How the mobile app can increase the Customer Retention of your store

How the mobile app can increase the Customer Retention of your store

How many minutes has it been since the last time you looked at your smartphone? I guess not many, there is also a high probability that you are reading this article from the screen of your mobile phone: actually, nowadays the percentage of population who own smartphones or tablets is increasing. To give an example, 70% of Americans own a smartphone and 50% a tablet (and these data do not differ much from the ones of other nations). 

It is therefore easy to understand how important is for a brand to implement marketing strategies that adapt to this new social phase in which there is the principle of “if it’s smart is better“. If you are looking for actions that can lead your e-commerce to a long-term success and a real growth, it is important to try to combine winning business plans, such as the customer retention one (which is based on the loyalty and retention of the acquired customers), with digital tools that are easy to understand and use; specifically, this article will focus on how to increase the customer retention thanks to the app.

If you want to learn more about this topic, take a look here.

Be visible to your customers at any times

Statistics show that the average american spends more than two hours a day on his smartphone; within this time he will use different applications but it is important that the app of your e-commerce is clearly visible, attracts his attention during the scrolling and induces the desire to log in and start shopping thanks to a well-designed app icon!

First of all, the user has to download the app on his mobile device: in this way he will be able to see it in the home right after unlocking the phone and will be aware of the app presence even if it remains dormant. This will be an advantage for your business because the human mind unconsciously records every image and text it sees. Developing a well-designed app, with attractive features and which is updated frequently, will lead to a growth in brand awarness: in this way the user will be more likely to develop a deeper consciousness of the brand!

Create a direct marketing channel and increase the customer engagement through push notifications

One of the greatest benefits of having an app is that all the information you want to send to customers are “at their fingertips“; in this way it will be easier to increase the customer engagement, making the user perceive a more direct and human connection with the brand and, consequently, to increase the retention. This can be implemented in your business strategy thanks to the support of push notifications!¬†

Push notifications are digital messages that are automatically sent to the user according to actions he takes (if he often visits a product category, if he buys a specific object, etc.). Let’s see some of their benefits:¬†

  • They have a concise and friendly text: they are sent to welcome, to remind that there are items in the shopping cart or to inform about special offers.
  • They appear on the screen as notifications that you don’t need to open to read: this fits very well with modern frenetic habits that rarely allow users to waste even a few seconds to open and read an email from a newsletter or a text message.
  • They can increase the conversion rate of customers, and, consequently, generate an increase in purchases.
  • They offer content that customers may like¬†thanks to the information that the system collects from their profile and can be deactivated in case they are annoyed.
  • They generate a direct brand-customer communication¬†that is not confused with other advertising messages.
  • It is possible to schedule the sending of messages, for example with offers that will surely attract the attention of your customers.

Push notifications will allow your company to create a more direct and lasting relationship with customers and this can only benefit you!

Not just push notifications: email and SMS

Email, SMS and Push notifications are three different communication methods that are part of the marketing strategy of your e-commerce and that will allow you to implement your customer retention. We have already how much push notifications can be useful, let me explain in detail how you could use an email and SMS marketing strategy:


Email, SMS and Push notifications are three different communication methods that are part of the marketing strategy of your e-commerce and that will allow you to implement your customer retention. We have already how much push notifications can be useful, let me explain in detail how you could use an email and SMS marketing strategy:


SMS messages represent the easiest and most immediate tool to communicate something to the final consumer, as long as the text is direct and explanatory- Using an sms it’s possible to build customers loyalty or contact new ones. There are specific portals and software that allow the automatic sending of messages from a computer.

Customized email marketing

We have just seen how email can be useful on many occasions, but I want to dwell in particular on customization. Emails guide the user during the whole building process of the relation with your brand: from before to the after-bought. You may wonder why, but in reality the reason is very simple: you must never stop courting the customer, communicate safely with personalized messages and sometimes provoke to ensure that the user is not captivated by the competition.

Customized email marketing is surely the strategy that suits you! These are personalized emails that propose new products or interest-based offers by looking at what customers have purchased or checking on their abandoned cart. You can even celebrate their goals, like birthdays or anniversaries with you, while offering exclusive offers or prizes if they activated the fidelity program. How often can you send these emails? You choose it!

