Unless a brand owns a top app within an app store category, it is unlikely to gain traction among consumers. Convincing consumers to download an app is only half the battle: more than 75% of app downloads are never revisited. L2’s latest content and commerce report identifies two best practices to engage consumers with apps: enabling in-app commerce and repurposing on-site content.
Compared to 93% of commerce enabled brand sites, only 67% of brands have a commerce-enabled mobile app. Commerce-enabled apps perform noticeably better than apps that lack a direct path to purchase, receiving more reviews and higher ratings on average. Furthermore, mobile payment options like fingerprint sensing and pre-loaded payment information streamline a process that may otherwise deter consumers from completing purchases.
Beyond commerce, however, many brands fail to integrate useful content on mobile apps. Only one in five apps included videos and diagnostic tools, while lookbooks and tutorial content were adopted by less than one in ten. Digitally savvy brands are repurposing lookbook content across multiple channels to maximize ROI and engagement potential.
For example, for its Spring 2017 TommyXGigi campaign, Tommy Hilfiger deployed video and lookbook content across email, site, social media, and a new app called TommyLand. Featuring Gigi Hadid and an entire cabal of models and Instagram influencers, Tommy Hilfiger promotes curated looks on traditional media, site content, email, and social media, all linked together with the #TommyNow hashtag.
TommyLand, a custom app developed for the campaign, acts as a mobile lookbook. When shoppers see a #TommyNow look in real life or on the web, they can take or upload a picture to the app that then preloads the products to a list as a ‘Look’ that is saved to their account. Clicking on a look directed shoppers to a product list where they could click through to Tommy’s mobile site to complete the purchase. While it’s too early to tell whether the campaign is a success, it is a seamless integration of traditional and digital platforms that drives shoppers to a point of sale on their desktop or mobile devices.