Mobile App Case Study - Sam’s Club

Sam’s Club‘s newly launched mobile application (available on iPhone, Android and Blackberry) offers a good example of a well designed mobile application. Here are three of the reasons I think their mobile application will be a success:

1) The application is more than just a mobile version of their web page.
Yes, mobile web is a very important part of mobilizing your brand. But the line between mobile application and mobile web page seems blurred with many companies. For instance, the Weather Channel‘s mobile app is not significantly different than their mobile web offering. If you are going to develop a mobile application, take advantage of the features that the application framework makes available. If you aren’t planning on doing that, then the ROI isn’t there for an application.

2) They incorporate other mobile technologies into the application.
For instance, the app contains a bar code scanner that the customer can use to scan products in the store. This will bring them to a product page that offers pricing, reviews, etc. Another example is the delivery method. The application itself is downloadable through a QR code available on the web site. Consumers who use mobile apps are also likely to use other mobile technologies. Incorporating them into the application (in a useful way) allows for a well rounded user experience.

3) They are actively soliciting feedback from consumers.
There is a section on the desktop web page entitled “Improve the Sam’s Club Mobile Application” that allows users to submit ideas and vote them up. The top idea right now is “Use the application as my Membership card.” Having user submitted suggestions helps give ownership to the consumer, and improves the application experience at the same time.

Overall, the app is responsive, easy to navigate and use, and meets most of my needs as a consumer. Sam’s Club obviously put a lot of thought into this mobile campaign, and I think their effot is going to pay off in spades. A very good example of the right way to do a mobile app.