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7 Mobile App Marketing
Campaigns For Retail Success
MEET YOUR HOSTS:
Justina Perro Josh Todd
Head of Content CMO
@iamjro @JoshToddMKT
Questions or comments during the webinar? Tweet us @Localytics with #appanswers
AGENDA:
1. 2017 mobile app & retail trends
2. 7 mobile marketing campaigns for retail success
○ Onboarding
○ In-App Messaging
○ App Inbox
○ Push Notifications
○ Remarketing
○ In-store experience
○ Individualized mobile marketing
3. Q & A
Mobile App Trends for 2017:
the amount push notifications can increase monthly engagement by53%
21%
2x
2x
the increase in monthly app launches due to in-app messages
segmented mobile messages increase sessions by 2x and conversions by 5x
the lift retail apps saw who sent in-app messages based on audience events
Tweet these stats via @Localytics with #appanswers
Retail App Trends for 2017:
the lift retail apps who sent in-app messages based on audience events saw
three month user retention rates for retail apps
2x
18%
88%
25%
1
percentage of consumers who use retail apps
users who installed a new retail app & made a purchase within 24 hours
over $1 billion was spent via mobile during Black Friday 2016
Tweet these stats via @Localytics with #appanswers
What do retailers need to do to have
mobile app success in 2017?
1. Onboarding Campaigns
What is onboarding?
1. Series of in-app messages that acclimate new users with your
app
User’s first impression of your app
Chance for you to highlight key features & value prop
1. An overview of app updates or new features for existing users
Highlight new features, experience changes or offers
What does good retail onboarding look like?
“Solid app onboarding can increase retention rates by 50%.” - Data Team
TARGET
Quick walk-through of key features
Clearly depicts value proposition
Allows users to “skip” onboarding at
any point
Onboarding uses consistent brand
imagery and copy
Effective permission to push request
that clearly depicts the value of opting
in. Permission requests at the end of
app onboarding can increase opt-in
rate.
Tweet us @Localytics with #appanswers
2. In-App Marketing Campaigns
What are in-app messages?
1. Messages that take place while a user is engaging with your
app
Triggered off of user behavior
Serves up relevant information meant to enhance user experience (transactional,
permission requests, etc.)
2.) Guide users through funnels and help them complete tasks
3.) Should match your app’s branding
What does good retail in-app messaging look
like? SWEETGREEN
“Apps using in-app messaging average 21% more monthly app launches.” - Data Team
MACY’SNORDSTROM
transactional
message keeping
users informed about
their next reward
informs users about
a new feature that
enhances their in-
app experience
effective permission
request that clearly
outlines the benefits
of opting in
Tweet us @Localytics with #appanswers
What does a bad in-app message look like?
message uses standard
iOS permission to push
with no context or
value-add for the user
“Apps using in-app messaging average 21% more monthly app launches.” - Data Team
Tweet us @Localytics with #appanswers
3. App Inbox Marketing Campaigns
What is an app inbox?
1. Like emails inside of your app
Appear in a personal user inbox
Does not trigger a push or in-app message
Do not disappear once a user has viewed them
Scrollable - allowing for longer content than push or in-app
What does good retail app inboxing look like?
media rich
messages that
take
advantage of
the no
character
limit
REI SEPHORA
“Customers have seen up to 52% read rates on inbox messages” - Data Team
Tweet us @Localytics with #appanswers
4. Push Notifications
What are push notifications?
1. Notifications sent to your homescreen while outside of the app
Announcements
Alerts
Transactional
2.) Rich push
Push notifications that include rich media (images, videos, GIFs)
3.) Geopush
Location-based push notifications
What do good retail push notifications look like?
geo-push
notification
when users
walk by a
Sephora
location
FREE PEOPLESEPHORA
“Push notifications boost app engagement by 88%” - Data Team
rich push
provides a
1-2 punch
a timely
push that
serves as a
helpful
reminder
to users
MACY’S
What does a bad push notification look like?
sending a broken
rich push is a poor
experience and
can cause users to
opt out
sending the same
geopush every time
someone enters a
particular location is
spammy
“Push notifications boost app engagement by 88%” - Data Team
Tweet us @Localytics with #appanswers
5. Remarketing Campaigns
What are remarketing campaigns?
