Application of Mobile Apps in Stores

In the context of globalization and large-scale competition on the market, commercial enterprises are forced to apply innovative solutions to sustain their businesses and increase their profits. One of the possible innovative solutions is the introduction of mobile applications in stores. The mobile phone has ceased to be a device intended only for communication with other people, and today its application is manifold. Mobile applications have found their purpose in the trading business through the application of new business models: for promotions and coupons via text messages, product notifications, bid analysis of the competition, etc. These are just some of the uses of mobile apps that can influence buyers' decisions. Hence, mobile applications, i.e. the trade companies that use them, make it easier for the buyers to purchase products, keeping the buyers updated at the same time. Sales via mobile applications have an increasing share in the realized sales, and is becoming ever more simple and more accessible due to an increased use of smart phones. Furthermore, it consists of only a few steps and requires much less time to conduct a purchase. The paper analyses the trends regarding the use of mobile applications in the trade business and some types of mobile applications.