Why Retailers Should Include Mobile App Conquesting in their Marketing Plans
Despite rumors to the contrary, retail is alive and doing quite well. While it is changing, thanks to a proliferation of big box stores and digital giants like Amazon and Wayfair, people are still buying things. In fact, consumer confidence is currently on the rise – which means there are likely more purchases ahead.
Retailers don’t have an easy path, though. With a new and still-changing landscape, only the fittest and most strategic will thrive. A retail store owner needs more than an open door and a sandwich board to drive business these days. Customer expect a seamless digital experience that is consistent with your in-store experience – same merchandise, same level of service, similar look and feel. Your website needs to be optimized for mobile, or better yet, mobile-first, and ready for purchases from any device.
For many retailers, mobile apps are also proving to be a must-have. Yes, Amazon and Walmart both have mobile apps, but so do CVS, Sephora, and Bed, Bath & Beyond – and all of these apps are beloved by customers. Why? Because they make the shopping experience more personal, easier and fun.
Unfortunately, even having a great mobile shopping app isn’t a guarantee of success in today’s market. CVS and Walmart both have apps – so do Lowe’s and Home Depot. If you’re Rexall or Ace, how can you even compete against these giants?
It doesn’t necessarily require a greater mobile advertising budget (although that always helps!) but it does require a greater strategy. And that strategy should include mobile app conquesting.
Mobile app conquesting is exactly what it sounds like – it’s a way of finding consumers who use competitor mobile apps and luring them over to your own. No matter what area of retail you specialize in – whether it’s fashion, sporting goods, personal care, gourmet food products or something completely different, you can win users of your competitors’ mobile apps with attractive offers and deals.
For example, if you own a fine furniture store that competes with the likes of Wayfair and Ikea, you can target mobile users who use the apps associated with those retailers. It’s a great opportunity to encourage those consumers to download your app and offer them something helpful in exchange – like free shipping, or 20 percent off on their first order. If you have a great shopping app that offers a personalized and easy-to-use experience, you could easily gain a customer for life.
There’s a reason people shop via apps for stores like Walmart and Amazon – and it’s primarily convenience. These stores offer a wide variety of products at low prices, sure, but they also make it very easy to shop and purchase goods. However, if you target the users of these apps via mobile app conquesting with offers to download your app, you can win, too. Even if you don’t have the ability to build as smooth a shopping experience as those massive companies, you probably do have a great app and great items for sale.
Mobile app conquesting gives you the opportunity to get your app and your inventory in front of a broader set of customers – and gives you a leg up in the competitive retail landscape. Learn more about how easy it is to get started with Cross Audience’s mobile app conquesting solution.
Want to learn even more about mobile app conquesting? Here’s an e-commerce case study from one of our clients – they were able to drive more than two thousand app installs per day during their conquesting campaign! Read all about it here.