While many fashion mobile apps have been removed from app stores because of little or no usage, a few select brands have managed to swim against the tide and emerge victoriously. In a previous blog, we discussed the methods to make your mobile app more searchable, and in this one, we will focus on how to get customers to keep using your app, especially a fashion/retail app.
Invest in Innovation
In a study by McKinsey, it was found that just 4% shoppers had ever downloaded a luxury retail app. Of that 4 %, many revealed that they’d only use it if it had something exclusive to offer, such as discounts or rewards, or convenience, like an easy-to-browse catalog. For example, CaratLane – a leading e-commerce retailer of diamonds and diamond jewelry in India, understood this simple fact early. Consequently, it optimized its mobile app to improve customer experience and registered significant growth in conversions.
There is a whole world of opportunities for fashion brands and retailers to use mobile apps for adding zing to the usual shopping experience. A few examples here are real eye-openers:
Gucci: To celebrate the holiday season, Gucci invested heavily in its mobile app. It launched features such a virtual reality video with a countdown clock, an interactive “Book of Gifts” with shoppable GIFs, Gucci branded filters and emojis that customers can use on their photos clicked through the app, and a lot more. One of the more striking features is the “Cabinet of Curiosities” which is unlocked part by part when shoppers at Gucci stores scan the window displays. It is clear that Gucci wants shoppers with a mobile app to have an enhanced experience, over those who don’t. Now that’s some incentive to download the app.
GAP / Klothed / Divalicious: A host of fashion and retail apps have already added virtual dressing rooms that allow users to try on the outfits and even share them on social media. It allows people to see how a given dress would look on their face, body type, and shape. Whisp — a messaging app for private online shoppers actually incorporates the features of a regular messaging app like WhatsApp or SnapChat with an added functionality of incorporating pictures of products that they would like their friends to see. That’s pretty clever, considering the fact that most people today shop with the opinion of their “BFFs”. All these examples may be worth taking a cue from.
Tell a Story
One of the reasons for not using a mobile app to shop is that customers don’t get the actual look and feel of their products, fabrics, and materials. Tell your potential shoppers a story with interesting information about the history and origin of the fabric, which celebrities wore them in the past and so on. Remember not to skip any important details they need to know about the product, the more information you provide, the more confident they are about shopping through the app. Add realistic pictures, maybe even a ramp walk video of the product, like Asos does.
Flexible Payment Options & Security
This is of paramount importance because many Indian customers cite the lack of Cash on Delivery or Wallet payment options as the biggest hindrance to shopping through an app. Moreover, a global study by BI Intelligence in 2016 revealed that as many as 31% shoppers had security concerns about purchases made through an app.
As it turns out, designing a mobile app is just the tip of the iceberg; the real challenge is to sustain its usability. Therefore, one can never be reminded enough of the strategies to keep a mobile app fresh and user-oriented.