1. Drive lapsed users back to your app by advertising to them
outside of it via:
Push notifications
Advertising (display, social media, etc.)
Emails
What do good retail remarketing campaigns look
like?
strong copy the entices
users with exclusive offers
strong copy the entices users
with exclusive offers
DUNKIN DONUTS
DRIZLY
JET
“It costs 6-7x more to acquire a new customer than retain an existing one” - Bain & Co
6. In-store mobile experience
What does a good mobile in-store experience
look like?Provide an integrated in-store app
experience through:
● contextual in-store information
● store navigation/product locator
● in-store assistance
● interactive fitting rooms
● useful push notifications
○ relevant offers, promotions, and
transactional receipts
● order ahead
● mobile rewards
● mobile pay
Rebecca Minkoff created a completely connected retail store
which significantly boosted revenue.
Tweet us @Localytics with #appanswers
Retail brands taking advantage of in-store
mobile:TARGET
TT
WALGREENS STARBUCK
S
7. Individualized mobile marketing
What is individualization?
1. Messages that take into account a user’s preferences or in-app
actions
Profile info
Behavioral activities
2.) Highly personal and relevant to end user
Examples of great individualized mobile
marketing:
push
notification
with timely
information
specific to
user
EXPEDIATRIPADVISOR
“Mobile messages crafted with user behavior and profile information enjoy 4x more engagement than
broadcast messaging.” - Data Team
Looking for more?
Localytics.com/bloglocalytics.com/the-retailers-mobile-marketing-
playbook.html
Questions?

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7 Mobile App Marketing Campaigns for Retail Success

  • 1. 7 Mobile App Marketing Campaigns For Retail Success
  • 2. MEET YOUR HOSTS: Justina Perro Josh Todd Head of Content CMO @iamjro @JoshToddMKT Questions or comments during the webinar? Tweet us @Localytics with #appanswers
  • 3. AGENDA: 1. 2017 mobile app & retail trends 2. 7 mobile marketing campaigns for retail success ○ Onboarding ○ In-App Messaging ○ App Inbox ○ Push Notifications ○ Remarketing ○ In-store experience ○ Individualized mobile marketing 3. Q & A
  • 4. Mobile App Trends for 2017: the amount push notifications can increase monthly engagement by53% 21% 2x 2x the increase in monthly app launches due to in-app messages segmented mobile messages increase sessions by 2x and conversions by 5x the lift retail apps saw who sent in-app messages based on audience events Tweet these stats via @Localytics with #appanswers
  • 5. Retail App Trends for 2017: the lift retail apps who sent in-app messages based on audience events saw three month user retention rates for retail apps 2x 18% 88% 25% 1 percentage of consumers who use retail apps users who installed a new retail app & made a purchase within 24 hours over $1 billion was spent via mobile during Black Friday 2016 Tweet these stats via @Localytics with #appanswers
  • 6. What do retailers need to do to have mobile app success in 2017?
