As app usage increases, consumer demand for personalization is soaring. Last year, the number of times that users opened apps such as emoji keyboards and wallpaper makers grew by 332%, making Personalization the fastest-growing category in the App Store. By comparison, app sessions in the News and Magazines category went up by only 135%.
Brands can garner significant ROI from catering to that demand, a notion made clear in L2’s Intelligence Report: Personalization. Many of the brands L2 labeled as “Genius” in 2015 – only 3% of 1,800 brands examined –incorporate personalization into their apps. For example, Hilton’s HHonors app lets members use a digital floor plan to select their rooms.
Alex and Ani is another company feeding the consumer appetite for personalization. The brand’s mobile app blends content and commerce, offering curated picks from the brand’s latest collection alongside interactive content such as horoscopes that is targeted to information supplied by users. Within three days of its launch, the brand’s offering joined the top 20 Lifestyle apps on iTunes – testifying to the power of personalization.