O Own app is ceasing to be just another sales channel to assume an increasingly strategic role within companies.
Networks of Retail and business from different sectors, they have been investing in their own platforms to concentrate relationships, benefits, loyalty programs, engagement experiences and, in some segments, even initiatives related to betting and raffles.
The movement has a clear logic: bring the brand closer to the consumer, increase control over the digital journey, and create new revenue opportunities.
More control over the relationship with the customer
When a large part of the digital experience takes place on third-party platforms, the company ends up sharing not only revenue, but also important information about the behavior of its consumers.
With its own app, this dynamic changes.
The brand now has better control of the entire experience, from first access to purchase, post-sale, campaigns and loyalty programs.
In addition, it reduces dependence on intermediaries and creates a direct channel with its own customer base.
For the business, this means more autonomy to test campaigns, launch benefits, and develop new forms of relationship.
Data helps to better understand the consumer
Another important point of this strategy is in the data.
Each interaction within an app can generate relevant information about the user’s journey: access frequency, products of interest, buying behavior, participation in campaigns, and response to different offers.
With an appropriate data structure and CRM, this information can be used to make communication much more personalized.
Instead of sending the same campaign to the entire base, the company can create different actions according to the profile and the moment of each consumer.
It is possible, for example, to identify returning customers, users who haven’t purchased for some time, or people who show interest in certain categories.
The result is a more relevant experience for the user and a more efficient relationship strategy for the company.
Loyalty goes beyond points
Having a loyalty program no longer just means offering points with every purchase.
Companies are creating more complete ecosystems, combining different mechanics to keep the consumer close to the brand.
Cashback, exclusive benefits, challenges, relationship levels, personalized coupons, special campaigns, and gamified experiences are some examples.
The logic is to generate new reasons for the customer to continue using that digital environment.
Thus, a purchase can stop being an isolated interaction and become part of a continuous journey.
The consumer buys, receives a benefit, returns to the app, participates in a new campaign and continues to relate to the brand.
The dispute also moved to the digital environment
This scenario also increases competition between companies.
Brands that previously competed for consumers primarily for price, product, or physical location must now also compete for attention within the cell phone.
And having an app available in stores isn’t enough.
The experience must work well, be simple and, above all, provide some value so that the user has reasons to return.
This involves technology, UX, integrations, data, CRM, and a clear product evolution strategy.
The app needs to track consumer behavior and also business objectives.
New opportunities also require responsibility
The growth of experiences related to luck, betting, and other digital mechanics also brings a new level of regulatory attention.
When these features involve money or regulated activities, issues such as transparency, protection of minors, security, publicity, and responsible gaming are mandatory part of the discussion.
Therefore, companies interested in exploring these possibilities need to consider not only technological experience, but also the entire regulatory and operational context related to the business model.
Your own app as part of the business strategy
The main point of this transformation is that the application ceased to be seen only as a digital extension of the company.
When connected to operation systems, CRM, communication channels, and business data, it now occupies a much more relevant position.
It can become a sales channel, relationship, loyalty, data collection and generation of new opportunities within the same platform.
And it is precisely in this type of challenge that Alphacode Act.
We develop tailor-made digital applications and platforms, connecting user experience, integrations, data, and technology to the real needs of each operation.
More than putting an app on the air, we help companies build digital products prepared to evolve along with the business.
Is your company thinking of creating or evolving its own application? Talk to Alphacode and let’s talk about the project.
Recent Comments