1. App as an exclusive channel is a winning strategy
Highstreet CEO Thijs van Schadewijk kicked off the session by showing the revenue growth going through the platform over the years. The business that all the brands are doing through the Highstreet platform is growing fast and effectively doubling every year. For the upcoming year the expectation is to grow even faster as more and more brands discover how effective the app is to grow the mobile business. The takeaway? Position your app as an exclusive channel to entice more customers to download the app. Once they do, these customers will visit more often and buy more than they would do on the website. Last year, jeans-brand DENHAM launched an App-exclusive Sale and many brands followed this practice during Black Friday and this years Summer Sale. Results have been nothing short of amazing. The platform is breaking revenue records this month again and we’re seeing conversion rates per customer of more than 20%
2. The App will be used by your best customers
Thijs explained that an App will attract ‘gold customers’. Brands should be fully aware of that and design their (content) strategy accordingly. The content of the app should be at least as good as that of the website — if not better. Your best customers are in the app so make sure you roll out the red carpet for them. Next Thijs highlighted a few technologies Highstreet offers that can be used to execute that strategy. First by using Highstreet’s content extensions, brands can seamlessly integrate web content into the app. Second, brands should use the Highstreet Push API to send 1:1 messages to their customers. For example to send out service messages like logistic messages(“your order is ready to ship”). Lastly Thijs highlighted the potential of using your brand stores to drive app use and app downloads and improve the in-store customer experience. Showing examples from Coolblue and Albert Heijn, Thijs showed how customers will get more and more accustomed to using their smartphones in-store. For example brands can promote the barcode scanner in-store to help customers buy products that are out of stock in-store from the online store.
3. Make Push Notifications part of the customer journey
Ewoud Frielink from Omoda kicked off his talk by showing the audience the things Omoda is doing with push notifications. With just a few hours of development they connected the Salesforce Commerce Cloud order export with Highstreet’s personal push API, so they were able to send users tailor made messages.
One of the key learnings of Ewoud’s talk was that by connecting sources like Salesforce Marketing Cloud and Order Management Systems to the Highstreet platform, a lot of powerful use cases for push notifications will open up. Think of special birthday coupons (“Happy Birthday, Anne! As a gift, you receive 10 euro discount at Omoda using coupon code ‘happybirthday’ — valid 30 days”).
4. Connect the App with your stores
In the second part of his talk, Ewoud focused on “App in-store”. Currently Omoda already uses the Highstreet features Pick-up in store, check & reserve and Pay- in store. But Omoda — the biggest shoe retailer in The Netherlands — is currently setting up a pilot to take this all a step further, by offering users the possibility to get a pair of shoes ‘instantly’ in the store by using the app. You select a pair of shoes in the app and directly book an appointment with the store staff to see if the pair fits your size and style. One of the key takeaways: experiment with connecting the Highstreet platform to data sources, find use cases that make sense, measure results and learn.
5. “If you don’t show it, they will not see it”
Dimitar Petkov from Marlies Dekkers provided a simple (but powerful) observation on an App’s homepage: “home” is not only the home of your app, but also the home of your brand. During his talk Dimitar told the audience about the content strategy of Marlies Dekkers and how they use the app to bring ‘brand’ and ’shopping’ together. He showed specific examples of how the lingerie brand uses storytelling to build emotional value. Dimitar raised the importance of going ‘all the way’ with your App’s home. Make it presentable, inspirational and fit your brands story. The Marlies Dekkers app is one of the best practices for brands using our platform the way we envisioned it: to let your brand shine. This way the app will not only deliver revenue growth but also brand equity growth.
The common thread of Mobilize 2019
Mobilize Summer 2019 was inspiring and we saw a lot of attendees that left feeling motivated to start using the insights. The presentations and conversations were multi-faceted, but a common theme that we spotted across the entire morning was the importance of treating your app users as your most important customers. Turn ‘loyals’ into ‘royals’by using the technology Highstreet offers and by telling your brand stories.