Don’t let shopping apps’ features take charge

Retailers such as Target and Amazon are embracing mobile applications to help consumers save money and time with features like digital wallets and augmented reality. When used strategically, apps can streamline in-store trips and online purchases, but shoppers could also find that convenience comes with a risk: impulsive decisions and overspending.

“Now shopping can be anytime, anywhere, multiple times a day, which is great for customers who value convenience,” said Casey Taylor, a partner in the Atlanta office of Bain and Co., a management consulting firm. “But for customers on a budget, what I would share as the primary caution is that it makes it very easy — almost too easy.”

Here’s how to get the most out of retail apps, while avoiding the downsides. up on your phone — and emails tend to “catch people at vulnerable moments,” enticing them to spend money on things they otherwise wouldn’t, said Marshal Cohen, chief industry analyst at the NPD Group, a market research company.

Data show that 9.6 times more users make a purchase when an app sends a promotional push notification compared with those who didn’t receive one, according to Leanplum, a mobile marketing platform. Notifications also increase the amount an average shopper spends 16 percent.

Take inventory and make a list of what you need. Shopping lists can deter impulse purchases by keeping specific merchandise top-ofmind. Most retailer apps make it easy to view and edit lists on your device.

For example, the app for Kohl’s enables shoppers to set a budget, and then automatically deducts the price of each item on the list.

Although storing shipping and billing information speeds up the checkout process, it can also smooth the way for frivolous purchases. Researchers have found that compared with cash, behind-the-scenes payment methods make shoppers feel detached from their money.

Instead, enter payment information each time, rather than saving credit card numbers or linking to a PayPal account. The extra step makes the exchange of money feel more real.

Through exclusive offers and built-in loyalty programs, “individual retailers’ shopping apps intend to lock in shoppers,” said Jie Zhang, a professor of marketing at the University of Maryland.

But using only one retailer’s app could mean missing out on opportunities to save money.

Use a price comparison tool, like ShopSavvy or Google Shopping, to locate the best price across multiple merchants.