tag:econsultancy.com,2008:/topics/native-apps Latest Native Apps content from Econsultancy 2017-11-29T09:56:22+00:00 tag:econsultancy.com,2008:BlogPost/69619 2017-11-29T09:56:22+00:00 2017-11-29T09:56:22+00:00 How publishers are using augmented reality to bring stories to life Nikki Gilliland <p>But is there a demand for AR-driven books? And what are the benefits for the brands and publishers involved? Here’s more on the story, along with a few new and innovative examples.</p> <h3>Masters of the Sun</h3> <p>Earlier this year, hip-hop group the Black-Eyed Peas teamed up with <a href="https://econsultancy.com/blog/64502-how-marvel-comics-uses-google-pinterest-instagram-and-twitter" target="_blank">Marvel</a> to release a graphic novel called Masters of the Sun. This week, a long-awaited AR app was also released to go alongside it, giving readers the chance to delve deeper into the story through animated graphics and text. </p> <p>The app also includes a musical score produced by will.i.am and Hans Zimmer (the Oscar-winning composer), plus narration by well-known stars including Jamie Foxx and Queen Latifah. </p> <p>So, does the app add real value to the actual story, or is it more of a marketing ploy – a way to generate extra revenue? There’s already been some criticism from readers about having to pay extra to download the app (as the book must be bought separately), however, this also means that the AR element does not overshadow the actual book. People can still enjoy it in print form if they wish, yet the publisher can reach a wider audience, including fans of technology as well as traditionalists.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/MOTSComic?ref_src=twsrc%5Etfw">@MOTSComic</a> The Augmented Reality experience app available now for iOS and Android! <a href="https://t.co/0ZTytNBVzT">pic.twitter.com/0ZTytNBVzT</a></p> — Masters Of The Sun (@MOTSComic) <a href="https://twitter.com/MOTSComic/status/935208522769252352?ref_src=twsrc%5Etfw">November 27, 2017</a> </blockquote> <p>In terms of the benefits for readers, I think the app will enhance elements of the story, creating a richer, more interactive and engaging experience overall. Early reviews suggest the effects are indeed impressive, and with extra features that you don’t get with the print novel (such as the musical score) there’s certainly extra enjoyment to be had. </p> <p>The use of AR in this case also seems to be a natural fit. The medium of a graphic novel is perfectly aligned to augmented reality because, unlike a traditional novel, the comic-book style animations mean it is already a highly visual experience – the addition of augmented graphics merely enhances this rather than changes it completely. </p> <p>There’s also a reason why so many comic books have been turned into movies. Perhaps unsurprisingly then, a virtual reality app for Masters of the Sun is currently said to be in the works too. By adding yet another dimension to the story, Marvel is attempting to fully immerse users into this new world, again appealing to both die-hard fans of the novel and VR-enthusiasts.</p> <p><img src="https://assets.econsultancy.com/images/0009/0779/Masters_of_the_sun.JPG" alt="" width="760" height="491"></p> <h3>Supersaurs</h3> <p>While the previous example is perhaps more suited to an older audience, Supersaurs by author Jay Burridge (and publisher Bonnier Zaffre) demonstrates how AR can be used to engage younger readers.</p> <p>Aimed at eight to 10 year olds, Supersaurs is the first book in a six-part series, set in a world where dinosaurs never died out. The app uses AR to make the dinosaurs roar and roam around, but more than this, it enables young users to actively participate in a 50-mission game that requires lateral thinking. In this sense, the AR elements enhance learning, adding value to the overall story and what readers can gain from it.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Take a further look inside the book with the free Supersaurs app....watch the magic happen <a href="https://t.co/wBf3aJQPXl">pic.twitter.com/wBf3aJQPXl</a></p> — supersaurs (@supersaurs) <a href="https://twitter.com/supersaurs/status/925681523927470080?ref_src=twsrc%5Etfw">November 1, 2017</a> </blockquote> <p>Interestingly, from a commercial perspective, the app also allows both the publisher and author to gain insight into the people buying and reading the book. The app asks for an email address when someone downloads it, meaning that it generates valuable customer data, also allowing the publisher to follow-up with marketing activity such as welcome emails and printable extras.</p> <p>With this information usually being acquired and used by retailers like Amazon or Waterstones - meaning that authors tend to have no real knowledge about who their readers are (other than feedback gathered elsewhere) – it could help to inform future projects.</p> <p>It’s also important to note that the AR app for Supersaurs is free to download, which means that readers are far more likely to get involved and appreciate the additional value.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fworldofsupersaurs%2Fvideos%2F361824867563361%2F&amp;show_text=0&amp;width=560" width="560" height="357"></iframe></p> <h3>My Very Hungry Caterpillar</h3> <p>Publishers aren’t only creating apps to be used in conjunction with existing books. After the release of ARKit for iPhone, Touch Press partnered with StoryToys to turn the classic children’s book, My Very Hungry Caterpillar, into a standalone app. </p> <p>Essentially, it is kind of like <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go" target="_blank">Pokemon Go</a> for little children. It allows users to see and interact with the caterpillar wherever they are, enabling them to feed him (and watch him grow bigger), tuck him into bed, and help him to avoid obstacles. As well as keeping kids entertained, the app also encourages aspects of development, such as nurturing skills and getting involved with nature. </p> <p><iframe src="https://www.youtube.com/embed/T9D0YcUKPOU?wmode=transparent" width="854" height="480"></iframe></p> <p>While this does mean that the AR experience bears no real relation to the book itself, it still shows how, like authors, companies are using technology to tell enhance and tell stories. </p> <p>So, could we see more publishers and brands turning beloved books into AR experiences?</p> <p>Perhaps, especially considering that there is likely to be an existing audience already invested in the story. This is the case with My Very Hungry Caterpillar, and of course, Harry Potter – which is also being turned into an AR experience by Niantic Labs (the creators of Pokemon Go).</p> <p>Naturally, the news has been met with fervent interest from loyal fans, eager to further immerse themselves in the wizarding world. The only sad thing, of course, is that this means more time spent looking at a screen and less on a printed page - but it spells great news for fans of creative technology.</p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">Five new and innovative examples of augmented reality in retail apps</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69016-why-beauty-brands-are-betting-on-augmented-reality" target="_blank">Why beauty brands are betting on augmented reality</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69013-what-do-facebook-s-new-vr-and-ar-platforms-mean-for-marketers" target="_blank">What do Facebook's new VR and AR platforms mean for marketers?</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69591 2017-11-17T15:00:00+00:00 2017-11-17T15:00:00+00:00 10 thought-provoking digital marketing stats we’ve seen this week Nikki Gilliland <p>Without further ado…</p> <h3>Half of online shoppers abandon a purchase if they don’t like the delivery options</h3> <p>MetaPack’s <a href="http://content.metapack.com/acton/media/29620/2017-state-of-ecommerce-delivery" target="_blank">latest report suggests</a> that delivery has the power to make or break the online shopping experience, often being the difference between a purchase or an abandoned basket.