Who is Your Mobile App Built For? This Is Who It Should Be
[Note: This is Part 2 of a three-part series. Read Part 1: The Fundamentals Every Retail Mobile App Needs]
As with every marketing channel, you need to think carefully about your target users. Why do you have or want to create a mobile app? Who do you think will put it on their mobile phone and use it regularly? What unique benefit does it provide? Do you have customer personas specific to your mobile app strategy? If not, you should.
It’s important to be targeted because when it comes to shopping with mobile devices, customers have high expectations and short attention spans. This is particularly true of Millennials, who consider their phones to be their primary computing device with which they should be able to complete nearly every desired task—indeed, 81% say it’s important for retailers to have high-quality mobile apps. But Millennials aren’t the only demographic that uses smartphones and has high expectations for engagement with your brand. Even today’s Baby Boomers are starting to come around to the mobile revolution; according to the Pew Research Center in 2014, 77 percent of American adults 65 or older have a cell phone and 27 percent own a smartphone or a tablet.
Of course, you have to get more specific in your target persona than generation. In retail, the target market for your mobile app is not just who is most likely to want that mobile experience, but who is most likely to use a mobile app to shop with your brand. You want to build your app for your most loyal customers. These are the people who:
- Often shop and make purchases with you
- Are active in your rewards program
- Want to know your entire product line and when and how often it changes
- Feel connected to your brand / merchandise
- Advocate for your brand / merchandise
- Expect special treatment / want to be recognized when they walk into your store, talk to customer service, or use your app
Think of your mobile app as an extension of your rewards program, VIP club, or personal shopping service, only more interactive, immediate, and always close-at-hand. Consider the model below where “expectation” is met with delight, followed by engagement, loyalty, and empowerment in your very best customers.
The concept of turning customers into loyal advocates is not new to retail marketing, but it is easier to accomplish when you have a direct line to your most loyal customer segment via their personal mobile device. With a mobile app, you have a channel in their pocket capable of directly communicating with them and providing above-and-beyond service. The cycle repeats, with expectancy being met with delight and continuing on until the very definition of your brand is defined by that experience. Meanwhile, you are learning more than ever before about what your customers love about your brand and how to delight them further with every interaction.
By delighting your most critical customer base, you will meet the needs of the rest of your customers almost effortlessly and grow the number of people who are loyal to your brand.
AIM Consulting has expertise in digital experience and mobile, including strategy, design, and implementation of omnichannel and retail solutions. To get in touch with a representative and have a conversation with one of our experts, tell us about your challenge.