This method also frustrates users because it takes more time to confirm purchases and redeem rewards.
Because apps are siloed, it’s hard for individual shopping apps to catch on. (This is, of course, great news for Amazon.)
“You have to be cross-contextually relevant,” said Leach. “It’s why no one uses single-retailer apps.”
For instance, while Hotels.com’s app has 50 million downloads, according to Paul Cunha, senior director of business development, people tend to delete hospitality apps. They also only see steady traffic from regular travelers.
With Ibotta, Hotels.com can reach people shopping for travel deals outside its own property, and also pay to put a deep link in front of a relevant user, like someone who used to have the app downloaded.
On the web, a Google user or a fashion blog reader can seamlessly transition into a Macy’s shopper if he or she clicks on the right link. The app ecosystem lacks these kinds of jumping-off points.
During a beta period in August, Button’s app partners have seen a total of $1 million per week in spending via Ibotta. It’s incremental revenue, but a welcome sign for mobile-based players hungry for ways to find shoppers.