How should you think about smartphone apps in relation to your business? There are a number of ways to consider them strategically:
Brand building. Simply being in the game – associating your brand with apps – will build your brand in some consumer and/or tech-savvy segments. Brands are also built as much through positive word of mouth and reputation as they are through buzz and advertising now, and apps can help deliver and spread your message.
Customer experience. Everyone is looking for ways enhance the customer experience. We know that engaging customers in dialogue, providing them with new and improved tools to consume information and transact, and giving them unexpected, rich and “cool” interactions will improve the customer experience. Apps can help bring all of these intentions to life.
Customer loyalty. A repeat customer is said to be five times easier to sell than a new customer. Customer loyalty can involve points or incentives programs, but it is meant to keep customers from even thinking about looking to one of your competitors. Understanding purchase histories and delivering timely updates, promotions, and so on, are keys to increased customer loyalty. Again, apps can be great vehicles to deliver loyalty-generating offerings.
