So is it worth developing a App for eCommerce websites?
A difficult argument with lots of questions/debate on either side. First I will start with a story (maybe even two) I was at a start up just as the iPhone came out we all got very excited about building a app for our start-up, as we built the app and were getting ready for launch a new team member started, his reaction was the app is great but do you also have a mobile site? We had spent all our time focusing on the app and neglected to build a mobile version of the app (we rectified this pretty rapidly) the mobile site did very well, the app not so.
It then started to make me think, from a purely eCommerce perspective are Apps actually worth it? Think about the apps you actually use; email, Facebook, Instagram, banking, What's App. Sure I love the BA app but do I use it for booking flights? Now I know some, like Asos, have huge traction and not to mention wish lists overflowing with products but if you had a choice between building a eCommerce App or building a eCommerce website which would it be.
I write all of this and know I will turn around and straightaway say, "actually you do need a eCommerce App", if you have a great mobile site, build a app to complement it, reward your loyal customers with exclusive access, make it a fully integrated part of your multi-channel strategy and most of all; keep it fresh, new content, exclusives, not just sell sell sell.
As a example of a great feature for an app (Stick with the video, it is worth it):
HIJACK - MEAT PACK GUATEMALA - from GranjaCreativa on Vimeo.
The number one goal, when building a App, is to ask yourself why are we doing this? Make sure you understand exactly where the app will sit in your organisation and then how it will be promoted, used, developed and that is how it will become successful.
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