At #TheRealFD, FD Mobile Show at the Digital Sandbox in New York City, Ian Thiel of Optimizely indicated that successful mobile strategies address unknown needs. They provide utility and value to customers. Even more successful mobile experiences provide us with value in such a subtle way that we sometimes don’t even realize it!
Here are some great examples he shared:
L’Oréal Makeup Genius App: Using facial recognition technology, the brand allows consumers to capture images of their faces and then select makeup colors that they can overlay on their images. This gives them a clear understanding of how certain shades may look without having to venture to a store and try them on. Acquisition and retention can both improve with this app experience.
Chipotle Mobile Preordering App: Who does’t love Chipotle, right? Well, the chain knows that. How many times have you seen a crowded Chipotle at lunch time and felt discouraged? With the company’s app, consumers can preorder their burritos and pick them up when they’re ready – no waiting in line required.
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Charmin Sit Or Squat App: This has to be my favorite example. While the other examples definitely had a commerce component, the Charmin app is more about brand association. People in the NYC area can tap into the app to get data about all nearby bathrooms, including reviews on their cleanliness. Charmin, in a way, inserted itself into consumers’ everyday lives, creating a stronger connection between the brand and clean, satisfying bathroom experience.
In a way, great app experiences can be broken down into a few key points:
- Provide utility
- Focus on value
- Address a need or pain point
- Have fun!
Stay tuned for more coverage from FD Mobile!
