Interactivity And Education: Keys To A Successful App
By Alicia Fiorletta, Associate Editor

From text message marketing to mobile-optimized sites, there are numerous ways a retailer can connect with consumers directly through their smartphones. In fact, as smartphone adoption continues to rise, many retailers are busy developing and refining their mobile strategies drive sales and engagement.

But of all potential investments, retailers seem focused most on native mobile apps. A survey of 200 retailers found that 72% of respondents plan to invest in developing a native mobile app experience during 2013, according to research from Artisan.

Underscoring the impact of these apps on overall customer loyalty and sales, 71% of respondents agreed that native mobile apps will become the single most important source for shopper engagement in the next one to three years.

This got me to wondering: What makes a truly memorable and engaging app? How can retailers avoid turning their apps into “mobile road kill,” and keep customers coming back for more?

Recently I came across a great from China Glaze, a nail polish brand. The app, which was created in partnership with Phunware, includes a variety of helpful tools and resources that empower consumers make product decisions faster and more easily. By creating this educational and immersive experience, China Glaze encourages consumers to visit nearby stores and purchase new nail polish shades, finishes and other nail care products.

On the app homepage, consumers have access to “What’s Haute,” a section that showcases new China Glaze collections via a photo slide show. Once consumers tap on a polish shade, they are brought to a “Try It On” feature. In this section, consumers can “test” nail polish shades on a live hand model, so they can see how specific shades actually look! Users can even personalize the nail length and skin tone of the hand, then share their favorite colors with friends via Facebook, Twitter and email. Talk about interactive!

But my favorite part of the app is the “Match A Color” tool, which allows consumers to take photos of specific items and find matching nail colors. This feature is so successful because it’s based on “standard phone functionalities,” according to Kristen Spaun, Director of Digital Media at American International Industries, the parent company of China Glaze.

“Snapping and sharing pictures is something mobile users love to do, so we created an app to adapt to these everyday mobile behaviors ― but made them more fun,” Spaun told me. “Once customers download the app and discover that the ‘Match A Color’ feature actually works, they walk around excitedly snapping pictures.”

The China Glaze mobile app compliments and contributes to the brand’s cross-channel awareness and sales efforts, Spaun explained. In fact, the mobile experience is fully integrated with the China Glaze web site, allowing users to receive real-time updates on new polish collections and trends.

“We also now have the ability to send push notifications to our consumers, alerting them when new products are on shelf,” Spaun said. “Our features on the app and web site also encourage more user-generated content to be circulated into our brand social media feeds.”

I had a great experience using the China Glaze app. It was fun, compelling and really encouraged me to explore and learn more about the variety of colors and finishes the brand had to offer!

Retailers: Are you investing more time and money in native mobile apps? What unique experiences are you trying to create, and what results are you seeing?

Follow Alicia on Twitter: @AliciaFiorletta