Acquisition and Retention: Leveraging Your Sales Channels
The world of eCommerce is growing rapidly.
As reported in Shopify's ‘Future of Commerce’ report..
The eCommerce industry is expected to grow by almost $11 trillion between 2021 and 2025!
And, with this rapid growth..
Comes more competition for brands to acquire customers.
Now, more than ever..
It’s critical to leverage multiple sales channels to capture your target audience's attention..
And, specifically in our case..
When driving traffic to our mobile app!
In this lesson we’ll talk about popular sales channels to leverage when driving traffic to your mobile app, to boost downloads and retention..
Along with, some practical tactics you can use.
But first, what is a sales channel?
A sales channel is the route that a brand takes to reach its end customers in order to sell them a product or service..
Either directly or indirectly.
And, although a sales channel can include traditional marketplaces..
We mainly focus on two channel types..
The first, are ‘owned-channels’.
For example, your Shopify store..
Your mobile app..
Or, earned and paid channels, like instagram..
And, Tik tok.
And, there are definitely benefits to leveraging these channels to drive app downloads..
As great as your mobile app may be..
There are likely many other channels out there filled with shoppers that don’t know about your app yet..
So, it’s time to drive them in.
As for some of our favorite tactics to increase acquisition and retention..
No matter how different each of the tactics are..
They really all revolve around two best practices..
Promoting your mobile app as an exclusive shopping experience..
Promoting your mobile app as a solution to what other sales channels may be lacking.
A seamless shopping and checkout experience, for example.
There’s so many other things we could focus on..
But we definitely say these two are the highest converting mindsets to incorporate into any tactics or phrasing you use to promote your mobile app across other sales channels.
Say a customer purchased a physical clothing item through any sales channel aside from the mobile app..
And, the box contains a postcard with a description of the mobile app with QR Code leading the customer to download the app..
On this postcard, you can promote in-app exclusive products and collections..
Along with promoting a more seamless mobile shopping experience for future purchases..
You’re utilizing the retail experience to promote your app and drive downloads.
And, these tactics can be applied to your website..
And, any route that your shoppers are already on to purchase something from your brand.
The key is being creative with how you utilize these sales channels and how you acquire these app users with long-term loyalty in mind.
This traffic is likely full of first time and loyal customers..
So, you can focus more on the benefits of using a mobile app..
And, transition them over to a new seamless shopping experience..
In comparison to shopping on the website.
For email marketing..
This audience is already interested in your brand and community at some level..
So, you can promote app exclusives to these subscribers and reward them for already being a part of your community and following your brand.
This is likely a more concise and personalized message than email and certainly has higher open rates..
So, you can do something quick and simple like promote your app by offering a discount code to drive traffic to download.
For social media..
This audience can either be a follower of your brand, or simply somebody catching the wave of what you’re sharing on the platforms.
Here, you can promote more publicized sweepstakes and giveaways to a wide audience of viewers who may or may not already be subscribers or customers.
There’s an endless list of tactics you can apply to each channel..
My main advice here is to think about the sales channel and the type of audience that will be on that channel.
With this in mind..
You can leverage your sales channels to construct the best tactics to acquire and retain loyal app users.