Apps have been one of mobile marketing biggest success stories. While the launch of the iPhone in 2007 kick-started the smartphone revolution, it was the launch of Apple´s App Store a year later that really triggered the shift in consumer behaviour which saw the mobile phone central to people´s daily lives. Ever since, brands have found apps to be a great way to engage with consumers, the app´s place on their home screen giving the brand a direct line of communication with their customers.
And while brands from all sectors have leveraged the power of apps, retailers have, arguably, been ahead of the game. Teradata, is an international computer company that sells analytic data platforms, marketing applications and related services, surveyed the UK´s top 50 retailers, finding that 48% of the 50 had a mobile app.
Besides, retailers are using their apps to communicate with their aps users through push notification. Teradata found that retailers were missing a raft of opportunities to engage with their customers more effectively via apps.
While the cost of acquiring new uses for your app continue to rise, brands are finding it harder to see return on investment on their apps, with 70 percent of people who download an app having deleted or completely stopped using it within 30 days. Push message are a great, and essential way to engage active users, bring back dormant ones, and increase revenue by sending the right offer at the right time. Base on big data and users past behaviour, brands can individualize the content of their push messages as well as the timing for maximum results.
The study found that only one fifth of the 48 retailers were using push notifications as a way to engage consumers, and none of the retailers were using push notifications try to resurrect a sale when a mobile shopping cart had been abandoned before checkout.
Teredata also looked at a number at a number of other recommended app engagement tactics, and found that surprising few of the retails apps were using many of them. For example, only 19 per cent of the apps used demographic targeting to send messages based on the recipient´s age, gender and other demographic data points. One of the apps offered a discount on razor blades to a woman. None of the apps using push notifications included a call to action within the message to encourage the recipient to use the app to research or make a purchase for example.
Only 19 per cent of the apps sending push notifications made it easy to turn them off, which risk annoying users to the point of them deleting the app. And only 28 per cent of the apps offered users an incentive to visit one of the retailer´s bricks and mortar stores. More encouragingly, 63 per cent of apss offered users an incentive to buy online, leveraging the power of engagement to push for increased sales and revenue. In app messages are a great way to engage active users, especially those who opt-out of receiving push messages. The study revealed that 44 per cent used rich, interactive, in app messages to re-engage with consumers.
More encorangingly, 56% per cent of the apps, offered a Push Preference Centre, to allow the user to control the frecuency of push notifications and the types of content they would want to receive. 67 per cent of the apps asked the user to share their location in order to target them with relevant offers when they are close to a physical store. And 50 per cent of the apps in the study required users to sign in to the app, enabling the retailer to offer a far greater degree of personalisation by typing the app into it´s back-end CRM system.
It was not all good news, however. only 13 per cent of the apps sent messages personalised with the user´s name, despite the fact that such messages deliver a 40 per cent uplift in open rates. And only 21 per cent of the apps surveyed presented the user with a home page personalised to their interest and previous purchase or browsing activity.
You can fin more information and download the report HERE