Among the tools that can help you definitely can not miss Shopify Email. This is email marketing that provides you with the right means to build lasting relationships with your customers and, as a result, bring more profit to your brand.

Offer a better mobile experience

The concept of Customer Retention is closely linked to the Customer Experience: when you are able to offer a tool that is simple to use, easy to understand and that has an attractive design, you are also able to make customers become attached to the brand and induce them to buy again because of the positive and satisfying experience. The app embodies all of these potentials, here there are some advantages: 

  • Cart recovery: the cart remains saved even if the user stops shopping and exits from the app. This is an element that contributes significantly to improve the customer’s shopping experience if compared to web platforms in which they have to reassemble the cart because they left the site.¬†
  • Personalized content: the app is designed to be used on mobile devices (smartphone or tablet). So the design will be studied specifically for these and it will present structural differences from the website in order to make its use more immediate. In this way the usability of the interface is improved and facilitates an emotional connection with the user by making the customer’s actions more clear and fluid.
  • Fast-checkout: it automatizes login, speed up the entry of personal data and offer payment options such as Apple Pay or PayPal. In this way, users will have fewer reasons that could make them desist from buying, reducing the percentage of abandoned carts: just think that the cart abandonment rate in apps is 20% against 97% of mobile sites!

Usability is one of the most important aspects to take care of, the user will be more likely to stop using the e-commerce app if it is perceived as difficult and unintuitive and this will have negative effects on retention.

Offer exclusive content and promotions

Consumers are always looking for the best offer…¬†But what if it exists only on the brand app?¬†Well, this would surely persuade potential customers to download it in order to have access to this promotion. Of course, to increase the retention, it is important to make sure that the app is not deleted immediately after purchasing but that it continues to be a preferential platform from which buy: some examples of winning strategies could be to¬†activate promotions only on mobile app that do not exist on the e-commerce website or put on sale some products only on the brand’s application. In this way, the customer will recognize the promotional benefits that comes from it and, if satisfied, will continue to buy through the app.

A concrete example of a company that uses this strategy to increase the retention is Booking: some structures are only available on the mobile app and do not appear on the website, as well as many promotions. This encourage users to download the application and to prefer it to the website in order to have an extended range of choice and enjoy better discounts.

Reward them with loyalty or VIP programs

Another good reason why you should create the mobile app of your e-commerce is the Customer Loyalty: each of us is constantly overwhelmed by so much advertising that it makes it difficult to impact the consumer. For this reason, it is important that the brand develops strategies to create an authentic and strong connection in order to convert the user into a loyal customer, satisfied with the service you are offering.

An effective strategy is to implement loyalty programs, such as rewarding customers for interacting with the ecommerce app through points that will give them discounts. This increases the chances that the consumer will buy again and with pleasure, but it also decreases the possibility of him being attracted by the competition. 

Therefore, it is important to know when to reward the customer in order to have a significant impact on him; here are a series of moments in which it is good to introduce benefits for the most loyal ones: 

  • When a user downloads the app: offering a discount that can be used on the first purchase represents an immediate gratification for the customer and creates a strong feeling of reciprocity;
  • When a client buys: you’ll show appreciation for the trust the consumer has placed in your brand. You will give them a good reason to come back!
  • The day of his birthday: when the customer sees that you have spent time to celebrate his birthday he will feel more emotionally involved. This will definitely be a motivation to come back and buy.¬†
  • When he shares your brand with other users: your customers are extremely important for the word of mouth that they do. Indeed, if they are loyal customers, they already appreciate your brand. Rewarding them for spreading this positive experience with other people will, first of all, strengthen the relationship with them and also attract new users.

Subscription program

Subscribing to a monthly or annual subscription, in addition to ensuring certain revenue, will stimulate customers to buy from you so as not to waste the investment in the subscription. Let’s take a step back to understand what leads your customers to subscribe a subscription and to try to understand it better I’ll give you a very practical and concrete example.

Amazon Prime allows its subscribers to have unlimited deliveries in 1 day on 2 million products and in 2-3 days on millions of other products, gives access to unlimited streaming of movies and TV series on Prime Video, as well as Prime Music, gives early access to flash deals and much more.

The winning strategy? Have exclusive pluses for which it is worth paying the monthly or annual fee.

