‘Influence, entertainment, purchase’: How brand apps are evolving in 2023
For brands in e-commerce, the app is key, fulfilling revenue generation and comms roles respectively. But there’s a caveat, the prime time for users to install apps on their phones is in the first five minutes after they first turn it on. The average app loses 77% of daily users within three days of installation. Within three months that figure has climbed to 95%. Apps have a retention issue.
But top brands are addressing that. Debbie Ellison, chief digital officer for VMLY&R Commerce, believes editorial content may be the key and thinks the secret formula is in integrating “influence, entertainment [and] purchase, all in the same ecosystem. That is the north star for social commerce. And every moment at which or introducing an element of friction is a moment that you’re turning consumers off from the entire experience.”
