Dive Brief:
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A Chicago software startup has introduced GimmeAnother, an app that enables customers to set up a personalized marketplace to instantly reorder past purchases.
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The app was developed after GimmeAnother found that consumers prefer not to reorder through a retailer’s web site as a new purchase, but don’t necessarily want to set up subscriptions that may not time purchases appropriately, either.
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Participating retailers pay GimmeAnother a 6% fee on purchases.
Dive Insight:
This app capitalizes on a consumer preference that many retailers probably hadn’t thought of — that subscriptions automatically re-ordering past purchases are too automatic, while going through a retailer’s website to re-order something is a bit cumbersome.
“We’re constantly doing surveys across multiple industries and data that indicates strong consumer demand,” says GimmeAnother’s operations manager Kevin Cullum. “For example, of 18-24 year olds who have an iPhone and order diapers/baby wipes online, 59.5 percent said they’d prefer to hit a re-order button on their iPhone, rather than going back through the retailer’s website check-out process, to get more diapers or baby wipes.”
A recent Accenture Seamless Retailing survey has found that twice as many people in 2013 were comfortable buying things on their phones as the year before. Until retailers figure these things out on their own, savvy m-commerce app developers will be there to fill the gap.