In an age when consumers have no shortage of media channels and content options available to them, it’s critical that brands do more than simply contribute to the clamor and instead offer unique, personalized experiences. Apps can provide this type of consumer engagement since their mobile-first format draws on features such as location-based targeting, notifications, personalization, and even new technologies like augmented reality or artificial intelligence. For examples of success in this space, look no further than these brands who are using their apps to deliver top-notch experiences to consumers.
America’s largest home improvement retailer has proven itself to be as handy with an app as it teaches its customers to be with a hammer or wrench. The app stands out for how it draws on location-based technology: By taking into account a customer’s region, the app makes product recommendations based on localized trends, which helps deliver the most relevant information and personalized results to shoppers. Additionally, since Home Depot geofences its stores, the app enters “store mode” when customers arrive, so they can explore product locations and—in certain stores—receive guided directions to items on the shelf.
Atlanta-based startup GOAT aims to curb sneaker counterfeiting by making it easier to find and bid on authentic pairs online, and it boasts seven million members and about 400,000 sneaker listings on any given day. Via the GOAT app, users can create wish lists of sneakers they want to add to their collection, and they receive notifications if the shoes go on sale, if the price falls, or if they’re close to the user’s price range.
During trips to its stores, Sephora’s app will remind users of previous purchases in case they want to resupply or compare items. It also shares cosmetics advice to help shape customers’ purchases as they peruse the aisles. The app really shines as a shopping assistant, however, thanks to its Sephora Virtual Artist. This feature combines artificial intelligence and augmented reality to give shoppers the opportunity to virtually try on makeup and other facial products, and it’s already been used to sample 200 million shades across more than 8.5 million visits.