With an app you have the opportunity to deliver an experience tailored for your best customers. So what should that experience be? For every brand that answer will be different, but this series presents a framework outlining four key functional categories: Commerce, Loyalty, Engagement, and Utility.
Every app should have some utility aspect. Easy-to-use store locator and barcode scanner are two basic and easy to implement examples. For many retailers, simply offering the ability to scan an item in-store and quickly see product reviews or alternate sizes and colors is value enough.
However, for some retailers the utility functionality can not only drive massive amounts of traffic, but it can also transform the app into an acquisition tool. There are two approaches that have been very successful in this regard.
The first is to consider the customer’s purchasing journey and identify ways in which technology can enhance the experience. This approach typically ends up with a unique piece of functionality built into the app. Sephora’s “Virtual Artist” feature is a great example of this. Using augmented reality, the app superimposes lipstick shades on to the customer’s lips live. Not only is this fun, but it aids in the purchase process and drives a lot of traffic and new customers to the app.