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Consumers want brand relationships with benefits
Mobile app experience company , Airship , has released data from its latest annual global survey showing that consumers want to be wooed and are willing to share their personal details with their favourite brands : 77 % of UK consumers said they would share their interests relevant to a brand for personalised interactions and special incentives .
So , what are consumers looking for in a prospective brand partner ? Flowers and chocolate ? Not necessarily . The Mobile Consumer 2023 survey , commissioned by Airship and conducted in partnership with
Sapio Research , among 11,000 consumers globally , found that consumers typically turn to apps to simplify their lives . Rather than deals and loyalty rewards , the top reasons customers keep coming back to apps are ‘ ease of use ’ ( 42 %) and ‘ simplifies my life ’ ( 29 %), while ‘ saves me money ’ ( 23 %) was the fourth main reason . Convenience is everything .
Consent and value are important to every relationship . The survey revealed that consumers are most willing to receive mobile app notifications in exchange for ‘ immediate discounts or loyalty reward points ’ ( 47 %) or ‘ order confirmation and receipts ’ ( 28 %). For comparison , ‘ personalised offers based on browsing behaviour or past purchases ’ and ‘ special offers triggered by location ’ saw the most growth year-over-year as motivators to opt in to brand communications on smartphones , followed by ‘ immediate discounts ’.
Personal data and notification opt in are incredibly valuable to brands , as it empowers them to personalise offers and app experiences to each individual . But marketers need to tread carefully , or else they may come off as creepy : ‘ predictive suggestions based on everything a brand knows about you ’ ranked as the least useful form of personalisation , favoured by just 21 % of UK consumers .
Also , much like any date , first and second impressions are everything : 49 % of UK consumers will decide whether to delete an app after just a couple of uses . And with plenty of fish in the sea , the top reason to delete apps is to free up phone storage ( 34 %).
To avoid deletion , brands need to swiftly establish an exchange of respect and reward with new app customers – qualities that are fundamental to any longterm relationship . They need to clearly communicate how they will improve a customer ’ s life , demonstrate their value and deliver on their promises . If they fail , they are likely to be dumped and left unfulfilled .
“ These findings show brands can build valuable , long-term customer relationships , if they master great app experiences that respect and reward them ,” said Tom Butta , Chief Strategy and Marketing Officer at Airship . “ Like any successful long-term relationship , this requires understanding their needs and creating mutually beneficial exchanges in their moments of attention .” x
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