Today’s society has come a long way from the traditional posters on the walls, the flyers handed to you on the streets, to the clickable digital banner on the upper corner of your phone. Newspapers are disappearing, credit cards are being replaced and televisions are no longer needed. We have changed our habits and now feel the constant need to be wired to the digital world through our phone. This phenomenon is the perfect opportunity for businesses to jump into this digital realm through mobile applications! And with society changing itself so rapidly we do not know how long this smartphone era will last, but we are excited to see what comes next and how businesses will follow.But for now, mobile apps are more than booming and here are the top 10 benefits your business can gain by creating one.
Even though you might already have a certain presence online through your website and your social medias, a mobile app can be there to complement your content, add-in new informations, new features and keep your existing customers. Indeed, websites are often used to introduce businesses to new clients, whilst apps are there to create loyalty by encouraging them to come back.In 2019, it’s been said that the average smartphone user will check their device at least 47 times a day and would spend almost 3 hours a day on it. With these numbers in your head, think back at how easy it is to just take your phone out of your pocket and tap your finger on the app, whereas using the computer would bring much more complications : taking it out of your bag, turning it on, opening the browser, entering the website and then pressing enter. So, in your mind, which one do you think would be the easiest option to reach your clients ?
Example: Air France - French airlines This brand utilized the mobile app to recreate their websites’ feature such as booking flight tickets, but also allowed the users to have their boarding passes QR code on their phone. No need for a printer when you can just scan your phone screen directly.
Mobile apps have many online features that can be of use to your business. They can inform you about your target customers such as their demographic, age, gender, preferences and needs, which will enable you to readapt your offers to the right target. They can also become an e- commerce platform. And this is important because, nowadays, mobile apps represent more than 50% of sales. Why is that you may ask yourself ? Because we like to shop while we are waiting for our bus, during our lunch breaks, sitting on the toilet or even right before going to sleep. Having the possibility to buy on our phone makes things easier and more convenient than it ever was before. Not only that, but apps can also turn into social platforms which would increase the chances of being used everyday. Today, we often feel the need to log on social medias not because we want to express ourselves or chat with our friends, but because we have the urge to check on what other people have been up to, what are the celebrities saying and what are the latest trends we should start adopting. Utilize this opportunity to make your customers click on your app as often as possible.
Example: Vinted - online marketplace where you can sell or buy secondhand clothes, jewelry, shoes and other accessories through other people in the neighborhood. Not only did they use their mobile app to recreate their e-commerce platform, but they created a real community of Vinties all around the philosophy of good clothes deserve to live longer.
Since 2014, people are officially more on their phone than on their computer, allowing mobile apps to help increase businesses’ visibility and reach more target. We love having our phones on us, on the side of the table during a meal, or in our hands while taking a walk. Having a mobile app would allow your customers to have access to your services anywhere at anytime. It suppresses all the possible obstacles that they were feeling before, and making it remotely possible to reach you. And because of that, your customer satisfaction will rise, and then will start recommending or sharing your app with others, thus extending your target reach.
Example: Booking - hotel reservation platform This website is famous for being used on laptops, but with their mobile apps they managed to widen their target and reach more users. The reason ? Not only did they translate their app in multiple languages, which helped them increase their international customers, they have an in-app sharing system where people can just send links through other social media platforms which pushes others to then download and go on the app as well.
Mobile apps have the ability to create a strong connection with the customer that other formats do not possess. By seeing your brand on our phone, it is a constant reminder of your existence, your products and services. You can even decide to set up a loyalty program that would give away certain advantages or rewards, motivating your clients to come back for more. A popular feature being used my many companies in their mobile app is the gamification. This strategy allows the app to catch the users’ attention, engaging them through rewards, excitement and creating a reflex of going back on the app to “play“ more and get competitive.
