The first key is stating to whom the relevance should apply. At Ballyhoo Mobile, we receive inquiries all the time from companies who want to build an app to simply host inventory or update app holders on sales events. Most end-users, the consumers, do not want an app on their phone to simply view inventory. At times this can be okay. For a brand such as North Face, with many brand enthusiasts, this could work. But for the average auto dealer, this is rarely the case.
Even in the North Face fictitious example, there are ways to make the app even more relevant. In real life examples, The North Face has developed two apps: one is a snow update targeted at skiers and snowboarders. You can search mountains and resorts, save your favorites, receive updates on snowfall, specials, etc. Then you can also view inventory. The inventory and shopping is not the major hook. The North Face also developed a similar app for hikers and mountain bikers that allows the end-user the same functionality for trails. The consumer now has an app delivering relevant, personalized information in addition to simply shopping the brand’s goods.
Keeping an app top of mind is also a challenge. Before apps, consumers rarely bookmarked hundreds of web pages, but they do download hundreds of apps. Many often suffer from a one-time visit. The retailer REI has developed apps similar to that of The North Face and have seen 92 percent return visits by keeping the information new, fresh, and relevant to the user’s hobbies and interest, along with hosting inventory.
One significant Ballyhoo Mobile service is performing a complete study of a brand’s customers and find out what is important to them. Many app development companies charge for this because it takes up hourly billing time. However, at Ballyhoo Mobile, we believe it is a critical step so we do not charge for this research and helping a brand find out if an app is right for them. To learn more, click here.
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