</p> <p>In a survey of 3577 consumers across Europe and the US, 54% of respondents said delivery defines what retailers they regularly shop with. Half of all shoppers also said they would abandon a purchase if <a href="https://www.econsultancy.com/blog/69301-how-10-online-retailers-promote-free-and-fast-shipping">delivery choices</a> were unsatisfactory, while 39% would never use an online retailer again following a negative delivery experience.</p> <p>Lastly, the report also suggests that expectations are rising, with 54% of survey respondents saying they want online retailers to offer one-hour delivery services in metropolitan areas.</p> <h3>89% of B2B businesses attribute growth to ecommerce</h3> <p>With ecommerce predicted to represent 11% of all B2B sales in the US by the end of this year, <a href="https://cloudcraze.com/resource/why-digital-will-become-the-primary-channel-for-b2b-engagement-report/" target="_blank">CloudCraze has uncovered</a> the value B2B organisations are seeing from digital and online channels.</p> <p>In a survey of more than 400 B2B decision-makers in the UK and the US, it was revealed that 48% of B2B businesses sell their full line of products online. As a result, 89% of B2B decision-makers attribute expected business growth to the success of digital commerce, and 60% indicate that the growth of digital has caused their sales team to grow along with it.</p> <p><img src="https://assets.econsultancy.com/images/0009/0533/b2b.JPG" alt="" width="313" height="420"></p> <h3>83% of 18 to 24 year olds have bought an item of physical media in the last year </h3> <p>While the success of digital services like Spotify and Netflix might suggest otherwise, new data from eBay indicates that a large percentage of consumers are choosing physical media.</p> <p>In a survey of over 2,000 consumers, eBay found that 76% of Brits have bought a book, a DVD or Blu-ray, CD, vinyl record, or video game in the last year, rising to 83% for 18 to 24 year olds or so-called ‘digital natives’.</p> <p>Insight suggests that this could be due to an increasing desire to connect with the digital world, coupled with the emotional and intellectual appeal of owning physical objects. </p> <p><img src="https://assets.econsultancy.com/images/0009/0534/physical_media.JPG" alt="" width="600" height="393"></p> <h3>CMOs overhaul digital strategy amid brand safety concerns</h3> <p>New research from Teads has revealed that concern over brand safety has risen in the path 12 months, leading many CMOs of large UK brands to make drastic changes to their digital advertising strategies.  </p> <p>In a survey of 100 leading CMOs, 83% said they have become more concerned about brand safety in the past year, with 77% more worried about ad fraud than before. As a result, 95% of CMOs say they’ve overhauled their digital strategy, demanding greater transparency from suppliers and agencies, with 44% questioning their supplier relationships and 43% scrutinising agency relationships.</p> <p>What’s more, 36% of CMOs say they have boycotted or reduced spend on channels that can’t guarantee brand safety, and 37% of CMOs say they are now directly involved in the execution of digital strategy. </p> <h3>Singles Day results in a 61% increase in mobile traffic</h3> <p>Analysis of <a href="https://www.econsultancy.com/blog/69578-what-western-brands-need-to-know-before-joining-china-s-massive-ecommerce-economy">Singles Day</a> by Qubit has revealed that this year's shopping event drew 593% more visitors from China to UK retail sites compared to an average Saturday. </p> <p>There was a 236% increase in overall traffic from Singles Day in 2016, with 59% of visitors to UK retail sites from China coming from mobile.</p> <p>However, despite this growth, just 16% of revenue came from mobile shoppers, while desktop generated 82% of total revenue.</p> <h3>Strong performance in search correlates to retail success </h3> <p><a href="https://www.pi-datametrics.com/winners-loser-retail-causation-correlation/" target="_blank">New research</a> by PI Datametrics suggests that the most successful retailers are those who consider organic performance as a key KPI.</p> <p>From analysis of the top UK retailers - including ASOS, Boohoo, and Missguided - it was revealed that the most successful all have a strategy focused on customer intent and search data. </p> <p>ASOS has the strongest share of voice overall, which perhaps correlates to it also generating the most commercial success. Last year, its revenue grew 33% to £1.88bn.</p> <p><img src="https://assets.econsultancy.com/images/0009/0536/share_of_voice.JPG" alt="" width="740" height="385"></p> <p><em>Top retailers by share of voice</em></p> <h3>Searches for GDPR rise 215%</h3> <p>According to research from i-COM, more than 3x the number of people are searching for information about the GDPR legislation than they were at this time last year.</p> <p>Searches for terms related to GDPR have risen by 215% in the past 12 months, going from 138,290 in October 2016 to 435,600 searches in October 2017.</p> <h3>Ads failing to represent diversity in Britain</h3> <p>According to <a href="http://www.the7stars.co.uk/article/state-nation-latest-qt/" target="_blank">a study</a> by the7stars, UK advertising is failing to represent the diversity of life across the UK. </p> <p>The study – which involved a survey of 1000 Brits plus face-to-face workshops – found that just 11% of people feel advertising truly reflects where they live. In contrast, 55% of respondents say that it does not, and 56% agree that the debate around diversity in advertising is a big issue.</p> <p>Interestingly, there appears to be a regional split, with 18% of Londoners saying that advertising is reflective of life compared with just 1% of those in the North East.</p> <h3>Emotion is key to Black Friday email success – not deals</h3> <p>From the analysis of <a href="https://econsultancy.com/blog/66328-211-awesome-phrases-for-email-subject-lines-that-sell">email subject lines</a> by 50 UK retailers during Black Friday 2016, <a href="https://persado.com/insights/persado-holiday-email-subject-lines-dos-donts/" target="_blank">Persado found</a> that five key emotions generated greater levels of success.</p> <p>First, more than 20% of consumers engaged with challenge-focused emails, such as “are you ready?”. Meanwhile intimacy and encouragement also prompted consumers to respond. A third emotion was guilt, instilling in consumers a fear of missing out, as well as fascination – with interest piqued at the promise of trying something new.</p> <p>Overall, Persado determined that emotional language accounts for as much as 60% of audience response, showing the clear potential for retailers in 2017.</p> <p><img src="https://assets.econsultancy.com/images/0009/0535/black_friday_email.JPG" alt="" width="450" height="569"></p> <h3>In-app purchases boosted by ‘reward’ ads </h3> <p>A <a href="http://www.journalofadvertisingresearch.com/content/57/3/272.short" target="_blank">new study</a> by the Journal of Advertising Research (JAR) has revealed that ‘reward’ ads in gaming apps - which offer free items to users if they interact – can boost overall in-app purchases.</p> <p>By studying 1.4m transaction records and in-app behaviour, JAR found that more than 17% of users made subsequent purchases after clicking on a reward ad, compared with just 2.75% of users who did not.</p> <p>Finally, the study also found that those who spent more time playing gaming apps each day responded better to reward ads in terms of overall spending value.</p> tag:econsultancy.com,2008:BlogPost/69589 2017-11-17T12:28:41+00:00 2017-11-17T12:28:41+00:00 Are retail brands ditching mobile apps? A look at some stats & case studies Nikki Gilliland <p>While initial downloads of retails apps are actually on the rise, app abandonment and preference for mobile web remain big roadblocks. So, are consumers simply bored of retail apps? Or is the technology failing to live up to expectations? Here’s a bit of analysis on the subject.