GPShopper recommends a variety of ways retailers can make the most of mobile over Black Friday weekend by driving traffic into brick-and-mortar locations or encouraging customers to download their mobile app by offering app-exclusive sales and deal previews.
Our clients do a great job of leveraging their mobile app features to maximize their holiday marketing. In fact, GPShopper's 2015 Mobile App Platform Holiday Report revealed that app usage and sales were at an all-time high this holiday season, with traffic, revenue and number of orders increasing up to 392% year-over-year.
Furthermore, in-store app usage reached an all-time high, clocking in at 5-times the amount of in-store visit typically reported during the holiday.
Here are 5 great examples of mobile app marketing over Black Friday weekend:
Shoe Carnival alerted its mobile app user base of all the deals awaiting them on Cyber Monday.
Charlotte Russe gave its most loyal fan base exclusive deals via its mobile app.
Lane Bryant offered exclusive access to Black Friday deals and discounts to its mobile app shoppers.
Michaels previewed its Black Friday sales with early access to those brand fans who had already downloaded its mobile app.
Grocery receives an astounding number of in-store mobile app visits. Studies show that upwards of 35% of grocer app usage takes place inside the physical store – proof that forward-thinking grocery retailers are getting it right when it comes to providing a frictionless consumer experience.
One of those forward-thinking grocers is Lunds & Byerlys, which provides app users with mobile Shopping Lists, a Recipe Builder, In-Store Mode, and the ability for shoppers to set their Favorite Store, allowing them to receive store-specific information quickly.
Push Notifications are also an all-important factor for driving app traffic and revenue, especially during the holidays. Loyal shoppers expect to be in-the-know about a retailer’s offers and promotions on the busiest shopping days of the year. Leading up to, and on Thanksgiving, Lunds & Byerlys took advantage of this behavior by leveraging its highly successful Personalized Push program, reaching consumers who have opted into receiving push alerts with content tailored to their preferred interests and prior in-app actions.