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How to optimize the user shopping experience with a customer-centric approach on an online shop’s mobile app

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Many online stores work the mobile app and the website independently, considering the users of each device as different buyers. The main issue, in this case, is that the lack of a unified customer profile leads to ineffective, annoying, and redundant communications on different channels. That will negatively affect the Customer Journey Map (CJM) and the shopping experience, increasing the customer churn rate. 

The solution to avoid these types of mistakes in the CJM lies in implementing an omnichannel strategy and a personalized approach for each device and customer that guarantees a unique shopping experience across all channels. Would you like to know how? Let’s see some cases that show the necessity and effectiveness of using a customer-centric approach in the mobile app.

Why is data synchronization so essential to provide customers with the best experience?

Imagine that a customer usually uses both website and mobile app for their online purchases. They become familiar with the catalog and start filling the cart from the smartphone to review later the selected items on the laptop where the purchase will be placed. 

The lack of data synchronization when switching devices will lead to the history of their actions not being perceived as a single whole. That is as if the same user on the desktop and mobile versions were two different people. In this case, even if the customer completes the purchase from the computer, they will receive an “abandoned cart” email for the actions on the mobile app. In addition, if the abandoned cart scenario includes a promotional code to encourage the customer to finish the order, they will be aware that they could have purchased at a reduced price. This will lead to a negative experience on the online store. That could also drive the buyer to return the order to enjoy his discount, with the inconvenience and additional costs associated with returns.

According to a PwC study on buyer experience, one out of three customers leaves a brand they liked after just one bad experience, and 92% do so entirely after two or three negative interactions.

Synchronizing in real-time your customer data is time-consuming but essential for a proper retention management. Technologies such as Retail Rocket’s Customer Intelligence Platform simplify this process. Its implementation will let you unify the information of each user in a single profile and automate and personalize your marketing actions to optimize your strategy and offer the best shopping experience. 

When buyers start an order from the laptop and continue adding products to the cart from the mobile app, thanks to the Customer Intelligence platform, they will receive an abandoned cart newsletter to motive them to complete the process. The system stores all the information in the Data Warehouse module and automatically decides which scenario and what products to activate,, and the best time and channel for every single user to be approached. 

Personalizing communication with every single customer based on their behavior on different channels will avoid repeated messages and annoying and irrelevant communications, maximizing conversion.

The key components that help implement this approach are: 

  • Data Warehouse: a single data warehouse that allows combining information from different channels and creating a customer profile;
  • Personalized in-app recommendations that help make a decision and accompany the customer through all stages of the Customer Journey;
  • A data-driven communication strategy helps increase the campaign’s reach and generate valuable and relevant communications. 

Mobile app AI Personalization to cover the entire CJM

The small screen of smartphones should contain the most crucial information for buyers and relevant offers to help them make the best decision, ensuring a positive shopping experience. According to a Google/Ipsos survey on mobile user behavior, 63% are more likely to purchase at online stores whose websites and mobile apps offer personalized product recommendations.

Let’s move on to some cases and the results showing the effectiveness of mobile app personalization. 

We provided the client a positive shopping experience

Buyers are already so used to personalized recommendations on the website that they cannot imagine an online store without them. Product selections aid choice and simplify search. This translates into increased conversion and average order value for retailers, while customers easily find the product and add related items to the cart before finalizing the purchase. Providing customers with a positive shopping experience increases loyalty and motivates repeat orders.

Hoff hypermarket case

Displaying personal recommendations in the mobile app helps shoppers make a purchase decision. Implementing product blocks makes it possible to show every single user a unique version of the store based on their interests, providing a positive shopping experience that will keep them returning to buy again and again. 

Hoff implemented Retail Rocket’s technology for personalizing ten pages of the mobile app: 

  • Home page;
  • Category page;
  • Product card page;
  • “No results found” Product page;
  • Search page, etc. 

For example, in the product card of the Hoff online hypermarket’s mobile app, the user is shown two blocks of recommendations simultaneously. The first includes related products as a complement to the product being viewed, which will increase the average order value. The second block contains alternative items that will avoid shoppers leaving the online store if the product does not meet their needs.

Results:

  • 12% of shoppers used recommendations in the mobile application
  • 5.5% of orders in the mobile app contain recommended products;
  • Recommendations provide 5.5% of the mobile app’s revenue
  • The average order value of customers using recommendations is 21% higher than other users’ average in the mobile app. 

We created a single customer profile based on data from different channels

Combining data from different channels (online store, app, and offline purchase history) allows you to create a single customer profile. Collecting all data in one place and its synchronization in real-time will serve as the basis for further effective communications with the client: personal recommendations on the website, mobile app, email newsletters, push notifications, etc.

All this helps create a customer-centric approach and facilitates the Customer Journey on the online shop.

Rive Gauche, a perfumery and cosmetic online store, provides every user a personalized offer in the mobile app, stores the data, and uses it for future communications, driving very positive results. 

Let’s see below an example of this online shop’s home page in the mobile app where users are shown a block with products based on their behavior and interests in real-time.

Results:

  • 9% of shoppers used recommendations in the mobile app;
  • The average order value of customers using recommendations is 50% higher than other mobile app’s users

Improving communication strategy with the Customer Intelligence Platform

A unified customer profile will let you create more effective, relevant, and less annoying communications. So that you will extend your messages’s audience reach to those who prefer using the mobile app for online purchases.

The Retail Rocket’s Customer Intelligence platform makes this possible. The Management Campaign System module automatically displays a personalized offer in the best channel and moment to every user based on the information stored in the Data Warehouse module. This tool is very effective for an omnichannel strategy by sending email newsletters, push notifications, and SMS. 

SberMegaMarket marketplace case

SberMegaMarket has integrated AI personalization on thirteen pages of its online store’s mobile app: 

  • Home page;
  • Category page;
  • Product card page;
  • “No results found” Search page, etc.

Let’s look at how personal recommendations for the product card page look like when an item is out of stock. In that case, the online store offers similar alternative options that may also interest the user, encouraging them to keep browsing the catalog. 

In addition, by implementing personalized recommendations in the mobile app, users will have more options to interact with the store, being more active (analyzing the products personally selected for them, adding them to the cart, etc.). That is a valuable additional source of data on customer behavior that will allow you to launch trigger-based email scenarios, which are proved to be the ones that generate the highest conversion. 

The following graph shows the increase in sales obtained for the “abandoned product view” scenario after personalizing SberMegaMarket mobile app. The number of orders coming from trigger-based emails almost doubled.

Results obtained for six months using personalized recommendation blocks in the mobile app:

  • 18% of shoppers interacted with recommendations in the mobile app;
  • Recommendations provide 15% of mobile app revenue;
  • With mobile app recommendations, the number of orders from trigger-based emails almost doubled on the website. 

Some takeaways

Customer experience results from the personal impressions a user has when interacting with the online store. Implementing AI technology for personalizing the offer in every device within your omnichannel strategy will provide the best UX that will encourage customers to repeat purchases and spend more. 

It is unthinkable to create a high-quality shopping experience without understanding the Customer Journey. Therefore, working to improve each stage of CJM should be part of any successful business strategy. To achieve this it is crucial to store customer data in a unique profile to launch effective campaigns based on every single customer’s behavior. 

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