The past year has seen a huge rise in the popularity of personalisation marketing, as brands come to realise that there are ever increasing ways of reaching customers through various devices. We’re all aware by now of the meteoric rise of mobile and tablet devices and also how this has led to many large brands looking to mobile apps to further enhance the shopping experience for customers, especially those that use augmented reality.
Personalisation and mobile marry perfectly and since as a retailer you’re looking for footfall, the best place to catch potential shoppers is whilst they are on the move. Mobile apps have become the official channel to drive content and services to consumers. From entertainment content to productivity services, from quantified-self to home automation, there is an app for practically anything a connected consumer may want to achieve.
Personalisation in mobile apps gives the apps a better chance to effectively reach out to its users and sustain them for a longer time. Just as GlobalCom did with its app, Mobile Number Locator. With this app a user could look up for numbers, block users and find out other vivid details. To give it a personalised approach they added labels to their app. Now a user can add labels to every contact and easily know and understand who is trying to contact them. With this smart move GlobalCom was able to increase their retention rate from 15% to 30%.
Optimising mobile apps is important, keeping in mind the objectives with which a customer will download a particular app and begin using it. By zeroing in on user’s preferences, as well as providing product information and configuration tools, the company is able to sell apps quickly and efficiently.
By developing apps that enable customers’ to implement their personal preferences, brands can get ahead of an increasingly crowded field eager to capture the attention of the mobile majority. However, many brands are reluctant to give users control given a myopic focus on their business objectives, but personalization is the key to achieving lasting engagement. Users are more likely to keep an app when they can create a tailored experience that extends the value of that brand in their life.
A personalised mobile app experience surely adds great value to the app thereby increasing the number of customers manifold.
via SocialAppsHQ Blog http://ift.tt/1uzGERB
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