Example: Starbucks - popular American coffee chain Through their mobile app, Starbucks implemented a completely gamified loyalty program through goals and progress bars, the customers can collect stars for every purchase and reach different levels that would reward them with free food or drinks. This mobile app strengthen the user retention by pushing them to shop more.
The « rule of the thumb » is a new marketing concept stating that “if consumers have seen your brand more than 20 times, then it is truly noticed“. As soon as you push your business to the mobile world, you give yourself the opportunity to extend your identity and to “truly be noticed“ through referrals and app sharing. Your customers are now well-aware of your existence and can communicate with you directly which creates a strong trust. And what better relationship to have with your users than a trustworthy one.
Example: Debenhams - British retailer operating under a department store format For their mobile app, the brand decided to combine their offline stores with their online feature by allowing their customers to scan barcodes with the apps while shopping in the stores to check for sizes, prices and reviews. This strengthened the brand’s creativity and notoriety.
Having a mobile app is the chance to be creative, to stand out from the crowd, to be different from your competitors and offer a different user-experience. Make sure to have a specific idea of what you want your app to be, in the design, the features, and the interaction with the customers. Because it is your time to show your brand and why they should choose you over another!
Example: Vodafone - phone service provider In Turkey, the brand decided to launch a different kind of app. Through a secret app looking like an ordinary flashlight or a mirror app, Vodafone gave the possibility for women victims of domestic abuse to send out their location details through a simple shake of the phone. This shows how your brand can communicate different types of messages or purposes through a mobile app, while still making an impact of awareness.
What is the first thing we usually do in the morning ? Hint, it’s not drinking coffee anymore. We are most likely to pick up our smartphones and start checking our messages, apps daily updates or other type of promotions. Apps are now a big part of our daily lives. Use this opportunity to create an app that will involve the users, that will be memorable and make them come back to it every single day. It is easier to retain a customer than to acquire a new one, and an app can not only build brand awareness, but most importantly brand recall.
Example: Nike - a sportswear brand Through their Nike+ app, they allowed the users to track their running progress, distance, routes, speed, calories and time. Which offered the chance for them to also connect with their friends and share their routes online. Thus creating a community and increasing the brand recall and engagement.
Customer service is now so much easier through mobile apps than it ever was before. With a fast reactivity and a strong digital presence, customers feel heard at anytime of the day. This ability to provide support will improve your user communication and satisfaction. And this can be done in many formats, from a FAQ section, a phone number to a live chat, the possibilities are endless. It will not only strengthen your connection with your clients, but also provide you with valuable feedbacks and informations to optimize your services.
Example: Domino’s Pizza - Pizza chain restaurant One of Domino’s biggest issue for their delivery service was that people would often call them back to know how long the pizza still needs to get delivered. But thanks to their app, they managed to solve this historical problem by allowing their customer to see exactly which stage of the pizza making process their order is at.
Instead of sending an email that will probably be unseen in the spam folder, the mobile app will allow you to push a notification now and then, informing your users of the newest products and services that your business offers. This system of notifications is a good way to send time-sensitive and urgent informations, reminding them to use your app and adding value to your brand without annoying them with endless newsletters.
Example: H&M - clothing brand We don’t always check our mails, and even less the many many newsletters in our spam folder. Through their H&M app, a simple notification of promotional offers or even free shipping fees is often the push we need to go back on the app and shop again for new clothing.
With all of the above benefits improving your brand, your customer satisfaction and their loyalty, your business sales will naturally increase accordingly. The demand for your products and services will grow and your user database will expand.
Years ago, nobody would have imagined that mobile phone could help in the evolution of a business, and today, it is the easiest way to reach customers. An app can allow your business to have a constant presence on your consumers’ phones making your services easily accessible. With a mobile app you will be able to create a one-of-a-kind purchase experience, reinforce your customers’ loyalty and engagement. We are not saying that you have to create an app for your business, we are saying that the popularity of mobile apps is not going to stop and will continue to grow. And you do not want to feel left behind when all the companies are getting profits out of this digital phenomenon.