10 Best App Marketing Practices for Retailers

www.tapsense.com info@tapsense.ocm
Mobile Retail Best Practices: Product
Go Native and Build a Highly Responsive App
Many notable hybrid HTML5 apps have gone native including
both Facebook and LinkedIn. Why? The performance of a
native app is significantly faster and you can do more with the
user experience.

Optimize Your App Store Page With High
Quality Photos and SEO
Use high quality screen captures of your app. The app store
landing page in iTunes is very visual and the screen captures
really need to sell your app instantly.
Improving the description copy to cover key search terms is
also important to improve rank and help ensure your app is
categorized properly.

Have a Bar Code Scanner Tool Built Directly
Into Your App For Ease of Use by Consumers
Building a bar code scanner directly into your app is great way
to help consumers find what they need easily.

Use High Quality Product Pictures That Let
Users Scale and Zoom
Customers what to see the product details up close. Using high
quality photos that allow them to zoom in and scale, let me
examine the product closely. Adding hot spots to easily zoom
into key points of interest is another great approach.

Use a Measurement and Reporting Package to
Analyze and Optimize the Product Experience
Measurement and reporting tools enable a data
driven approach to app user experience design.
For example with TapSense you can measure:
• Customer Life Time Value and Revenue
• Registrations by Channel
• Purchases from App Downloads
• And much more…

Mobile Retail Best Practices: Marketing
Identify Your Customer Target and Audience
Key Product Segments
Understanding your customer target and key audience
segments is the first step. Some mobile retailers are very
focused while other have a broader audience.
Retailer Positioning Target Segments
Gilt High End Retail Professional Women Urban Women
Zulily Specialty Retailer Mothers Women
Target Mass Retail General Audience Suburban Families
Walmart Mass Retail General Audience Rural Families
Once you have this ]framework in place, your team can make
better decision on what media to buy and how to message to
your customers.

Define Your Marketing Goals and KPIs
Developing and managing to KPIs is helps marketers stay
focused and on track. Most retailers have very straightforward
KPIs based on clear revenue targets and goals.
KPI Example KPI Target Example
App Store Rank Top 25 in Lifestyle
Monthly # of Downloads 25,000 to 100,000
Conversion Rate 15% to 30%
ROI for Marketing 70% Return in 3 Weeks

Update Your Advertising Creative Often
In digital media producing a high volume of creative is more
beneficial than developing very few high quality ads. Having a
large variety of allows marketers to optimize refine through a
Darwin like evolutionary approach.
Most system auto-optimize creative and favor what’s work.
Marketers simply need to prune the low performers and refine
the high performers.

Plan for Seasonality to Take Advantage of Big
Shopping Holidays Like Black Friday
Retailers should take maximum advantage of the mobile
channel during Black Friday, by maximizing app installs
two weeks prior. Having a bit bump in install can help
direct traffic through:
• Unique mapping features to direct them to the store
• Carefully times push notifications
• Mobile optimized email that deep links into the app
Black Friday 2011: 24 percent of consumers used a
mobile device to visit a retailer’s site - IBM

www.tapsense.com | info@tapsense.ocm
About TapSense
TapSense: Measure Everything and Prove Your
App Marketing Works
TapSense is a mobile app marketing platform that provides unbiased third party measurement of app downloads across free
and paid channels. Through a single dashboard, app marketers can manage and optimize mobile campaigns across
hundreds of publishers. Over 100 customers have succeeded with TapSense, including: Fab, Redfin, Trulia, Expedia, Viator,
Amazon and eBay.
TapSense was founded in 2011 and is based in San Francisco, California. Investors include top Silicon Valley venture firms,
Ron Conway's SV Angel and Maynard Webb, a board member of Salesforce and Yahoo.

www.tapsense.com | info@tapsense.ocm
About TapSense
About the Author
Gregory Kennedy is Vice President, Marketing at TapSense. He has over a decade of experience in
digital media. A former UI designer and creative director, Gregory is a sought after speaker at mobile
events including Business Insider's Social Commerce Summit, Mobile Monday Silicon Valley, iOS Dev
Camp, and Vodafone Developer Day London. Prior to TapSense, Gregory was the Director of Global
Marketing for InMobi, the largest independent mobile ad network.

10 Best App Marketing Practices for Retailers

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