</p> <p><img src="https://assets.econsultancy.com/images/0009/0539/flurry.png" alt="flurry app stats" width="615" height="461"></p> <h3>Lack of investment</h3> <p>In a recent study, <a href="https://www.l2inc.com/research/fashion-us-2017" target="_blank">L2 found</a> that 44% of luxury retail brands have removed their apps from the app store since 2015. Meanwhile, 56% of brands with an app currently in the store have not updated it in the past year.</p> <p>It's unclear whether apps being outdated is the reason that consumers are failing to download them, or whether retailers are not updating them because of this lack of interest.</p> <p>It’s a tricky one, but interestingly, it appears consumers might not be too fussed either way. <a href="https://www.mckinsey.com/industries/retail/our-insights/luxury-shopping-in-the-digital-agehttps://www.mckinsey.com/industries/retail/our-insights/luxury-shopping-in-the-digital-age" target="_blank">McKinsey found</a> that just 4% of the shoppers it surveyed had ever downloaded a luxury retail app, with many citing that they’d only be interested if it has something exclusive to offer, such as discounts or rewards, or something highly useful, like an easy-to-browse catalogue. </p> <h3>Greater focus on mobile web</h3> <p>The fact that mobile apps don’t tend to offer anything different to mobile sites seems to be the main cause of disappointment for consumers – not just in the luxury market. </p> <p>In an Apadmi survey, <a href="https://www.campaignlive.co.uk/article/six-ten-brits-unhappy-retail-apps-want-integrated-ar-vr/1421574" target="_blank">54% of consumers cited</a> better incentives and loyalty schemes as something they’d like from retail apps, while 38% said rewards, and 33% said customer service. </p> <p>Elsewhere, 26% of consumers said they would like to see retailers implement AI tools in apps to offer a more personalised shopping experience. </p> <p>Despite this demand, it seems a lot of retailers are failing to deliver, choosing to invest in optimising the mobile web experience instead. There’s good reason, of course. Last Christmas, a third of all online purchases came from mobile, with this predicted to rise to 54% this year. </p> <p>That being said, shoppers may turn to mobile browsers to conduct product research before turning to apps to make purchases, while people who buy regularly from a brand are more likely to use an app.</p> <p>This begs the question, are retailers losing out on loyalty by failing to invest?</p> <h3>Function vs. fun</h3> <p>Amazon is one obvious example of a brand that has furthered loyalty through its mobile app. And while some consumers might cite innovation as a ‘must-have’, Amazon shows that functional features can be far more effective than flashy technology when it comes to satisfying users. </p> <p>With simple navigation, one-click ordering, and cart sync with web, shopping via the app is the natural choice for Amazon consumers, with a reported seven in ten doing so. Of course, this is bolstered by general trust in Amazon, with its business model and reputation perhaps contributing to its success in this channel.</p> <p>Meanwhile, it’s also important to remember that Amazon is a third-party marketplace, as are other popular retail apps like Etsy and Ebay, which tend to draw in regular customers rather than one off shoppers. </p> <p><img src="https://assets.econsultancy.com/images/0009/0521/Amazon_app.JPG" alt="" width="220" height="410"></p> <h3>Where should retailers focus?</h3> <p>One of the main issues for retailers is simply grabbing the attention of consumers. Nine out of every 10 minutes on mobile apps are said to be spent in the top five user favourites (which are usually the big guns such as Facebook, YouTube, and Instagram etc). This means that retailers need to provide something of real value in order to justify taking up space on a user’s smartphone.</p> <p>So, how can retailers do this?</p> <p>As I previously mentioned, rewards and <a href="https://econsultancy.com/blog/64185-the-five-most-interesting-mobile-loyalty-apps" target="_blank">loyalty programs</a> appear to be a big driver for consumers, also giving brands a way to differentiate an app from their mobile site. </p> <p>Augmented reality is another innovation worth exploring. This works by allowing users to view products in different contexts. One example is Ikea Place, which lets you see how furniture might look in your own home. By providing shopping inspiration as well as help in a more functional aspect – i.e. how a product looks or if it is suited to a certain context - AR automatically gives users an incentive to use the mobile app.</p> <h3>Innovations in retail apps</h3> <p>So, what other retailers are investing in mobile apps, and is it paying off? Here’s a few final examples.</p> <h4>ASOS</h4> <p>With users reportedly spending 80 minutes per month in the ASOS app, the retailer has clearly got its strategy right. One of the main reasons is that it is super easy to browse, making use of catwalk videos to effectively showcase products.</p> <p>Other features also help to differentiate the app, giving users a reason to choose it over mobile browsing. There’s the one-touch pay feature, for example, which makes purchasing quick and hassle-free. More recently, it’s also integrated <a href="https://econsultancy.com/blog/68984-how-visual-search-is-helping-ecommerce-brands" target="_blank">visual search</a> into the app, allowing users to find items based on imagery rather than keywords. </p> <p><img src="https://assets.econsultancy.com/images/0009/0522/visual_search.JPG" alt="" width="600" height="396"></p> <h4>Gucci </h4> <p>While most luxury brands are shutting down apps, Gucci is one that continues to heavily invest in the area. In fact, it’s recently added a whole host of new updates to drive interest during the Christmas period, such as the ‘Cabinet of Curiosities’ feature that only works when users scan a mobile sticker in store window displays. This shows how the brand is not merely using the app to drive in-app purchases, but rather, as a way to connect both the online and offline shopping experience. </p> <p>Other features, such as Gucci emojis and stickers and a <a href="https://www.econsultancy.com/blog/68401-virtual-reality-content-marketing-s-next-big-trend">virtual reality</a> video also demonstrate the brand’s intention to attract users through fun and immersive elements, which ultimately might increase the chances of a purchase direct from the brand rather than from a department store or elsewhere.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Presenting the new digital <a href="https://twitter.com/hashtag/GucciGift?src=hash&amp;ref_src=twsrc%5Etfw">#GucciGift</a> campaign illustrated by artist <a href="https://twitter.com/hashtag/IgnasiMonreal?src=hash&amp;ref_src=twsrc%5Etfw">#IgnasiMonreal</a>. The Cabinet of Curiosities opens into a surreal and spellbinding world featuring the 2017 gifts selection. Discover more <a href="https://t.co/RKGldfZEDN">https://t.co/RKGldfZEDN</a> <a href="https://twitter.com/hashtag/AlessandroMichele?src=hash&amp;ref_src=twsrc%5Etfw">#AlessandroMichele</a> <a href="https://twitter.com/hashtag/GucciCruise18?src=hash&amp;ref_src=twsrc%5Etfw">#GucciCruise18</a> <a href="https://t.co/Csu04xpJTI">pic.twitter.com/Csu04xpJTI</a></p> — gucci (@gucci) <a href="https://twitter.com/gucci/status/930483830879813632?ref_src=twsrc%5Etfw">November 14, 2017</a> </blockquote> <h4>Warby Parker</h4> <p>The iPhone X’s new face mapping technology has given brands another way to elevate their apps. One of the first to take advantage of it has been Warby Parker, which uses the technology to recommend glasses that will suit a person’s face shape.</p> <p>Previously, the brand used augmented reality to let users virtually try on glasses, however with face mapping, they are automatically given suitable recommendations, revolutionising the way people are able to buy the product.