The fast development of mobile applications has been revolutionizing the retail environment, which has affected consumer behavior and buying patterns. This paper explores how mobile applications can influence consumer retail experience in Delhi in terms of the usability, security and personalization of the app. It used a quantitative, cross sectional research design and the data were obtained by use of structured survey on 398 retail consumers. The proposed study employed validated multi-item scales in the measures, analyses were done in IBM SPSS Statistics 26 (descriptive, correlation, and regression) and in AMOS 24 (Structural Equation Modelling (SEM)). Findings show that usability of applications (Beta = 0.34), security (Beta = 0.27), and customization (Beta = 0.38) have a significant positive impact on consumer experience which consequently positively influences purchase intention (Beta = 0.41). Descriptive statistics indicate that there is high activity with 150 users accessing retail apps on a daily basis. Validity and reliability tests confirm the strength of measurement. The results emphasize that the strongest impact of personalization on experience and intention can be seen, which speaks in favor of custom features of the apps. These findings imply strategic suggestions on the retailer to maximize the design of mobile apps to maximize consumer satisfaction and sales.
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