Offer a more comfortable and efficient customer care service

A really important element for the customer retention is to offer a customer care service that is as efficient as possible: being able to guarantee a quick response to customer requests without making it difficult to contact the company, brings a considerable added value to your business. 

The app allows you to better implement the customer care functions through:

  • In-app¬†messaging: they offer a personalized, immediate and guaranteed customer service 24hrs;
  • Direct-call button: just press it to quickly contact a company operator;
  • Whatsapp Business: it allows you to give visibility to your products and services, interact directly with customers and answer their questions throughout the entire shopping experience;¬†
  • Live Chat:¬†it helps you to assist customers throughout the entire purchase cycle: from pre to post sales, up to the management of complaints. You can also easily ask for feedback on your service and talk to your customers;
  • Customer feedback¬†area: collects customers’ experiences and their opinions;
  • Section with frequently asked questions (FAQ): helps potential customers to resolve their doubts without necessarily having to contact the company.

All these services will lead to speed up the loyalty process, strengthening the relationship with acquired customers and attracting new ones. It must be one of the primary objectives of the company to make the consumer experience as pleasant as possible, making him forget the typical hassles and the biblical times of contacting the customer service. 

Corporate social responsibility program

Corporate Social Responsibility translates into a corporate policy that harmonises economic, social and environmental objectives with a view to environmental and human sustainability for current and future generations. In concrete terms, this concept concerns not only the quality, reliability and safety of the product, but also the protection of the environment and health, energy saving and the correct advertising information. 

The Corporate Social Responsibility is increasingly being used by small and large brands to increase their customer retention and, consequently, increase sales. Because today people are increasingly attentive to what companies do, they want to associate themselves with shops and businesses with shared values, moral, ethical or social objectives.

Did you know that:

  • 93% of consumers¬†is more loyal to companies that engage in corporate social responsibility activities;
  • 90% of consumers¬†would stop buying products from companies that have misleading and irresponsible conduct;
  • 66% of consumers¬†worldwide are willing to pay more for products and services from companies engaged in social and environmental sustainability.

How can you become a socially engaged e-commerce? You can start with the packaging of your goods, making it more sustainable, for example, by using recycled or recyclable materials, and thus minimizing environmental impact and packaging materials.

Develop your app

A solution that will allow you to easily apply most of the points above, thereby increasing retention, is the Mobile App. How? Let’s find out together what it allows you to do:

  • Create a¬†direct marketing channel with push notifications, with a consequent increase in customer engagement;
  • Offer a¬†better mobile experience: the App is the quicker tool to enter and with an interface optimized for mobile devices (check on¬†this article¬†to discover how an app can ease mobile purchases)
  • Offer¬†exclusive content and promotions only on the app;
  • Reward your customers thanks to¬†loyalty programs or VIP¬†for example through¬†points¬†that will give to your users exclusive discounts;
  • Offer an attentive, fast and effective¬†customer care.¬†

To give you an idea of the advantages that your brand can benefit from thanks to the App, here’s some insights:

  • The¬†conversion rate¬†of mobile Apps is¬†3 times that of a website;
  • The¬†average cart¬†on the Apps is¬†140% higher than on the web;
  • Mobile apps have¬†80% of repeat customer rate;
  • Cart abandonment rates are 20% from the App,¬†68% from¬†desktop¬†,¬†97%¬†from¬†mobile sites.

... what now?

I’m going to leave you with a consideration: a 2019 research showed that¬†90% of the time spent on the internet is spent on apps, not websites; this is a very strong indicator to understand in which area it is better to invest to grow and succeed. By investing in a Mobile App you will offer¬†better shopping experiences, you will get¬†happier customers¬†and you will increase the customer retention of your e-commerce!

The growth and success of your e-commerce are not only related to the customers you have yet to reach but ,in many cases, already acquired customers can be more important and useful than new ones. Improve sales from a good level of customer retention. You just need to try it!
Now, I’m ready to give you a quick, easy fix. Shoppy lets you build your Shopify store’s Mobile App in minutes and without the need for technical knowledge. The best Shopify brands have already developed their own App and this will help them increase their customer retention rate. Are you ready to grow your brand? Book now a free demo with the Shoppy team.