Shoppers who install an app on their phones are 20% more likely to express ‘true loyalty’ than other consumers, according to new research from SAP Emarsys Customer Engagement.
‘True loyalty’ is defined as “unwavering, unshakeable loyalty built on trust and devotion to a brand”. According to the research – which surveyed over 2000 Australian consumers ahead of the Black Friday cyber weekend – app users are not only more loyal, but also more driven by rewards and incentives compared to those who don’t install apps (33%).
With data also showing that 49% of surveyed 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 said to be walking a fine line. Slightly more than half (52%) of surveyed consumers find the overuse of push messages “annoying”. A fifth (19%) will also block brands’ apps from sending them notifications if they fail to provide relevant updates, while 27% will hit ‘block’ if notifications are not timed appropriately.
To help marketers navigate these issues, SAP Emarsys has announced a new release of its customer engagement platform, with advanced in-app mobile features. The new release includes ‘inline personalisation’ for mobile apps, allowing marketers to create more customised experiences, as well as new WhatsApp messaging features for marketers.
“Mobile apps give brands a direct connection to their customers, but true engagement comes from delivering the right message when it matters most,” says SAP Emarsys Head of Product Marketing Kelsey Jones.
“Effective personalisation should feel seamless, with AI helping marketers respond to real-time behaviour. The outcome? Happier, more loyal customers and timely, relevant communication.”