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Just getting fitted for glasses at home in a recliner. No big deal. New Warby Parker app uses Face ID scanning to recommend frames that fit. <a href="https://t.co/Ae9wzktQ76">pic.twitter.com/Ae9wzktQ76</a></p> — Kevin C. Tofel (@KevinCTofel) <a href="https://twitter.com/KevinCTofel/status/928307448607313921?ref_src=twsrc%5Etfw">November 8, 2017</a> </blockquote> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps">Five new and innovative examples of augmented reality in retail apps</a></em></li> <li><em><a href="https://econsultancy.com/blog/63446-10-inspiring-uses-of-mobile-in-retail">10 inspiring uses of mobile in retail</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69587 2017-11-16T12:31:00+00:00 2017-11-16T12:31:00+00:00 Adidas launches first shopping app: Is it any good? Nikki Gilliland <p>It’s slightly surprising that Adidas is only just delivering this, but it is reportedly due to a larger focus on optimising the web experience. And I guess it's better later than never right?</p> <p>The app is designed to ‘personalise and enhance’ the Adidas shopping experience, but is it any good? I downloaded it to find out. Here’s what I think works, and what misses the mark.</p> <h3>An app tailored to you</h3> <p>Adidas Shop &amp; Style is a shopping app that uses artificial intelligence to learn about its users. Essentially, this means that it will take your previous shopping and browsing behaviour into consideration, and deliver personalised content and <a href="https://www.econsultancy.com/blog/68921-an-introduction-to-ai-powered-ecommerce-merchandising">commerce recommendations</a> on this basis.</p> <p>Bear in mind that this was my first time using the app, so I’m not sure how effective or relevant the results. However, video on the homepage is bound to be an effective way to grab the user’s interest as they enter the app.</p> <p><img src="https://assets.econsultancy.com/images/0009/0507/homepage.PNG" alt="" width="350" height="622"></p> <p>I was particularly impressed with how different content is integrated. There’s a good mixture of video (which automatically plays as you scroll), featured product imagery, plus editorial articles from high profile sports personalities. </p> <p>Again, the app will deliver content relating to particular sports or athletes you show interest in, which means that it feels like it is much more tailored to your own enjoyment rather than a single experience that caters to everyone.</p> <p> <img src="https://assets.econsultancy.com/images/0009/0506/homepage_2.PNG" alt="" width="350" height="622"></p> <h3>Browsing and buying</h3> <p>So, onto the shopping experience, which I assume is what most users will be focused on. </p> <p>Clicking onto the category pages, I like how everything is clearly set out – the category menus are in a list format in the middle of the screen, making it very easy to choose the shoes, clothing, and accessories you're interested in. Over time, the app will automatically stay on whatever over-arching category you use the most, e.g. men or women.</p> <p>There’s also the option to scroll through imagery of ‘new in’ products without leaving this main navigation, which is a nice touch if you’re someone who regularly checks back for new-in stock.</p> <p><img src="https://assets.econsultancy.com/images/0009/0508/categories.PNG" alt="" width="350" height="622"> </p> <p>While the category set-up is good, there is one immediately glaring flaw – and that’s the absence of any kind of filtering tool. This means that, bafflingly, users are required to continuously scroll through products to find what they’re looking for. There’s no sort function either, so even if you’re hoping to search from low to high prices, there’s no way to do this.</p> <p>It’s unclear why Adidas has failed to include these features. It’s not like the brand has a limited amount of products whereby a lack of filtering would not be quite so terrible. Its categories are pretty fleshed out, meaning users are bound to be left frustrated, potentially leading some to abandon the app or switch back to the mobile site.</p> <p><img src="https://assets.econsultancy.com/images/0009/0509/IMG_2701.PNG" alt="" width="350" height="622"> </p> <h3>Reviews and checkout</h3> <p>Luckily, there are other features that (might) make up for this. The product pages themselves are particularly good, integrating the same rating and reviews section that can be found on the main ecommerce site.</p> <p><img src="https://assets.econsultancy.com/images/0009/0503/reviews.PNG" alt="" width="350" height="622"></p> <p>The highly visual nature of the overall percentage rating is a nice touch, making it easy for users to gain an instant impression of a product. Similarly, the slider tool – which gives an indication of how a product rates on certain features, like comfort or quality – is very useful. </p> <p><img src="https://assets.econsultancy.com/images/0009/0502/review_slider.PNG" alt="" width="350" height="622"> </p> <p>The checkout process is fairly quick and frustration-free, with one-touch Apple Pay integration <a href="https://econsultancy.com/blog/68192-how-can-mobile-payment-actually-improve-customer-experience/" target="_blank">making it even more so</a>. The option to sign in or register via Facebook also reduces steps to the checkout, which is always a handy feature to help prevent <a href="https://www.econsultancy.com/blog/69561-why-online-shoppers-abandon-their-baskets-and-how-to-stop-them" target="_blank">basket abandonment</a>.</p> <p><img src="https://assets.econsultancy.com/images/0009/0504/payment.PNG" alt="" width="350" height="622"></p> <h3>Social sharing and app integration</h3> <p>Another nice feature is the ‘share how you wear it’ section, which encourages users to send in photos of themselves wearing their Adidas gear for the chance to be featured on the app. </p> <p><img src="https://assets.econsultancy.com/images/0009/0500/share_how_you_wear.PNG" alt="" width="350" height="622"></p> <p>This type of content encourages interaction and involvement, but it also serves as a nice bit of social proof, with inspiring imagery perhaps encouraging users to go on to browse products and buy. The content is also linked to the featured users Instagram accounts, which is handy if you want to click through and further explore a particular profile.</p> <p> <img src="https://assets.econsultancy.com/images/0009/0501/instagram.PNG" alt="" width="350" height="622"></p> <p>Features from Adidas’ other apps are not available as of yet. There’s no indication of soon-to-be released products, meaning users will still have to use the Confirmed app if they want to be kept in the loop. Similarly, there’s no sign of any option to sync or access <a href="https://www.econsultancy.com/blog/69246-why-adidas-is-moving-into-utility-marketing-with-all-day-fitness-app" target="_blank">All Day features</a>, meaning that the app will also be kept separate.</p> <p>It’s unclear whether Adidas will combine or integrate these features in future, however, as examples from Nike have also shown – consumers do seem happy to download different apps depending on their particular need.  </p> <h3>Where’s the chat?</h3> <p>That being said, the decision to leave the new app as a shopping platform could also be wise, especially considering there are still some pressing issues to figure out. </p> <p>The chat option is another one I came across, as despite promising ‘24/7’ advice from a live Adidas representative, I was told that there were no agents available on the multiple occasions I tried. This also looks to be a common issue, as I also spotted a few reviews citing this problem. </p> <p>Not disastrous – perhaps I was unlucky, and I'm sure Adidas will work on this if the problem continues to result in negative feedback. However, it was pretty frustrating to encounteer this, especially considering it’s such a heavily promoted feature.