SHE’S JUST NOT
THAT INTO YOU
How to turn their first date with your app into
a long term relationship
WHO IS THIS TALL REDHEAD?
@rachelyouens

Los Angeles by way of Austin

Mobile Manager in charge of app, mobile
site, mobil...
WHAT DOES YOUR USER WANT
We know that a large amount of apps are never opened aſter the first time, so how
do we turn a one ...
MOBILE CUSTOMER SERVICE TOOLS

Many popular customer service tools are going mobile. Although these are designed to
help w...
Let your best users tell you what they want
•

Don’t harass all users with the prompt to give feedback in
the app. Prompt ...
APP ANALYTICS

As with web analytics, there’s a ton you can mine for improvement, but we’re going
to talk specifically abou...
Listen to the data
•

Flurry shows you users’ favored categories
and their personas.


•

In categories, be sure to look a...
KEEPING THEM ENGAGED
Not many people shop every day, retailers face the challenge of trying to get a user
to load an app t...
USER GENERATED CONTENT

f21

Creating content is difficult and takes time. Let the user do it for you. Aſter all, they have a...
Don’t feel pressured to start a social network
•

You aren’t Facebook. Building a social
network with accounts and friends...
Don’t just hope for good content
•

•

uniqlo

Unless you want a bunch of blurry selfies,
set your expectations

Leverage t...
Make it easy for users to share
•

Just as you would cut down hurdles to checkout, you
must cut hurdles to UGC.


•

Don’t...
Do Something With it
•

Creating users content is good, making it
shoppable is better, but doing some
creative and mobile ...
LOYALTY

AE

The mobile wallet may still be a bit of a distant dream, but mobile loyalty isn’t. Letting customers use your...
Don’t just replace plastic, improve it
•

Give the user options. Don’t make them commit to storing
your card in the app, l...
GAMIFICATION

F21

Vic sec

For those companies that haven’t taken the loyalty leap yet, don’t want to give monetary
rewar...
Challenging the Customer
•

•

Vic secret
claw game

Rewards can range from entry for a prize,
to digital goods like phone...
IN STORE UTILITY

Target

One of the places that retail apps have the biggest potential is in store, where they can help u...
Give them something useful, and advertise it
•

Construct tools around the way people shop. Sephora
knew users regularly b...
CUSTOMER RELATIONSHIP MANAGEMENT

uo

Many companies are using sophisticated segmenting strategy for email and site promot...
The new center for the CRM
•

Think outside geo-fencing your stores or
conquests. Geo fence relevant lifestyle
locations. ...
COMPLIMENTARY DIGITAL GIVE AWAYS

Everyone loves something free, even if it’s made only of
bits and bytes. Starbucks pione...
LEARNING BY EXAMPLE
Unlike most social networks where the users are the products, our products are
the products. The minut...
LEARN FROM THE BEST

Young people want to
socially shop, they find
items for their friends and
include their friends in
the...
GOT THOUGHTS OF YOUR OWN?
HOLLA AT ME!
@rachelyouens

rachel.youens@gmail.com

www.rachelyouens.com
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She's Just Not That Into You: Making a Retail App That Engages Young Women

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Most apps are deleted not long after they are downloaded, so how do we get our apps past the honeymoon phase and get users to find long term meaningful value? We will look at how games, loyalty, CRM, and geo fencing can all be used to create every day utility for retail customers.

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She's Just Not That Into You: Making a Retail App That Engages Young Women

