Mobile App is important for brand and business

Mobile App is important for brand and business

The brand app is no longer just a gimmick to assuage smartphone-addicted millennials. It’s considered a crucial part of a company’s financial strategy. Shoppers in the United States were expected to make $118 billion in retail purchases through their smartphones in 2018, up from $13.4 billion in 2013, according to Forrester Analytics. There are more app development miami company for your service.

“If you’re a brand and you don’t have an app strategy or you aren’t investing in your app development, then its going to be really hard for you to engage and monetize the fastest growing population, which are mobile shoppers,” said Jon Hudson, vice president of customer solutions and innovation at Criteo, a digital marketing and technology firm.

There is little hesitation about dumping a brand app that is slow, crashes, has a poor layout, doesn’t offer exclusive sales or promotions, or pushes too many notifications.

A recent study by the digital product developer WillowTree Inc., showed almost half of those surveyed found 50 percent or fewer of the brand apps to be useful after downloading them. And about 22 percent had deleted more than half of their brand apps.

Apps can be valuable tools for companies. They can track a customer’s interests by seeing the person’s browsing and buying activity, and then use the data to customize ads, discounts and promotions to keep the customer coming back. Many brands are even using machine learning or artificial intelligence to fine-tune their promotions.

Fashion retailers, like Zulily and Touch of Modern, send push notifications about daily flash sales to keep customers coming back to their apps. The flash sales create “an urgency to purchase,” said Kevin Saliba, senior vice president of marketing at Zulily.

Still, experts warn that a bad app experience can destroy a customer’s relationship with the brand. And many users won’t give an app a second chance after it’s been deleted, no matter how many times it gets upgraded.

“It’s not even like baseball where three strikes and you’re out,” said Mr. Guynes, the somewhat dissatisfied Chili’s app user. “This is some crazy game where one strike and you’re out.”