Mobile Shopping Apps as a Source of Inspiration in Retail: A Case Study Based on EDEKA and IKEA

Abstract

This study investigates the strategic implementation of mobile applications (apps) by retailers to foster consumer inspiration and drive in-store patronage, addressing a recognized research gap in this domain. Utilizing a comparative case study approach, the content-driven and functional elements of the EDEKA (food retail) and IKEA (home furnishings) apps were analyzed. Findings indicate that both retailers deploy distinct yet effective app strategies. The EDEKA app emphasizes efficiency-oriented features complemented by content aimed at culinary inspiration, leveraging gamified loyalty programs to enhance engagement. Conversely, the IKEA app prioritizes a technology-mediated experiential journey, integrating augmented reality for product visualization and personalized recommendations. Both platforms demonstrate adherence to established principles of user experience design and employ features conducive to app "stickiness," a critical determinant of purchase intent. The analysis provides actionable recommendations for enhancing inspirational elements within these retail apps, including personalized content delivery, integration of social commerce, and strategic use of influencer collaborations, contributing to the empirical understanding of digital inspiration in retail contexts.