</p> <p><img src="https://assets.econsultancy.com/images/0009/0498/Chat.JPG" alt="" width="500" height="441"></p> <h3>In conclusion…</h3> <p>I was hoping that Adidas’ shopping app was going to be worth the wait, but it hasn’t <em>quite</em> lived up to expectations.</p> <p>As always, there are positives that will keep some users satisfied, such as effective personalisation and rich video content. There’s nothing wrong with the product pages or final checkout stages either. Search is also highly responsive, returning suggested results almost immediately.</p> <p>However, the lack of basic features like filtering and in-app help is a let down. And sadly for Adidas, this might be enough for users to abandon the app, or simply revert back to the main ecommerce site. </p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68872-five-excellent-features-of-uswitch-s-energy-switching-app/" target="_blank">Five excellent features of uSwitch’s energy-switching app</a></em></li> <li><em><a href="https://econsultancy.com/blog/67987-home-sweet-home-why-houzz-is-worthy-of-the-best-app-award">Home sweet home: Why Houzz is worthy of the ‘best app’ award</a></em></li> <li><em><a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review" target="_blank">Missguided launches Tinder-inspired app experience: review</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69545 2017-10-31T13:20:00+00:00 2017-10-31T13:20:00+00:00 Intriguing brand partnerships: From Tinder to Star Wars Nikki Gilliland <p>So, alongside Topshop, what others have we seen - and do they always succeed? Here’s a run-down of some of the best (and perhaps slightly misjudged) examples.</p> <h3>Ford and Tinder</h3> <p>Occasionally, brands come together purely for promotional purposes. This was the case for a recent campaign by <a href="https://www.econsultancy.com/blog/67563-how-tinder-has-changed-ecommerce" target="_blank">Tinder</a> and Ford, whereby the latter created a competition to appear on the popular dating app. </p> <p>Ford added its own profile to the platform, asking users to “swipe right if you fancy a blind date in a Ford mustang”. 1.5m users are said to have interacted with the promotion, leading to just five being selected and subsequently filmed for a follow-up promotional video. </p> <p>This campaign was all about reach. With 50m active users, Tinder gives brands like Ford the opportunity for mass exposure, particularly when it comes to engaging with a millennial audience.</p> <p><iframe src="https://www.youtube.com/embed/55uCGbEDbT8?wmode=transparent" width="730" height="411"></iframe></p> <h3>CoverGirl and Lucas Film</h3> <p>What does make-up have to do with <a href="https://econsultancy.com/blog/69374-star-wars-uses-ar-experiential-campaign-to-drive-people-in-store" target="_blank">Star Wars</a>? Not very much, however CoverGirl couldn’t resist the chance to attract the spending power of Star Wars fans, launching a range of make-up inspired by the film in 2015.</p> <p>As you can see from the below image, it’s all a bit odd, with no real link between the movie and the brand other than the rather tenuous ‘light side’ or ‘dark side’ theme. </p> <p><img src="https://assets.econsultancy.com/images/0008/9987/Covergirl.JPG" alt="" width="470" height="351"></p> <p>But apparently, CoverGirl was one of seven promotional partners chosen for their “creative excellence within their fields as well as their collective diverse global reach”. In this sense, it’s clearly more of a strategy by Star Wars to attract and engage a younger, female audience, with the benefits for CoverGirl perhaps being less obvious.</p> <p><img src="https://assets.econsultancy.com/images/0008/9988/Star_Wars_2.JPG" alt="" width="730" height="294"></p> <h3>BMW and Louis Vuitton</h3> <p>Both BMW and Louis Vuitton are brands that share a focus on quality craftsmanship and sophisticated design. In 2014, they found a way to work together, with Louis Vuitton creating a collection of bags and suitcases perfectly designed to fit in the boot of a BMW i8. The bags were also made from the same carbon fibre material as the car’s passenger compartments.</p> <p><img src="https://assets.econsultancy.com/images/0008/9984/BMW.JPG" alt="" width="700" height="380"></p> <p>This partnership effectively ramped up the exclusive nature of each brand, undoubtedly appealing to fans of both.</p> <p>For Louis Vuitton in particular, which is well-known for its luggage, the opportunity to experiment with new technology enabled it to further its reputation in the travel category.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The luxury carbon fibre <a href="https://twitter.com/LouisVuitton?ref_src=twsrc%5Etfw">@LouisVuitton</a> luggage set fits perfectly into a revolutionary vehicle: the <a href="https://twitter.com/hashtag/BMWi8?src=hash&amp;ref_src=twsrc%5Etfw">#BMWi8</a> <a href="http://t.co/HO4gELxIKm">pic.twitter.com/HO4gELxIKm</a></p> — BMW i (@BMWi) <a href="https://twitter.com/BMWi/status/515162260269182976?ref_src=twsrc%5Etfw">September 25, 2014</a> </blockquote> <h3>Spotify and Uber</h3> <p>Asking the driver to turn up (or down) the volume was once the only musical control we had during a taxi journey. This changed when Uber partnered with Spotify, allowing passengers to personalise their ride by syncing Spotify playlists with their Uber accounts. </p> <p><img src="https://assets.econsultancy.com/images/0008/9985/Spotify_Uber.JPG" alt="" width="650" height="378"></p> <p>While it’s the perfect fusion of both brands, this example shows that not all partnerships are a guaranteed win-win. Recently, it’s been reported that Spotify is concerned about its association with the increasingly controversial Uber, following on from yet more scandal hitting the company.</p> <p>However, despite Spotify refusing to participate in a press campaign about an update to the Uber app, the partnership still continues - perhaps indicating Spotify's hope that Uber’s reputation will turn around in the long-run.</p> <h3>Apple and Hermès</h3> <p>According to reports, sales of the Apple Watch have increased 50% since 2016. This success is perhaps one reason why Hermès was keen to extend its partnership with the tech giant, specifically to design a second range of straps for its wrist device. </p> <p>The release of the new collection, which builds on the three original straps it created in 2015, was timed to coincide with that of the third Apple Watch. </p> <p><img src="https://assets.econsultancy.com/images/0008/9986/Hermes.JPG" alt="" width="400" height="362"></p> <p>Of course, another brand that deserves an honorary mention is <a href="https://www.econsultancy.com/reports/nike-engaging-customers-across-multiple-channels" target="_blank">Nike</a>, as its own version of the Apple Watch was released in 2016. </p> <p>However, Hermès is perhaps a more interesting example, as it demonstrates the power of a brand like Apple. Despite being a less-obvious or naturally aligned partnership (after all, there are already Apple strap options), the luxury fashion brand clearly couldn't resist the potential clout that comes along with an Apple-association.</p> <p><iframe src="https://www.youtube.com/embed/0vYhbNywbmw?wmode=transparent" width="854" height="480"></iframe></p> <h3>Unicef and Target</h3> <p>In 2015, Target partnered with Unicef to launch a new range of wearable fitness brands for children (along with an associated app), which challenged kids to reach fitness goals in order to help malnourished children.</p> <p>According to reports, the daily fitness activity of people using the app has since led to 8.2 therapeutic food packets being sent, which in turn has saved the lives of 52,000 malnourished children.</p> <p><img src="https://assets.econsultancy.com/images/0008/9989/Unicef.JPG" alt="" width="730" height="235"></p> <p>Alongside the aforementioned benefits for Target, Unicef recognised that it would be able to use the initiative to help two ongoing issues. The first being that one in four children globally suffers from malnutrition – the second that one in four Americans are underactive. </p> <p>By creating a wristband that would simultaneously tackle both problems, the brand partnership proved to have a positive impact on both the children buying it (and those receiving the related donation).  </p> <p><iframe src="https://www.youtube.com/embed/sjCunCuaYpE?wmode=transparent" width="854" height="480"></iframe></p> <h3>Levis and Google</h3> <p><a href="https://www.econsultancy.com/blog/69030-why-has-wearable-tech-failed-to-catch-on" target="_blank">Wearable technology</a> is one of the biggest vehicles for brand partnerships, allowing the worlds of fashion and tech to perfectly align. </p> <p>Another recent example is from Levis and Google, who have partnered to create an innovative ‘smart jacket’ for commuters. Essentially, it allows bike riders to control various functions on their phone, such as answering calls and adjusting volume, by touching sensors on the jacket’s cuff.</p> <p><img src="https://assets.econsultancy.com/images/0008/9990/Levis.JPG" alt="" width="630" height="232"></p> <p>But is this technology as slick as it sounds? Apparently not quite, as the Levi's website stats that the jacket can only be washed 10 times (with the snap tag removed from the cuff).</p> <p>It’s not entirely clear what will happen on the 11th wash… but it sounds like the sensors will stop working. Considering the $350 price tag, this is likely to be a big negative for consumers. </p> <p>Again, this shows that not all high-profile partnerships guarantee big sales. When it comes to technology products in particular, quality as well as the ability to solve a problem tends to be the real key to success.</p> <p><img src="https://assets.econsultancy.com/images/0008/9991/Jacquard.JPG" alt="" width="300" height="555"></p> <p><em><strong> Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/69182-a-complete-guide-to-partnership-marketing-part-one" target="_blank">A complete guide to partnership marketing: Part one</a></em></li> <li><em><a href="https://econsultancy.com/blog/69190-a-complete-guide-to-partnership-marketing-part-two" target="_blank">A complete guide to partnership marketing: Part two</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69549 2017-10-30T13:15:00+00:00 2017-10-30T13:15:00+00:00 Six A/B tests used by Duolingo to tap into habit-forming behaviour Ben Davis <p>A wee bit of background to being with (then we'll get to the A/B tests further down the post): </p> <ul> <li>Duolingo has 25 languages available, with Mandarin being added soon.</li> <li>It has more than 200 million users, making it arguably the most downloaded education app.</li> <li>The Duolingo mission is to provide free language education across the world (the app is free to all).</li> <li>The company now has billions of data points (six billion lessons are completed every month) and is constantly iterating.</li> </ul> <h3>Four ways to motivate learners</h3> <p>The big challenge for Duolingo is keeping its users motivated. Not only is learning something by yourself very tough, but studying online brings with it additional distraction. Gilani says that MOOCs (massive open online courses) have very low completion rates, somewhere around one or two percent.</p> <p>To overcome this challenge, Duolingo is learning from the gaming world, with Gilani referencing four ways to design a daily habit:</p> <ul> <li>Small concrete goals</li> <li>Visible progress </li> <li>External triggers (get them to come back)</li> <li>User investment</li> </ul> <p>Those familiar with Duolingo will know that small concrete goals are built in to the app, with users having to complete a unit in order to unlock the next one. Zilani draws the analogy of getting fit – improving your fitness is "a vague and nebulous goal, but running a mile every day is very straightforward."</p> <h3>Streaks fulfil all four criteria</h3> <p>What Zilani and Duolingo wanted to concentrate on was the power of the streak, a powerful game mechanic that fulfils all four habit-forming criteria. One can see apps such as Snapchat, Facebook and Headspace alerting users to, and rewarding them for, consecutive days of activity.</p> <p>So, on Duolingo, users are encouraged to set a daily goal, to make a pledge to use the app each day, and with every consecutive day you complete you will extend your streak.</p> <p><img src="https://assets.econsultancy.com/images/0009/0046/daily_goal.jpg" alt="duolingo goal" width="300"></p> <p>Users are so conscious of continuing their streaks that Gilani even showcased an email one user had sent to Duolingo HQ explaining how they had lost internet connection (and hence their streak) during Hurricane Irma, and asking if they could please have their streak reinstated.</p> <h3>A/B test #1 – visible progress</h3> <p>Users need to see their progress and streaks weren't always that visible in the Duolingo app. So, the team did a test to show streak days in the top of the app at all times so that on any given date, people know what there streak is.</p> <p><img src="https://assets.econsultancy.com/images/0009/0041/streak.jpg" alt="streak reminder" width="300"></p> <p><strong>The results</strong> were impressive. A 3% increase in daily active users (DAU) and a 1% increase in day-14 retention (D14, those still using the app after 14 days). This uplift makes a big difference in the long run.</p> <h3>Test #2 – emphasise the streak </h3> <p>Next up, emphasising the streak after every lesson. Users began to see the ring of fire shown below.</p> <p><strong>Results:</strong> 1% increase in DAU, 3% increase in D14.</p> <p><img src="https://assets.econsultancy.com/images/0009/0042/lesson_complete.jpg" alt="duolingo streak" width="300"></p> <h3>Test #3 – external triggers </h3> <p>External triggers such as emails and app notifications can feel spammy, said Zilani, but streaks make them seem less so. Streaks give a valid reason for an external trigger, so Duolingo can say "remember you’re on a 24-day streak" rather than simply saying "come use our app".</p> <p>In this test, the team experimented by sending these external triggers at different points after a user's last lesson in the app.</p> <p><strong>The results</strong> showed that emails sent 23.5 hours after the last lesson worked best at encouraging re-engagement. That's unsurprising, as Zilani pointed out that doing something at the same time everyday gives the best chance of forming a habit.</p> <p>One fun part of Duolingo's external triggers is its use of a 'passive-aggressive notification' after five days of inactivity. The tone fits well with the playful nature of the brand, with the message beginning: "these reminders don’t seem to be working..."</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">This is the most passive-aggressive push notification I've ever received <a href="https://t.co/YY6L285J0d">pic.twitter.com/YY6L285J0d</a></p> — Mauly Freakpatrick (@mollyfitz) <a href="https://twitter.com/mollyfitz/status/860573155148144641?ref_src=twsrc%5Etfw">5 May 2017</a> </blockquote> <h3>Test #4 – user investment</h3> <p>Duolingo has a virtual currency, the lingot, with which users can buy, amongst other things, a streak freeze (allowing inactivity without destroying a streak).</p> <p>One of the things the team tested was a streak wager, with users wagering lingots that they will hit a particular length of streak. Previously nested away in the app, this feature was surfaced (specifically a seven-day wager shown once a week).</p> <p><img src="https://assets.econsultancy.com/images/0009/0047/wager.png" alt="streak wager" width="300"></p> <p><strong>The results:</strong> 5% increase in D14 and 600% rise in IAP (in-app purchase revenue) revenue.</p> <p>It should be noted that Duolingo is always free to use, but users can now pay in-app for a subscription which allows offline use (perhaps crucial for maintaining a streak) and removes ads from the interface.</p> <p>This test, Gilani mentioned, was also tried with a two-day streak wager, but the increase in D14 and DAU was minimal enough that it was abandoned.