  • 8. What is onboarding? 1. Series of in-app messages that acclimate new users with your app User’s first impression of your app Chance for you to highlight key features & value prop 1. An overview of app updates or new features for existing users Highlight new features, experience changes or offers
  • 9. What does good retail onboarding look like? “Solid app onboarding can increase retention rates by 50%.” - Data Team TARGET Quick walk-through of key features Clearly depicts value proposition Allows users to “skip” onboarding at any point Onboarding uses consistent brand imagery and copy Effective permission to push request that clearly depicts the value of opting in. Permission requests at the end of app onboarding can increase opt-in rate. Tweet us @Localytics with #appanswers
  • 10. 2. In-App Marketing Campaigns
  • 11. What are in-app messages? 1. Messages that take place while a user is engaging with your app Triggered off of user behavior Serves up relevant information meant to enhance user experience (transactional, permission requests, etc.) 2.) Guide users through funnels and help them complete tasks 3.) Should match your app’s branding
  • 12. What does good retail in-app messaging look like? SWEETGREEN “Apps using in-app messaging average 21% more monthly app launches.” - Data Team MACY’SNORDSTROM transactional message keeping users informed about their next reward informs users about a new feature that enhances their in- app experience effective permission request that clearly outlines the benefits of opting in Tweet us @Localytics with #appanswers
  • 13. What does a bad in-app message look like? message uses standard iOS permission to push with no context or value-add for the user “Apps using in-app messaging average 21% more monthly app launches.” - Data Team Tweet us @Localytics with #appanswers
  • 14. 3. App Inbox Marketing Campaigns
  • 15. What is an app inbox? 1. Like emails inside of your app Appear in a personal user inbox Does not trigger a push or in-app message Do not disappear once a user has viewed them Scrollable - allowing for longer content than push or in-app
  • 16. What does good retail app inboxing look like? media rich messages that take advantage of the no character limit REI SEPHORA “Customers have seen up to 52% read rates on inbox messages” - Data Team Tweet us @Localytics with #appanswers
  • 18. What are push notifications? 1. Notifications sent to your homescreen while outside of the app Announcements Alerts Transactional 2.) Rich push Push notifications that include rich media (images, videos, GIFs) 3.) Geopush Location-based push notifications
  • 19. What do good retail push notifications look like? geo-push notification when users walk by a Sephora location FREE PEOPLESEPHORA “Push notifications boost app engagement by 88%” - Data Team rich push provides a 1-2 punch a timely push that serves as a helpful reminder to users MACY’S
  • 20. What does a bad push notification look like? sending a broken rich push is a poor experience and can cause users to opt out sending the same geopush every time someone enters a particular location is spammy “Push notifications boost app engagement by 88%” - Data Team Tweet us @Localytics with #appanswers
  • 22. What are remarketing campaigns? 1. Drive lapsed users back to your app by advertising to them outside of it via: Push notifications Advertising (display, social media, etc.) Emails
  • 23. What do good retail remarketing campaigns look like? strong copy the entices users with exclusive offers strong copy the entices users with exclusive offers DUNKIN DONUTS DRIZLY JET “It costs 6-7x more to acquire a new customer than retain an existing one” - Bain & Co
  • 24. 6. In-store mobile experience
  • 25. What does a good mobile in-store experience look like?Provide an integrated in-store app experience through: ● contextual in-store information ● store navigation/product locator ● in-store assistance ● interactive fitting rooms ● useful push notifications ○ relevant offers, promotions, and transactional receipts ● order ahead ● mobile rewards ● mobile pay Rebecca Minkoff created a completely connected retail store which significantly boosted revenue. Tweet us @Localytics with #appanswers
  • 26. Retail brands taking advantage of in-store mobile:TARGET TT WALGREENS STARBUCK S
  • 28. What is individualization? 1. Messages that take into account a user’s preferences or in-app actions Profile info Behavioral activities 2.) Highly personal and relevant to end user
  • 29. Examples of great individualized mobile marketing: push notification with timely information specific to user EXPEDIATRIPADVISOR “Mobile messages crafted with user behavior and profile information enjoy 4x more engagement than broadcast messaging.” - Data Team

Notas del editor

  1. Setting the stage for why mobile is crucial for retailers.
  2. Retail specific app stats so retailer’s realize the ‘state of their industry’.
  3. Great onboarding example from Target. Stat at bottom about how onboarding substantially increases engagement.
  4. 3 retail examples of solid in-app messaging and why. Stat about
  5. separate
  6. Add UA in