Mobile Apps Drive Brand Value Proposition

by Raymond Pucci 0

Mobile apps concept in flat design style.

Mobile apps have become the face of the brand for merchants and other types of businesses as well. But as the following article reports, many apps get ignored or discarded after one use, if the value to the user is not compelling.

In the early days of the internet, companies built websites that functioned as brochures. They contained little content and offered no more than some lovely photos and contact information. Today, mobile apps are an enticing draw. But companies are falling into the same trap: Your boring application does not convey your value. If users install it at all, they will soon uninstall it to make room for something else.

Apps now account for 89 percent of mobile media time. Yes, you want a slice of that pie. But app users are fickle; nearly one in four will abandon an app after one use. Phones represent valuable real estate, so if your app isn’t providing value, it’s heading for the trash can.

You’ve been told a mobile app keeps your brand top of mind, and that’s true. Your brand’s logo is on that person’s phone, constantly visible. By installing that app, the user may have agreed to receive push notifications and/or emails from you.

Your unique value proposition is what your brand offers that’s different. Your UVP should be written out, describing your company, what it offers, how they are positioned, and your target market. The statement also identifies your niche and how you stand out from your competition.

Target stores are a prime example. The store’s mobile app gives users discounts. Users scan their phones at checkout to snag savings, promotions, coupons, and more. In exchange, Target knows where you spend the most time in the store, what you buy, what you look at, and how many visits you make and to which store.

Some mobile apps are just plain buggy and do not work as intended. While not a foolproof way to assess apps, simply looking at the reviews within online app stores can raise red flags that make a downloader think twice. Mobile apps value usually comes from adding convenience and time-savings to a user’s daily routine. Integrating various features such as payments, marketing programs, and ordering ahead are typically a recipe for success. Quick Service Restaurants (QSRs) and C-stores are the retail categories that most often get it right with mobile apps.

Overview by Raymond Pucci, Associate Director, Research Service at Mercator Advisory Group

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