2014 was an incredibly exciting year for mobile apps. With a huge advantage of personalization that mobile apps offer over mobile websites, even the most well-known brick-and-mortar stores have geared their attention to developing more mobile applications in 2015. Using these apps, these stores successfully leverage proximity functions like geolocation, push notifications, etc. to deliver mesmerising personalized experiences to shoppers, who so obsessively clutch their smartphones these days.
Many personalization platforms today emphasize primarily on retail mobile apps. But non-retail mobile apps can also keep their user community engaged. Read this post further to explore the different personalization strategies that work greatly for non-retail apps.
Many developers feel reluctant to dive into creating apps for non-retail businesses fearing from the exercise of collecting humongous customer data and developing big algorithms. Nevertheless, it’s a myth that we will debunk in this post.
Here are the top 3 personalization strategies for non-retail content.
1. Geolocation content
This is one of the great ways to personalize content. As majority of smartphones have in-built geolocation features, you can easily target users with newsfeed and even connect them with other users in proximity with same interests. One of the brilliant examples to quote here is that of iBeacon that enables mobile apps with its Bluetooth Low Energy technology to understand the location well and deliver relevant and contextual content to user based on location.
The better you understand a customer, the better and more educated recommendations, you can offer to your customers/online store visitors. You can extract useful information from your customers during the sign up process or even later interactions with your website. You can use this information for effective customer profiling when they start downloading and using your mobile app. You can track your customers across:
- User sign up process
- Browsing history
- User generated content like tweets, comments, favorites, likes, etc.
- User preferences
- Ratings and reviews
Once you’ve these data points, you can design a better user experience for your customers. Using the user feedback when they browse through your mobile app, you can refine your app further.
Often, etailers commit the blooper of looking upon personalization as a duty to deliver user experience. Personalization also entails the content and contribution of users to shopping environment. While you take all the necessary steps to offer personalization such as collecting customer data, monitoring their interactions with your ecommerce website and accordingly offer relevant and contextual product recommendations to them. You can let users contribute to your personalization strategy through a mobile application. Your private labelled application can serve as a powerful platform for users to connect and engage with your brand, pitch their opinion and experience. This will empower your users to generate their own personalized content and experience.
Let’s take the example of Gaana.com app, a beautifully designed mobile application that makes it easy for users to discover music from the best collection of national and international playlists. Here users take the music listening experience to a new level by creating/modifying playlists depending on their genres/moods.
Such mobile apps enable users to feel valued and ask for their contribution to make it more interesting a platform to visit and revisit to generate more user generated content and get their varied needs addresses on the online platform. It offers them highly personalized experiences.