New research reveals the dos and don’ts of app-based marketing this Black Friday, according to research by SAP Emarsys.
Shoppers who install an app such as guitar manufacturer Gibson Brand’s app on their phones are 20 per cent more likely to express ‘true loyalty’ than other consumers, according to new research from SAP Emarsys Customer Engagement, released ahead of the Black Friday cyber weekend.
‘True loyalty’ is defined as “unwavering, unshakeable loyalty built on trust and devotion to a brand”. According to the research — which surveyed over 2,000 Australian consumers — app users are not only more loyal, but also more driven by rewards and incentives compared to those who don’t install apps (33 per cent).
The data also shows that 49 per cent of Australian consumers will use brands’ apps to browse and buy this year. SAP Emarsys believes app-based marketing will provide a powerful boost to customer loyalty — lasting well beyond the peak sales season.
But when it comes to delivering app-based experiences, brands are walking a fine line. Slightly more than half (52 per cent) of consumers find the overuse of push messages “annoying”.
A fifth (19 per cent) will also block brands’ apps from sending them notifications if they fail to provide relevant updates, while 27 per cent will hit ‘block’ if notifications are not timed appropriately:
“Mobile apps give brands a direct connection to their customers, but true engagement comes from delivering the right message when it matters most,” said Kelsey Jones, head of product marketing at SAP Emarsys.
“Effective personalisation should feel seamless, with AI helping marketers respond to real-time behaviour. The outcome? Happier, more loyal customers and timely, relevant communication.”
SAP Emarsys said supercharged customer engagement is exemplified by many of the world’s biggest brands looking to boost loyalty with apps this Black Friday and holiday shopping season.
World-leading instruments manufacturer, Gibson Brands, has been using its app not just to sell instruments, but to build engagement by teaching users to play the guitar.
With app users being synced into SAP Emarsys, Gibson can achieve their goal to get a single channel fan to interact with their brand in a multiple channel way, then use first-party data to drive personalisation across all its channel.
