App feature of the week: Engagement Opportunities

Wholefood mobile appContinued, habitual engagement with your app is critical to its success.  To make this happen, include exciting and useful features to encourage frequent use.  Here are some examples:

Recipes:  Including delicious recipes in your app is one way to encourage your customers to use the app at home during their meal planning.  By engaging them at home, you remain top of mind.  As part of the recipe, include a list of ingredients and the ability to add all of them automatically to the shopping list.  If their shopping list is filled with items that can be found at your store, chances are higher that the shopper will go there to make their purchase.

As an example, Wholefoods takes recipes one step further.  In addition to providing recipes, descriptions, instructions, images and the ability to add the ingredients to the shopping list, the Wholefoods app allows shoppers to filter recipes by dietary restrictions. For example, shoppers can select recipes that are gluten free, low fat or low sodium.

Digital media:  Incorporating short how-to or meal planning videos is another way to engage with your customers.  You can add these to product pages or use QR codes on special items in your stores.

Product reviews:  For many shoppers, customer reviews are an important part of their decision process. They are particularly important for discovering new products and higher ticket items. In fact, 47% have accessed customer reviews in store using their mobile device.

You know your customers.  What features would entice them to use your app at home, on-the-go and in-store?


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