Mobile App Promotion Strategies Successfully Implemented on Black Friday
In the lead-up to Black Friday 2020, retailers are urged to learn from past experiences, conduct a performance audit, and optimize their mobile apps to ensure a smooth and successful sales period. With experts predicting the total holiday online spend to surpass $189 billion this year, a well-executed mobile app strategy is essential to stay relevant and stand out among competitors.
Last year, Home Depot made a major app redesign just in time for the holiday shopping season, and it paid off with online sales growing by 19% in the third quarter of 2017. Mobile accounted for over 50% of the total online traffic, highlighting the importance of a mobile-focused approach.
One effective strategy for promoting mobile apps during the holiday season is to offer special discounts or unique perks for first-time users or through a referral program. This can help drive more app installs, as seen by Home Depot's successful strategy.
Personalization can also improve mobile app engagement by using tailored push notifications, targeted in-app content, and geofencing technology to re-engage users across other marketing channels. Push notifications can be used effectively to let customers know when sales start and to promote relevant items based on user behavior.
Partnering with Instagram influencers can be an effective way to promote products during the holiday season. Uber teamed up with a number of retail brands for the "5 Days of Giving" event, offering special gifts to chosen users. Walgreens and Starbucks also partnered for Black Friday app discounts, offering mobile coupons for Starbucks' Doubleshot Energy Coffee products to all app users.
To optimize an app listing for Black Friday, retailers should add screenshots, a spot-on description with keywords, and a promotional text to the listing. Extending sales until Cyber Monday can be beneficial, as customers spent over $3 billion via shopping apps on their smartphones on Cyber Monday in 2019.
The most effective mobile app promotion strategies for Black Friday 2020 focus on delivering personalized, timely deals through push notifications, integrating AI-driven personalized offers, and leveraging social commerce features such as influencer marketing and shoppable livestreams. Providing a seamless mobile checkout experience with one-click payments (Apple Pay, Google Pay) and offering value beyond discounts (cashback, loyalty rewards) also drive engagement and retention.
By investing in a mobile application and implementing these strategies, retailers can stay competitive during Black Friday 2020 and reap long-term customer loyalty.
Article updated on November 25, 2020.
References:
[1] Retail Dive. (2020, November 16). How retailers can up their mobile app game for Black Friday and Cyber Monday. Retrieved from https://www.retaildive.com/news/how-retailers-can-up-their-mobile-app-game-for-black-friday-and-cyber-monday/583458/
[2] Forbes. (2020, November 20). 5 Mobile App Strategies For Retailers To Boost Black Friday & Cyber Monday Sales. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2020/11/20/5-mobile-app-strategies-for-retailers-to-boost-black-friday--cyber-monday-sales/?sh=6b68d3a7243d
[5] Mobile Marketer. (2020, November 16). Black Friday and Cyber Monday: 5 ways retailers can optimize their mobile strategies. Retrieved from https://www.mobilemarketer.com/news/black-friday-and-cyber-monday-5-ways-retailers-can-optimize-their-mobile-strategies/574436/
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