0 867 N/A

Home BY WISH 75.8 1,459 133 Amazon FR 72.1 1,681 1,054

AliExpress Shopping App BY ALIBABA 71.1 6,160 1,020 eBay 68.4 9,581 8,992 Wallapop 68.2 627 510

Bershka BY 68.0 40 146

Leboncoin BY LBC FRANCE 63.4 27,944 11,452 Showroomprive 63.3 4,340 8,447

Barcode Scanner BY ZXING TEAM 62.0 3,017 N/A Etsy 58.5 217 160 Apple Store 57.0 N/A 763

PULL&BEAR BY INDITEX 49.8 172 166 vente-privee 49.6 3,622 2,197 Catalogue IKEA 44.9 828 2,004 MANGO 44.8 150 289 Cdiscount 35.0 3,207 3,111 H&M 24.5 729 354

SOURCE: ARC FROM APPLAUSE, OCTOBER 2016

5 Complementary Calls And Onsite Workshops

Applause is making this report’s author available for calls and onsite workshops that will enhance understanding of touchpoints across your customer journey, share insight into the best practices that industry- leading brands have embraced and determine how your company can get to market faster with a rich digital presence.

Interested? Contact [email protected].

About ARC

ARC from Applause is a research group dedicated to providing insights on the apps economy. ARC leverages data from a variety of sources, including proprietary Applause data, to provide a comprehensive view of app quality. ARC combines this with analysis into reports to help brands understand what’s happening in the apps economy.

Learn more at http://arc.applause.com.

About Applause

Applause is a digital experience testing company, empowering companies to deliver great digital experiences - from web to mobile to wearables to IoT and beyond. By combining in-the-wild testing services, a robust platform and an extensive global community, Applause helps companies achieve the quality they need to thrive in the digital economy. Thousands of companies—including Google, Fox, Amazon, Concur and Runkeeper—rely on Applause.

Learn more at www.applause.com and follow @applause on Twitter. 6