</p> <h3>Test #5 – designing for moments of weakness</h3> <p>Duolingo see 9% fewer users on the weekend according to Gilani. Typically, this is a time when many users lose their streaks. Losing a streak can be very demotivating.</p> <p>So, what if a user could skip a day and keep their streak? That's what the weekend amulet allows you to do, and it can be equipped for 20 lingots, Duolingo's virtual currency.</p> <p><img src="https://assets.econsultancy.com/images/0009/0045/amulet.jpg" alt="duolingo amulet" width="300"></p> <p>Offering this to users to say "you don't have to play on the weekend" again had a big impact on app usage.</p> <p><strong>The results:</strong> 4% increase in D14, and users 5% less likely to lose their streak.</p> <h3>Test #6 – create multiple ways to win</h3> <p>It's not just streaks that keep a user engaged. Duolingo also moved into achievement badges. These are tricky to get right, as Gilani puts it "usually these are implemented very poorly – in narratives on bad gamification, achievements are the villain, but when they are done right they have a positive affect.."</p> <p>Duolingo badges are permanent (unlike streaks) and are varied, achieved for a variety of things e.g. inviting friends, logging in before 8am etc. Badges are also completable, unlike streaks – Gilani even used the phrase "gotta catch them all".</p> <p>The first test for achievements was congratulating users who had joined Duolingo. The results were underwhelming – 0% DAU, 0% D14 0% everything else.</p> <p>Gilani says they had forgotten that tests had to be viable. Signing up is not enough of an achievement. "Users have to see what they have achieved", Gilani adds, "when they start achieving, desire kicks in."</p> <p>Testing an increased range of different badge achievements did have an impact. They saw a 2% increase in DAU and a 2% increase in D14, as well as a 5% increase in in-app purchases.</p> <p>This success was built on by adding tiers to the badges. For example, users could get a badge for scoring a perfect test, but then for five perfect tests, 10 and so on. Tiered badges further improved results – a 1% increase in DAU and a 1% increase in D14.</p> <p><img src="https://assets.econsultancy.com/images/resized/0009/0048/achievements-blog-flyer.jpg" alt="achievements" width="300"></p> <h3>A feel-good note to end on </h3> <p>Gilani finished by addressing the hall of delegates and telling them that product designers are able to empower more people to go further, and to learn more. One of Duolingo's success stories is Edilson, a Colombian security guard who taught himself a number of languages through Duolingo, and has <a href="https://www.duolingo.com/comment/14504527/A-Duolingo-Success-Story-How-I-became-a-bilingual-teacher">recently got a new job</a> at a security academy where he teaches English.</p> <p>So, what can you A/B test in your apps and services to keep customers coming back?</p> <p><em><strong>More on gamification:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/67411-how-zizzi-uses-gamification-to-boost-voucher-engagement">How Zizzi uses gamification to increase voucher engagement</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69548 2017-10-27T16:26:00+01:00 2017-10-27T16:26:00+01:00 10 of the best digital marketing stats we’ve seen this week Nikki Gilliland <p>Please enjoy.</p> <h3>UK marketers eager to capitalise on data pooling</h3> <p>A new <a href="http://www2.criteo.com/vibrant-future" target="_blank">Criteo study</a> has revealed that most UK marketers think data pooling is a positive, with 76% of survey respondents agreeing that it offers a huge opportunity to improve the customer experience. </p> <p>Meanwhile, for UK marketers looking to boost multi-channel CX and sales, collaborative data pooling (i.e. the anonymous sharing of data sets) is also a growing priority. 83% of survey respondents think successful data aggregation can improve ease of purchase, while 75% believe it can lead to more relevant deals.</p> <p>UK marketers also appear much more eager to capitalise on pooled data, with 82% willing to contribute online search data to a pool compared to 71% of global respondents.</p> <h3>Ad fraud predicted to peak in Q4</h3> <p>According to <a href="https://www.whiteops.com/q4-ad-fraud-surge" target="_blank">White Ops</a>, half of all ad fraud in 2017 will take place as we head into the holiday season, leading to a potential $3.5bn in losses.</p> <p>Analysis of last year revealed that ad fraud spiked to 13.5% between October and January, which is more than double the previous quarter. It also found that fraud increased during key holiday periods, such as Black Friday and Cyber Monday.</p> <p><img src="https://assets.econsultancy.com/images/0009/0023/Ad_Fraud.JPG" alt="" width="780" height="379"></p> <h3>54% of travellers want better mobile tech on holiday</h3> <p>New research from <a href="https://www.apadmi.com/travel-report-2017/" target="_blank">Apadmi</a> has found that over half of travellers think the sector needs to offer customers more ways to utilise their mobile devices while on holiday.</p> <p>In a survey of 1,000 people who have taken a trip in the last 12 months, 50% said they want to see more mobile check-ins in airports, as well as the ability to check-in at hotels via mobile.</p> <p>37% of travellers also want a mobile digital hub containing all the travel information they need, e.g. for transport, accommodation and visitor attractions. Lastly, 38% would like better tools to help them with language translations, and a quarter would like to be able to use mobile payments more.</p> <h3>Seasonal product marketing generates 10% rise in email open rates</h3> <p>As Starbucks and other brands re-introduce Autumnal ranges, a Mailjet test found that email open rates rose 10% in instances where popular flavourings like pumpkin spice were mentioned. </p> <p>In the US, email subject lines mentioning pumpkin spice generated the highest open rate, with a 90% higher open rate than a regular email sent around the same time.</p> <p>Meanwhile, with Halloween on the horizon, Mailjet has found that marketers are successfully engaging consumers on the back on anticipation for the new Stranger Things series. Email open rates were 74% higher when the TV show was directly mentioned in the subject line.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Handcrafted. <a href="https://twitter.com/hashtag/MaplePecanLatte?src=hash&amp;ref_src=twsrc%5Etfw">#MaplePecanLatte</a> <a href="https://t.co/89fURSIOvu">pic.twitter.com/89fURSIOvu</a></p> — Starbucks Coffee (@Starbucks) <a href="https://twitter.com/Starbucks/status/918181475723259905?ref_src=twsrc%5Etfw">October 11, 2017</a> </blockquote> <h3>UK ad viewability hits 18-month high</h3> <p>According to the latest benchmark report from <a href="https://www.meetrics.com/en/benchmark-reports/" target="_blank">Meetrics</a>, UK ad viewability has hit its highest level for 18 months. </p> <p>In the third quarter of 2017, the amount of banner ads served that met minimum viewability standards rose from 51% to 52% – the highest level since Q1 2016. This also follows a rise from 47% to 51% in the previous quarter.</p> <p>Despite this, Meetrics says that the UK still lags behind other European countries on ad viewability. Italy and Austria lead the way, with 68% and 67% viewability respectively, while Switzerland and Poland are the closest to UK levels with 55%. </p> <p><img src="https://assets.econsultancy.com/images/0009/0024/Country_comparison_chart.PNG" alt="" width="774" height="534"></p> <h3>34% of APAC consumers visit Amazon each month</h3> <p>Research by GlobalWebIndex has revealed that Amazon is now in the top three commerce platforms in the regions of Asia-Pacific, Latin America, and the Middle East. </p> <p>Its latest report states that 34% of internet users in Asia Pacific are visiting Amazon each month, closing in on rival Alibaba, which draws in 42%.