  1. 1. SHE’S JUST NOT THAT INTO YOU How to turn their first date with your app into a long term relationship
  2. 2. WHO IS THIS TALL REDHEAD? @rachelyouens Los Angeles by way of Austin Mobile Manager in charge of app, mobile site, mobile marketing, mobile social Emerging markets developer for NFC, augmented reality, and facial tracking projects. Founder using content marketing, mobile, video and social to cover street fashion
  3. 3. WHAT DOES YOUR USER WANT We know that a large amount of apps are never opened aſter the first time, so how do we turn a one night stand into a long term relationship? For many users shopping alone isn’t enough, they can do that on mobile web. What other functionality can we give them that will keep them coming back? MOBILE CUSTOMER SERVICE TOOLS GUIDED BY ANALYTICS
  4. 4. MOBILE CUSTOMER SERVICE TOOLS Many popular customer service tools are going mobile. Although these are designed to help with customer problems, they’re also an excellent place to take feedback and respond to loyal users.
  5. 5. Let your best users tell you what they want • Don’t harass all users with the prompt to give feedback in the app. Prompt those who are most active.
 • While more traditional customer service companies like Get Satisfaction are going to mobile, mobile first companies like UserVoice are appearing that offer native and web solutions
 • Collect all the users asking for a specific feature and message them upon its release. MOBILE CUSTOMER SERVICE TOOLS
  6. 6. APP ANALYTICS As with web analytics, there’s a ton you can mine for improvement, but we’re going to talk specifically about predictive. How can you anticipate what your user will want? ! The Flurry analytics platform is particularly useful because you can piggyback on the knowledge of Flurry’s 100mm+ users across 50k apps. ! You’ll get more specific data on things like age which Google does not collect.
  7. 7. Listen to the data • Flurry shows you users’ favored categories and their personas.
 • In categories, be sure to look at the benchmark in blue. Naturally games and social will be popular, but how popular are they relative to the norm?
 • For many retail apps, the age may skew younger on the app than the desktop CATEGORIES PERSONAS APP ANALYTICS
  8. 8. KEEPING THEM ENGAGED Not many people shop every day, retailers face the challenge of trying to get a user to load an app that they may only use once a week. How do you give a user value on a day when a user doesn’t have any money to spend with us? USER GENERATED CONTENT GAMIFICATION LOYALTY IN STORE UTILITY CUSTOMER RELATIONSHIP MANAGEMENT DIGITAL GIVE AWAYS
  9. 9. USER GENERATED CONTENT f21 Creating content is difficult and takes time. Let the user do it for you. Aſter all, they have a still and video camera in their hands. Plus, everyone loves seeing their own photo.
  10. 10. Don’t feel pressured to start a social network • You aren’t Facebook. Building a social network with accounts and friends etc. can be difficult.
 • Unless your site is a very defined niche with a strong existing community, this technical challenge may not be worth it. USER GENERATED CONTENT
  11. 11. Don’t just hope for good content • • uniqlo Unless you want a bunch of blurry selfies, set your expectations
 Leverage the filters Apple has made available through it’s Core Image API
 • Instruct the user in the correct way to light and pose themselves, either with visual or text instructions
  12. 12. Make it easy for users to share • Just as you would cut down hurdles to checkout, you must cut hurdles to UGC.
 • Don’t make them use your app. It can be suggested, but not forced. Leverage the power of the Instagram and Facebook APIs and the network’s huge distribution.
 • Don’t trap the content in your app or on your site. Make sure it’s all sharable and help optimize it for them. USER GENERATED CONTENT
  13. 13. Do Something With it • Creating users content is good, making it shoppable is better, but doing some creative and mobile with it is best.
 • Turn user generated content into campaigns.
 • Turn user generated content into digital giſts including backgrounds. USER GENERATED CONTENT
  14. 14. LOYALTY AE The mobile wallet may still be a bit of a distant dream, but mobile loyalty isn’t. Letting customers use your app to ditch the plastic is one of the best ways to lock them into your app, while also providing them valuable new services.
  15. 15. Don’t just replace plastic, improve it • Give the user options. Don’t make them commit to storing your card in the app, let them leverage Passbook. Passbook has push and geo location, which are valuable.
 • More than just slapping the user’s barcode in the app, bring in your loyalty system APIs so that the user can see their balance
 • Make sure your POS have barcode scanners that can read off of phones. LOYALTY
  16. 16. GAMIFICATION F21 Vic sec For those companies that haven’t taken the loyalty leap yet, don’t want to give monetary rewards, or just want to give users something else to do, gamification is perfect.
  17. 17. Challenging the Customer • • Vic secret claw game Rewards can range from entry for a prize, to digital goods like phone backgrounds, to simply a badge
 Encourage users to try new features, visit new locations
 • For younger audiences who may be using the app more as a brand experience than for actual shopping, this is a great way for them to engage without dropping a dime. GAMIFICATION
  18. 18. IN STORE UTILITY Target One of the places that retail apps have the biggest potential is in store, where they can help us reach the omichannel dream. But in order to get in store they need to have enough utility to tempt users.
  19. 19. Give them something useful, and advertise it • Construct tools around the way people shop. Sephora knew users regularly bought the same item again and again and thus created the ability to scan to wishlist. Target knew users had long lists, sometimes shared among big parties, so they created their list tool
 • Reward customers with surprise incentives for in-store use that will keep them coming back, such as popping up free shipping upon their first barcode scan
 • Beat the customer over the head with the functionality in store with signage, demos and more. IN STORE UTILITY
  20. 20. CUSTOMER RELATIONSHIP MANAGEMENT uo Many companies are using sophisticated segmenting strategy for email and site promotions, but not mobile. Use push and other resources to personalize the app and make it useful with messages based on location, behavior, and taste.
  21. 21. The new center for the CRM • Think outside geo-fencing your stores or conquests. Geo fence relevant lifestyle locations. Sports fields, colleges, festivals.
 • Particularly with Gmail’s new sorted inbox, making sure consumers get confirmation emails is tough. But they won’t miss a push.
 • iBeacon really blows this game out of the water, allowing us to extend our CRM to in-store behavior. IN STORE UTILITY
  22. 22. COMPLIMENTARY DIGITAL GIVE AWAYS Everyone loves something free, even if it’s made only of bits and bytes. Starbucks pioneered this model but companies like Sephora have followed. ! Using info gleaned from Flurry category interests, find complimentary apps and you can cross promote one another.
  23. 23. LEARNING BY EXAMPLE Unlike most social networks where the users are the products, our products are the products. The minute we start selling and not just pleasing users, we lose perspective. Look to social fashion sites for emerging trends and lessons.
  24. 24. LEARN FROM THE BEST Young people want to socially shop, they find items for their friends and include their friends in their decisions Let them buy the clothes right off people’s backs Let the user tell their own story with your products
  25. 25. GOT THOUGHTS OF YOUR OWN? HOLLA AT ME! @rachelyouens rachel.youens@gmail.com www.rachelyouens.com

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