Before you start wondering, you already are providing your customers an omnichannel experience. You are reachable through email, the message form on your blog and your social media accounts. Your products are featured on Pinterest and Instagram, as well as on your website. And your site can be easily browsed from a mobile phone or a large computer monitor.
This is an omnichannel experience – providing your customers with simple and interactive tools to reach your business wherever they are and whatever device they are using. Right now, a new tool has joined the ones you already know and use: the mobile app.
Why Should You Consider Having a Company Mobile App?
This new form of interaction removes the distraction provided by any other internet page. Your customer cannot open a new tab in their browser or start a private chat with a friend while browsing your content and your products.
In the mobile app they are 100% focused on interacting with your business. And – guess what? People love business apps and are more and more in favor of installing your dedicated app than browsing social media or your website on their mobile phones.
So, how does the mobile app fit in with your omnichannel customer experience? Here are a few thoughts on this issue.
1. Send Push Notifications for Your Current Campaigns
People really enjoy taking advantage of special sales and discounts. What they don’t like is finding out about them when they are over, or when the products they wanted are sold out. This is where mobile apps are useful. By enabling push notifications, all your customers will find out about your campaigns as soon as they are launched and can simply tap on the screen a few times to complete a purchase.
In this way, you can be sure that you maximize the impact of your campaigns. At the same time, your customers will be more loyal to your brand by constant exposure to your messages.
2. Integrate Newsletters with Mobile App Notifications
Various studies and statistics performed by specialized companies have indicated that people are constantly more likely to check a push notification from an app than a new email. This brings a whole new perspective to your email marketing campaigns.
It should become second nature for marketers to adapt their email messages to quick mobile app notifications. In this way, the open rate of your messages will increase tremendously, as well as the likelihood of people taking action after reading your content.
3. Your Mobile App and Social Media Accounts Must Become Best Friends
Many companies have already changed their Facebook page CTA button from a link to the website to link to the app store to download their mobile app. Promoting your app on social media and including social media buttons in apps has become a natural, organic strategy of engaging your leads on every possible channel.
It is a very efficient strategy, provided that people have moved on to mobile devices for browsing the internet. A quick tap, and they can switch from your social media page to your app and take advantage of a last minute discount.
4. Bring the Power of Apps to Your In-Store Shopping Experience
Online shopping and mobile apps did not kill brick-and-mortar stores. In fact, the most successful companies, such as European sports retailer Intersport, and fashion brand Bonobos, encourage their customers to enhance and customize their shopping experience through the use of mobile apps. “Shop online, pick it up in store” is one of the frequent strategies for fashion brands.
Other brands encourage customers to use their apps inside the store to send items to the checkout point as they browse various aisles and also use their mobile phone to pay for their purchases.
5. Keep Your Eyes on Mobile App Analytics
Last, but not least, you need to take into consideration the wealth of information you can get from your mobile app analytics. They will offer you a brand new perspective on your leads and customers, such as the times of day and week when they are at leisure to browse your app and the physical location where they are when they do so (by using the GPS data on the mobile you can know if they are at work, commuting or at home). This information will help you refine and retarget your marketing messages for mobile app users.
In doing so, your brand will grow stronger in the digital world – the new territory for businesses to conquer.