On Amazon Prime Day this year, the ecommerce retailer’s mobile application drove twice as many orders from Prime members as last year and saw more than one million customers use the app for the first time, underscoring the synergy between apps, loyalty and promotions.
Overall, orders were up more than 60 percent worldwide and more than 50 percent in the United States on Prime Day. With Prime members checking in throughout the day to find limited-time offers, mobile was once again a popular engagement platform for the promotion.
“Apps are the most effective digital channel a retailer has available to maximize the potential of their loyalty program and promotions,” said David Kovacs, vice president of business development at GPShopper. “The overlap of ‘customers who will download my app’ and ‘customers who will join my loyalty program’ is tremendous.
“Loyalty programs inform promotions in powerful ways and an app is the most immediate way to promote the right offer at the right time in the right place,” he said.
“Push notifications get eight times the click through rate of email and geo-fenced push gets 30 times click through rate making apps the best way to get personalized messages and promotions out to customers.”
Amazon’s results on Prime Day also underscore the need to keep the content in apps fresh and relevant. Retailers should also use push notifications and message inboxes to promote new content.
Retailers also need to offer a seamless browse, buy and checkout process.
“Customers who download a retailers app are looking for a deeper experience with a favorite brand, in addition to just optimized commerce and brands need to deliver an engaging and personalized experience that their best customers won’t get on the Web,” GPShopper’s Mr. Kovacs said.
“If done properly retailers will be rewarded with three to four times the visit frequency and two to three times the conversion rates of their mobile Web sites,” he said.