In today’s fast-paced digital landscape, the e-commerce sector is constantly evolving. As Heads of eCommerce, we’re always seeking innovative solutions to enhance customer experiences and drive sales. Recently, on an episode of The MarTech Matrix Podcast, host Sean Simon interviewed Abhijeet Singh, co-founder and CEO of Appbrew. The conversation offered a wealth of knowledge on how mobile apps can transform our e-commerce strategies. Here are some key takeaways that I found particularly relevant for our roles.
The Appbrew Advantage
Democratizing E-commerce Apps
Abhijeet Singh drew a parallel between Appbrew and industry giants like Shopify and Klaviyo. Just as Shopify revolutionized the e-commerce space by making it accessible to everyone, Appbrew aims to do the same for mobile apps. By providing a high-performance sales channel, Appbrew empowers brands to own their customer experience, continuously upgrading their tech stack to stay ahead of the curve.
Owning the Customer Experience
In an increasingly cookie-less world, first-party data is becoming more valuable than ever. Apps offer a unique advantage in this regard. Unlike traditional web channels, mobile apps allow for better data leverage, enhanced personalization, and more effective customer retention strategies. Singh highlighted that over 90% of e-commerce customers are now accessing stores via mobile devices, underscoring the need for a dedicated mobile app to deliver a seamless shopping experience.
Why Mobile Apps Outshine Mobile-Optimized Websites
Speed and Performance
A critical differentiator between mobile apps and mobile-optimized websites is speed. While a mobile website might take anywhere from 8 to 12 seconds to load, a native app typically takes less than 3 seconds. This significant reduction in load time can directly translate to higher conversion rates and improved user satisfaction.
Data Leverage
The ability to leverage user data is another compelling reason to invest in a mobile app. On average, less than 1% of web users log in during their sessions, compared to 20-40% for app users. This higher login rate provides brands with richer data, enabling more targeted marketing efforts and personalized shopping experiences.
Integration and Ecosystem
Abhijeet emphasized Appbrew’s commitment to building a robust ecosystem similar to Shopify’s app marketplace. With over 70 native integrations and counting, Appbrew allows brands to seamlessly incorporate various functionalities such as loyalty programs, personalized recommendations, and advanced search capabilities directly into their app. This level of integration ensures that brands can offer a cohesive and enhanced user experience.
Omnichannel Commerce and the Role of Mobile Apps
Bridging Online and Offline
For brands with both an online presence and physical stores, mobile apps serve as a crucial bridge. Customers often browse online but prefer to purchase in-store. By leveraging browse data from the app, brands can optimize their merchandising strategies, ensure inventory availability, and even drive in-store purchases through integrated loyalty programs.
Enhancing In-Store Experience
Apps can also enhance the in-store shopping experience. Features like native image search and personalized product recommendations can act as a digital assistant, helping customers find complementary products and providing a more tailored shopping journey.
When to Invest in a Mobile App
Determining the right time to invest in a mobile app depends on several factors. Legacy brands with strong organic search traffic and brand loyalty can greatly benefit from the data leverage that an app provides. Emerging brands with solid paid marketing strategies and positive customer feedback should consider apps as a means to scale effectively, reducing customer acquisition costs and improving retention rates.
Transitioning to Appbrew
For brands already utilizing an app, transitioning to Appbrew promises better outcomes. Appbrew conducts thorough app audits to identify areas for improvement, ensuring higher conversion rates and increased average order values. The transition process is seamless, with no loss of customers or data, as new app builds are uploaded as updates to the existing app.
The Future of Mobile Storefronts
Looking ahead, Appbrew aims to remain at the forefront of mobile storefront innovation. With advancements in AI and hyper-personalization, the future holds the promise of dynamic, individualized shopping experiences. Appbrew’s vision is to empower brands globally, equipping them with cutting-edge technology to compete effectively in the ever-evolving e-commerce landscape.
In conclusion, the insights shared by Abhijeet Singh on The MarTech Matrix Podcast highlight the immense potential of mobile apps in revolutionizing e-commerce. As Heads of eCommerce, it’s crucial to stay ahead of these trends, leveraging mobile apps to enhance customer experiences, optimize operations, and drive growth. If your brand hasn’t yet explored the potential of a mobile app, now might be the perfect time to start.
Let’s continue to innovate and elevate our e-commerce strategies!
