The average app’s lifespan varies somewhere between that of a moth and a classroom hampster. Basically, it’s short, and it can be even worse for retail apps. Customers don’t have money to spend with a retailer every single day, so why should they have a store’s app living on their device? What can companies do to create lasting utility and give their customers something to do even if they don’t have a dollar to drop?
I recently tackled this topic at Appsworld in San Francisco for a fantastic audience that included mobile leadership from companies like Rue La La, Modcloth and World Market. This presentation looks at some of the various techniques brands can use to first find out what their audience might want before sinking development into costly features, and then how to give them loyalty, gamification, in-store tools and other utilities that keep the app relevant in the time between paydays.
A year ago I noticed a sudden growth in referrals and starting poking around to figure out where these new users were coming from. It was a little startup with a funny name but it was sending big numbers of visitors, and they were converting once they got there. Today, Forever 21 is the most followed brand on Wanelo and it’s become an important new tool in our social arsenal.
Wanelo is one of the best examples out there today of pure social commerce, where users don’t just squirrel away pictures for inspiration, they make birthday wishlists and they solicit friends for advice before buying. I dove in head first to the community and tried to understand how users conversed, before eventually reaching out to Wanelo for their feedback. We went on to become a launch partner for the site’s November release of the Stories feature, and have found creative ways to use the sites collections and stories to curate our products into a narrative fans engage with.
This white paper covers some of the tips and tricks I’ve gleaned trying to figure out the science of what users “want, need, and love”, but that said Wanelo is constantly evolving and rules that applied even six months ago have changed to today. I encourage marketers to get their hands messy and start trying to find their way around a social site that shows no signs of stopping.