How brands can adopt app usage to increase customer retention and online revenue

Arunabh Madhur
15 May, 23

Continuous challenges within economic markets have not prevented many brands from investing heavily in e-commerce marketing. Instead, the current global e-commerce market is valued at around $5.5 trillion, with it being expected that online retail sales will reach $6.7 trillion by the end of this year. E-commerce is predicted to make up 22.3% of those sales.

To plan and position themselves for success, businesses must ensure they are following current global e-commerce trends as well as accommodating for customer demands. And increasingly, the e-commerce industry is being shaped by mobile apps.

Mobile apps are now a fundamental component of retail, as they provide customers with a convenient and engaging way to shop from their phones. The past couple of years has been rocket fuel for digital transformation, providing an opportunity for the retail industry to innovate. Whilst global trends continue to point to the user growth of Facebook, TikTok and Instagram, the trends underneath the headlines highlight significant opportunities to drive new customer acquisition, which in turn demands a targeted customer retention strategy from companies.

According to research from Baymard Institute, 69.82% of online shopping carts are abandoned and with demand expected to continue, pressure is growing on retailers to expand current offerings and create personalised experiences to tackle this. One of the big challenges e-commerce companies face, though, is analysing and maximising behaviour of users, and bringing down the cost of their marketing and engagement against how much is earned through a customer making a purchase.

To meet customer demand, mobile apps offer a variety of features such as push notifications, product recommendations, exclusive discounts and offers, and easy checkout processes, to make the shopping experience easier for customers. By leveraging the power of mobile technology, brands can create an immersive shopping experience tailored specifically to their customer’s needs, and this in turn helps increase customer loyalty, customer return rates, and maximise online revenue.

Re-engaging, retargeting and retaining customers

Brands should focus on re-engaging with returning consumers through a personalised strategy as this can help increase the lifetime value of users, which in turn helps brands bring the cost of their marketing down knowing that brand loyalty has been achieved. According to research from Google and Storyline Strategies study, 72% of consumers are more likely to be loyal to a brand if they offer a personalised experience.

Optimising the online shopping experience is crucial in retaining customers. Today, consumers need a more ‘human’ touch, i.e., smart product suggestions based on buying history & behaviour that helps build a one-to-one relationship between brand and buyer. In particular, push notifications hasn’t just enhanced personalisation but also increased app engagement by up to 88%. Push notifications have also proven to get disengaged users back, too, with 65% returning to an app within 30 days of the push notification.

Another strategy to consider is the option of adding buy now pay later (BNPL) options at checkouts for customers. Brands that add the option of financing at the checkout allow customers to spread the cost over time, which according to Klarna has resulted in a 30% increase in checkout conversation rates.

Publisher platforms allow brands to leverage their reach and sticky user base. Especially with open platforms such as SHAREit, which can help e-commerce brands create a strong revenue conversion with higher average order value with unique retargeting and user acquisition solutions. Because users are not just sharing product links, but also sharing e-commerce apps and deals among their community. Users of these publisher platforms are also encouraged to share products and apps through platform activities.

What does the future of e-commerce look like for brands?

The future of retail lies in the hands of e-commerce. Customers now have access to a range of products and services worldwide at their fingertips thanks to developments in technology, meaning the shopping experience is more available than ever. 

Putting consumers at the heart is something brands must focus on now more than ever before. With personalised shopping experiences and the right incentives and payment options, brands can influence purchasing decisions, increase retention and improve engagement, as well as carry out far more sophisticated online customer targeting.

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