Online shopping is becoming commonplace and as a result, e-commerce has taken a larger share of total retail sales. While this is an undeniable reality, modern brands must continue to invest in delivering a seamless shopping experience across all touchpoints, from e-commerce to store to mobile.
Since customers are more mobile than ever, it’s essential to go beyond traditional e-commerce and brick-and-mortar and think about the mobile experience you’re delivering. A mobile website will no longer meet the expectations of buyers. An app is needed to give customers the fast, personalized digital experience they expect and to unify the in-store and online experience. A well-designed app will allow consumers to interact with their favorite brands more often and more easily than with a mobile website. In fact, with a consumer app, brands can expect 5-7x more conversions.
Many European brands recognize the competitive advantage an app provides. Shoeby, a brand based in the Netherlands, is one in particular that has invested in rolling out a consumer app to boost customer engagement and loyalty.
How the Shoeby App Generates Ecommerce Revenue
Shoeby has long believed that fashion is about expressing your unique identity. Recently, the brand launched “Dare to be you”, a campaign to inspire people from all walks of life to create their own style and give them a stage to share their authentic stories. One of the ways the brand accomplishes this mission is to provide a customer-centric, contact-driven shopping experience. The one who makes all customers feel like unique and valued individuals.
The Shoeby Customer Shop in-store, online and on mobile, the brand has therefore sought an omnichannel experience to meet its customers wherever they are. To deliver amazing experiences everywhere, and because they were aware of the increased use of mobile by shoppers, Shoeby created a progressive web-based mobile app with an agency in 2016.
The app was initially well received by customers, but after a while the appeal wore off and it only had an average rating of 2.5 stars. After all, it was just a web version of their existing online storefront. Not only did it not give customers anything new or different, but the brand struggled to improve the app and make the feature updates needed to win over customers.
However, building a quality consumer app was an integral part of Shoeby’s digital and omnichannel transformation strategy. So the brand pivoted and decided to work with NewStore, an omnichannel provider that provides apps as a service. NewStore built and deployed a feature-rich, high-quality native app for Shoeby, taking care of the technology so the brand could focus on satisfying its customers.
A native app is developed using the native coding languages of a particular platform, as opposed to a progressive web app, which is a website designed to look like an app. Native apps are superior because they provide a much better experience and drive higher conversions. Shoeby fairly instantly reaped the bbenefits of moving to a native app.
A few days after replacing his old application with a NewStore consumer appconversion rates tripled, driving month-over-month revenue growth. The app’s share of total e-commerce revenue increased from 29% in 2021 to 41% in 2022, and tThe app now has an average of 4.8 stars in the Apple App Store.
Shoeby’s investment in a native consumer app has allowed them to interact with customers on a whole new level. It can now consistently deliver an ultra-personalized experience, while viewing the success of mobile as a constantly renewed source of revenue.
Consumer apps create loyal customers
Today, fully embracing an omnichannel strategy and unifying your channels requires creating a mobile experience that your customers will fall in love with. A consumer app is necessary to deliver both the online and in-store experience your customers expect and crave.
You can put your brand in your customers’ pockets (literally!) with an app, giving every shopper a unique experience. You can create a personalized in-app experience that adapts to the customer journey and offers exclusive discounts and content. An app will also allow you to remove friction and create a more seamless experience that includes faster load times and easy checkout.
One application is the new modern loyalty card. It replaces the need for outdated plastic cards or for store associates to request personal information at the point of sale. Within an app, customers can also communicate with store associates for personalized product recommendations and advice, receive push notifications with order status updates, and access features that will allow them to know more about the products.
Delivering a curated branded app experience that consumers can carry in their pocket is a game-changer for cultivating and retaining loyal customers.
Deliver a modern experience in 2022
A consumer app should be a priority for forward-thinking retail brands looking to deepen their relationships with their customers. With a high-quality native app, brands can expect to see higher conversions and a more dedicated customer base.
To learn how a consumer app can help you win in retail, too, download NewStore’s latest white paper: 7 Reasons You Need a Consumer App.