Mobile App Marketing, B2C Marketing
As a marketer, there will be times when you may know what your customers' needs are better than they do. And when that happens, you might find yourself compelled to introduce them to — or remind them of — products that would fit in nicely with the rest of their interests.
If you recognize this concept as upselling, the process of encouraging consumers to make additional purchases, then you know the task isn’t always easy. You may be familiar with the common QSR tactic: “Would you like some fries with that?” But have you considered the benefits of upselling on your mobile app?
We spoke with Anthony Mixides, Managing Director at Bond Media, a web design and development agency in London, about what you could gain from upselling on your mobile app.
Here are two reasons he shares for upselling on mobile apps.
1. Apps have a valuable social sharing function:
Offering a high level of community is one key to motivating action from your customers. According to psychology, seeing interactions between your brand and other consumers helps potential customers feel more sure of your ability to serve them and their needs — leading them to feel much more comfortable making another purchase when prompted.
Mobile apps are not only savvy digital tools, but also channels for connecting your audience with other like-minded people.
“Even if an app is created for eCommerce, social aspects can be embedded into modern mobile apps. A notification about the transaction is sent to the user's friends as soon as they make a purchase using your app,” Mixides said. “This makes your customers free marketing representatives for you. Your messages will spread more widely the more contacts they have. Developers have a plethora of options for integrating mobile applications with social networking sites.”
So how does this coincide with increased sales? When mobile app users see another customer has purchased an item from your brand, a few things happen:
- Brand credibility increases
- Consumers get introduced to/reminded of another product
- Value of product increases
- Consumers spend more time in the app
2. Upsell where consumers prefer to shop:
Simplicity plus loyalty equals one thing: more mobile app conversions.
According to a 2022 survey by NewStore, 60 percent of consumers prefer mobile shopping apps over mobile websites due to improved user experience. In a corresponding post, NewStore wrote that “a mobile shopping app can provide users with a shopping experience that’s far better than what they’d find on a mobile website, offering faster load times, easier navigation and features that allow consumers to deepen their relationship with a brand.”
Mixides agrees. He says mobile apps are the ideal thank you to your customers for their support, and the easy navigation process ushers in even more loyalty.
“Apps facilitate quick, easy and seamless shopping. When utilizing applications, users feel more secure than when using web pages. Furthermore, it is quite simple to start loyalty point campaigns for your customers and to reward them by utilizing your app,” said Mixides.
Consumer loyalty doesn’t just exist inside your app. It can also occur when consumers are using other device functions or outside in the real world.
“Even your push notifications for new product launches or when they pass by your physical brick-and-mortar establishments will be well-liked by your loyal customers. Simply put, it's the ideal method for turning repeat consumers into your most devoted supporters,” said Mixides.
Upselling on mobile apps is a favorite for many brands and for good reason. The options mentioned above are just two of the ample reasons mobile apps and additional purchases go together.
