Examples of branded company apps
Global brands that have embarked on the app journey have witnessed fantastic customer and business results. In addition to the Starbucks example mentioned in the image above, Walmart is another major brand that has benefited from developing and launching a customer app. They now observe customers making twice as many trips to stores and increasing their spending by 40%.
Nike is another example; they launched a ‘run club’ app to create a community and provide nutritional and exercise advice. This has offered a completely new way for the brand to build customer loyalty and add value to what was previously a transactional relationship.
Other well-known brands taking advantage of the app trend include Chipotle, which uses the app for games and customer offers, and Coca-Cola, which developed a ‘Freestyle’ app to explore and test new drink flavours.
A common thread across these branded app examples is the business advantage of data. Savvy brands know that customer data is key, as it informs everything from pricing optimisation to the launch of new products. By engaging with customers via an app, businesses can collect this data much more easily and then use it to gain insights and further improve aspects such as customer experience and service.
Website vs app: top considerations
Having worked with several major brands over the years and having supported them with both website management and app development, the team at Adrenalin has established the top four factors you need to consider when weighing the options between a website and an app.
Firstly, consider your customers and target audience. You will need to understand the buying behaviours and demographics of your customer base to determine whether your top priority should be a website, an app, or both. Key questions to ask here include: What customer challenge are you trying to address? Will your customer demographic be open to adopting a new app? Where do your customers typically seek their information and entertainment?
As we discussed earlier, both websites and apps have various pros and cons, many of which are related to the features and functionality of the digital environment. Here, you should focus on the specific features you intend to develop and whether a website, an app, or both would be better suited to fulfilling those requirements.
Costs and time are, of course, critical in any development initiative. Therefore, you will need to carefully consider the resources available to you or that you can access. Don’t forget to take the pros and cons mentioned above into account when making this decision. Also, consider building a Minimum Viable Product (MVP) first to test its viability.
Lastly, but by no means least, you’ll need to balance your business needs and constraints with the opportunities presented by digital development. A significant percentage of apps fail, partly because they haven’t been properly aligned with overall business goals and brand needs. So, ask your team this crucial question: Does building an app align with your overall business goals, brand values, and digital product strategy?