To answer the question how to use the mobile channel to establish and deepen valuable relationships with consumers, MOBGEN wrote this whitepaper. The paper lays out the 10 most important conditions to be met to achieve optimal contact with the modern consumer. To establish them, MOBGEN analysed the most important functionalities incorporated in the world’s most successful apps. MOBGEN has named these conditions ‘The 10 Commandments of Mobile Loyalty’. Click here to download the full white paper from our library for free.
The mobile phone is the most important gateway into the life of the modern consumer.
At the start of 2015, the number of mobile telephone subscriptions worldwide totalled 7.2 billion. A figure which annually increases by 5 percent . During the year’s first quarter, more than a third of the world’s eCommerce purchases were made via the mobile channel . In the same period, the IOS and Android apps stores were offering more than 2.5 billion apps between them. Consumers now spend more time using these apps than they do on their desktop or mobile web .
In a world where brands have to fight increasingly hard for consumer attention, it is essential to remain within reach throughout the entire customer journey. Now that the vast majority of consumers are mobile, brands have no choice but to follow suit. Claiming a space via the mobile channel is therefore a key challenge for every marketer. This battle is already in full force. And the arena is multi-faceted and intense, just like the relationship between consumers and their mobile phones.
The mobile phone influences things such as how consumers gather information, move around and orientate, make purchases, plan holidays and conduct relationships. You could say it’s the logical extension for immediately satisfying a great many daily needs. For brands who understand how they can integrate themselves here, a rich array of opportunities for establishing and intensifying consumer relationships lies open. However, effectively capitalising on these opportunities isn’t simple.
A great many downloaded apps are forgotten about after a short period of use, or simply not even downloaded in the first place . The big question this raises is: which conditions do brands’ apps need to satisfy in order to establish lasting and self-strengthening relationships with customers? To provide a thorough answer, MOBGEN analysed 35 successful apps from large retailers, banks, airlines and hotel chains.
Selection for analysis was based on significant qualities such as the app being downloaded a large number of times, having high ratings for things such as user interface and user experience, and the achievement of commercial success. The careful analyses of the selected apps together with a large amount of relevant research led to us being able to define 10 key conditions for optimal contact with the modern consumer. MOBGEN calls these ‘The 10 Commandments of Mobile Loyalty’.
Care for users by offering services with relevant added value
Mobile phones can provide an optimal connection between brand and consumer at any place and time. The services which enable consumers to use their phones at any given moment are therefore an important factor . For creative brands, this presents a whole world of opportunities for offering relevant added value. In this aspect, a proportion of the researched apps provided a directly relevant relationship with the product, for example with the ability to scan products or services, to arrange personalisation, or to order.
Other apps offer users relevant related information and possibilities such as maintenance tips or advice on smarter and more efficient ways to use their products. Of course, detailed knowledge of the consumer’s needs and wishes are of enormous value here. Successful brands engage specialised User Experience (UX) and User Interface (UI) teams who precisely understand how to place themselves in the consumer’s world. This knowledge results in focussed services which make users’ lives easier and more pleasurable.
Two apps which really set themselves apart in this manner are those by Starwood Hotels and Walgreens. To simplify the check in process and cut waiting time at the front desk, the hotel chain’s app enables guests to check in and open the door to their room. Meanwhile, the pharmacy Walgreens’ app helps users by reminding them to take their medicine at the time it’s due. And when they have almost run out, the user can simply scan the package and collect a new supply at the shop. Possibly also with discounts from app-delivered coupons and other advertisements.