Retail apps are the second fastest growing sector in the world right after gaming apps.In fact, mobile is expected to become the No. 1 online sales channel for retailers in the UK in the next coming years.
As more and more consumers rely on the convenience of mobile shopping, retailers are finding new revenue streams that do not cost nearly as much as the upkeep of standard brick and mortar establishments, which means additional costs for real estate, maintenance, and employees.Thanks to mobile platforms, retailers have been able to cut their costs down and have seen increases in sales and overall boosts in their bottom line.
Going Mobile is Vital to Your Bottom Line
Most consumers use their phones to compare products or prices, locate deals or review other promotions. Almost half of all consumers also find it important to easily review products, view instructional videos and have access to other product-related information that can make their purchasing decisions easier.
Consumer engagement is enhanced when retailers offer personalised content and relevant services where the consumer can then make use of those services at any time through their mobile phone. By simply offering exclusive deals and a percentage off a product through the app, retailers in turn reward customers who have taken the time to download their app. The consumer then feels encouraged to return because they are more likely to receive the best deal.
Additionally, going mobile gives retailers the opportunity to attract a wide variety of customers that would otherwise not shop with that store/company due to geographical constraints or lack of exposure to the brand.
However, Retailers cannot convert customers without a marketing strategy to encourage their shoppers to download their app. By following this brief list of marketing essentials, retailers can see their customer base and revenue improve.
1. App Store Optimisation
With the influx of retail apps in the app ecosystem, Retailers can no longer just publish their app and instantly see downloads. Simply put, users will not download an app if it is unknown.
App Store Optimisation (ASO), however, is an acquisition strategy that optimises an app’s metadata (app name, keywords, description, and creatives) based on current user search trends and behaviours.
Users trends and behaviour are always changing, meaning retailers need to monitor and understand how their users search to help maximise their app’s visibility and target their audience quickly. This is the difference between being found and getting buried within the app ecosystems.
Marketing an app can be costly, meaning it is important to allocate a realistic budget that will cover agency, advertising, and any additional costs.
It is smart to reach out to Marketing and/or PR Agencies who specialise in specific marketing needs and will work within a budget. Retailers can also utilise Performance Advertising, giving them the option to set-up paid campaigns by views, clicks, installs, and more.
3. Media Strategy
Develop a strategy that helps to drive app awareness and brand recognition. Invest in partners’ outreach and build relationships with writers, journalists, and bloggers who have an audience that aligns with the intended app audience.
Leveraging a media strategy to build up the hype, anticipation, and excitement around the launch of new retail apps is key to having a successful launch and continual app store traffic.
4. Paid Search
Paid Search Ads can appear on websites, other apps and more and cost advertisers a defined amount each time someone clicks on that result. Paid advertising is a vital channel for app promotion because it places apps in front of a huge audience based on defined characteristics (age, gender, device).
Cost per click can range from pennies to several dollars, rates can fluctuate based on the ad copy, medium, images used, timing, audience demographics and the search engine’s algorithms.
When setting up a paid search ad campaign, retailers will be asked to identify the maximum amount that they want to spend per click (bid), and the maximum amount they are willing to spend for the campaign (budget). Keep in mind that App Analytics is still essential for tracking return on investment.
Having a clear marketing strategy is essential in the rapidly expanding sector of retail apps. There is much work to be done in between developing and launching an app, which could mean the difference between success and failure in the app stores and overall profits.
Retailers need to have a solid marketing strategy when it comes to their mobile app, especially so they can attract not only old, loyal customer, but new ones too. Retailers will be at an advantage over their competitors and quickly place their products in the hands of consumers first thanks to an effective marketing strategy.
Co-Founder and Chief Executive Officer of Gummicube