In this blog series, I’ll uncover the power of personalized omnichannel experiences. Due to its expansive subject matter, I’ve broken it down into three parts. I already went over part 1, how connecting your mobile data with your eCommerce or CRM data unlocks a full 360 view of your customers. For part 2, I’ll explain how offering tailored mobile app content is crucial in your omnichannel success.
Offer More Than Just Product Info
Like web content, apps require an occasional refresh. Whatever mobile content you showcase, know that 88% of consumers say detailed product information is a key purchase driver. Therefore, updated product descriptions, filters and inventory or stock information on items through app content is a must. But we’re not done yet – app content extends beyond product information.
Your app content must be clearly defined and different. Thus, it must differentiate completely from your website copy. There’s nothing more annoying than to download an app that ends up being an exact carbon copy of a website. It might seem like an easy quick fix, but in the long-run, your app won’t bring back or retain users if it’s similar to your site. If your customers need your website, make sure they can access it through your mobile browser site.
However, I must be clear. A mobile-optimized site doesn’t suffice all your mobile marketing needs. There are plenty of creative ways to engage your customers through a native app and entice them to convert. Your native app should be used as a tool to nurture your customer base. And unlike mobile browser or websites, native apps bequeath a wealth of capabilities that reach customers offline and online.
Personalize Your Engagement with Native Mobile Assets
Mobile assets serve a purpose to re-engage your customers and nurture. Here’s an example where mobile assets are used creatively. In the picture below, it shows three ways to engage a customer who frequents a sports retail store.
Let’s say you’re a marketer working for that sports retailer. You’re responsible for providing seamless and exceptional omnichannel customer experiences. As a strategy, you and your team create a few mobile assets supporting a mobile campaign that focuses on selling more boxing gear.
The first asset shows a push message that entices the user to play a game. The second asset is a scratch card game which enables the user to play. The third mobile asset shows a rich message inviting the user to come into the sport’s store and try on the boxing gloves. All assets are sequential according to the conditions the marketer sets and if the user engages.
After you create your mobile assets, automate them through a sequential customer journey. Depending on who you target, timezone, sequence, where you target (if you do proximity marketing) such criteria amplifies the personalization of the omnichannel experience.
Overall, assets serve different purposes depending on the context of the omnichannel journey. Therefore, each asset provides a different experience to the user.
Personalized Omnichannel Journeys
Overall, if you’d like to offer personalized content for your app users, make sure your content is up-to-date and refreshed. Then you must consider how differentiated your content is and how clearly defined your app’s value is compared with your competition. Next, you must take into consideration of using native mobile assets. Mobile assets include some of the following, but not limited to, in-app coupons, vouchers, surveys, polls, push messages, rich messages, in-app messages, 3D product spins, videos, loyalty points, games, etc. All assets are natively designed to be displayed on the screen of the mobile device, thus, delivering a very rich app experience to the customer.
If you’d like to learn more, I encourage you to read our eBook “Retailer’s Playbook for Omnichannel Success” where you’ll get in-depth knowledge on mobile assets and contextualization.