</p> <p>Globally, 75% of digital consumers are now purchasing at least one product online every month. However, APAC is the top region for purchasing online, with 77% of internet spend coming from India, 79% from Indonesia, and 83% from both South Korea and China. </p> <h3>Only 8% of consumers pre-order new products</h3> <p>With pre-orders starting on Apple’s iPhone X, HotUKDeals has been investigating how consumers spend on newly-launched products.</p> <p>Interestingly, just 8% of British consumers say that they usually pre-order new products, while 53% that they prefer to wait to see if the price drops before purchasing. 11% usually purchase at the time of launch (when products are available) and 29% say that it differs depending on the product.</p> <p>Consumers who generally pre-order new products tend to be younger shoppers, with 14% of 16 to 24-year olds doing so. Meanwhile, 9% of the people who usually pre-order are men, compared to 6% of women.</p> <h3>Halloween generates 260% spike in online traffic</h3> <p>New research from BazaarVoice suggests that Halloween is now viewed as the start of the holiday shopping season, with the event generating 260% more online traffic than normal, and steady increases taking place in the lead-up to Christmas.</p> <p>People are said to start planning their costume about six weeks before Halloween, with increased page views for costumes starting around the third week of September.</p> <p>Black Friday and Cyber Monday see the next largest spikes after Halloween, before a peak in the week before Christmas generating 800% more traffic than normal.</p> <p><img src="https://assets.econsultancy.com/images/0009/0021/BazaarVoice.JPG" alt="" width="450" height="518"></p> <h3>Increase in US children using mobile technology</h3> <p>A report by <a href="https://www.commonsensemedia.org/research/the-common-sense-census-media-use-by-kids-age-zero-to-eight-2017" target="_blank">Common Sense</a> has revealed that American children aged eight and under are spending more time than ever using mobile technology. </p> <p>Kids reportedly spend 48 minutes a day on mobile devices – up from just five minutes in 2011 – with 42% also owning their own tablet device, compared to just 1% in 2011. </p> <p>The report also states that 49% of children aged eight or under typically watch TV or play video games in the hour before bedtime, and 10% of this group have a ‘smart’ toy that connects to the internet or a voice-activated virtual device.</p> <p><img src="https://assets.econsultancy.com/images/0009/0022/Mobile_Devices.JPG" alt="" width="540" height="472"></p> <h3>Mobile consumers more willing to engage during holiday season</h3> <p>Finally, a new study by <a href="https://liftoff.io/resources/" target="_blank">Liftoff</a> suggests that mobile marketers should capitalise on low acquisition costs and high rates of engagement in the period of October to January.</p> <p>Research found that last December, acquisition was at a low of $54.63 while engagement rates were at 6.81%. In contrast, engagement fell to 5.4% at the beginning of March, with the cost to acquire users going on make a purchase rising to $65.06.</p> tag:econsultancy.com,2008:BlogPost/69525 2017-10-24T14:30:00+01:00 2017-10-24T14:30:00+01:00 Why NASA and other brands are tapping into the gaming industry Nikki Gilliland <p>Alongside a rise in adults over 30 playing video games, children remain highly engaged in this world. In a recent survey, the ESA found that 67% of parents play video games with their child at least once a week, and 71% of parents say that video games have a positive influence on their child’s life.</p> <p>Together, these statistics form the motivation for a new educational marketing effort by NASA, designed to promote the subject of space exploration to a younger and specifically female audience via games.</p> <p>So, what exactly has NASA been doing and why? Here’s more on the story, as well as why the influential gaming consumer is becoming a big target for brands.</p> <h3>Promoting NASA missions</h3> <p>NASA has partnered with developers <a href="https://www.gameeapp.com/">Gamee</a> to create its own series of space-related games, which is part of a broader educational initiative to inspire young people in the fields of science, technology, maths, and engineering.</p> <p>Its first game, Mars Rover, was created to commemorate the fourth anniversary of Curiosity landing on Mars.</p> <p>Essentially, it allows users to drive the Curiosity Rover themselves, using radar to search for underground water. The game itself is rather basic in terms of design and graphics. However, the premise (to mimic the gravity and movement of the rover on Mars) effectively introduces users to what happens during a space mission – which is bound to pique the interest of young space fans.</p> <p><a href="https://itunes.apple.com/app/id945638210" target="_blank"><img src="https://assets.econsultancy.com/images/0008/9858/Mars_Rover.JPG" alt="" width="780" height="479"></a></p> <p>According to data, Mars Rover has generated 50m gameplays by 16m people since its launch – which in space terms apparently equates to 112 years of game time, travelling 3,787,879 miles in a Mars Rover, and driving around the real Mars 157 times.</p> <p>So, if we are to consider how many people have played the game, it seems that space exploration is an appealing theme for young gamers, and perhaps a growing area of interest in general. Conveniently then, its release has been well-timed by NASA to build excitement about Curiosity’s successor, which is set to launch in 2020. </p> <p>On the back of the success of Mars Rover, NASA has since released two more games – Space Traveller and Voyager. The latter is a simulation puzzle game that takes players on a journey through space, allowing them to scan planets and moons and the like, while exploring the far-reaching limits of the Solar System. There are extra <a href="https://econsultancy.com/blog/68974-four-examples-of-brands-using-educational-content-marketing" target="_blank">educational elements</a> to this game in particular, such as facts and further information about the mission with each passing level. As well as creating greater levels of engagement during the game, this is also effective for deepening the player's learning about the topic.</p> <h3>Using social elements to spread the word</h3> <p>Another element (and one which has helped to ramp up reach) is that the games encourage social sharing. Through the Gamee app, users can play against their friends, share scores, as well as promote their activity via their personal social media accounts.</p> <p>This kind of <a href="https://econsultancy.com/blog/66569-five-ways-to-use-social-proof-online" target="_blank">social proof</a> is bound to boost any marketing campaign, but with research suggesting that gamers are one of the most influential types of consumer, it’s all the more pertinent.</p> <p>Why? Well, <a href="https://www.thinkwithgoogle.com/consumer-insights/why-gamers-should-be-part-your-audience-strategy/">according to Google</a>, gamers are particularly active when it comes to giving recommendations to friends and family as well as leaving reviews online. In a survey, 87% of people who have recently bought a consumer electronics product or service say they typically recommend what they've bought to people they know. Meanwhile, 69% of those are very likely to rate and review their purchase online.</p> <p>So, with gamers more likely to share and influence others, it’s unsurprising that NASA has targeted this specific demographic. Even if younger users might be less inclined to share on social, older users and parents are perhaps still likely to do so.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fgameeapp%2Fvideos%2F1504240299670505%2F&amp;show_text=0&amp;width=284" width="284" height="476"></iframe></p> <h3>Opportunities from new tecnhnology</h3> <p>One reason for the steady growth of the gaming industry has of course been new technology, with virtual reality the latest opportunity for brands and gamers alike.</p> <p>Alongside its games for kids, NASA has also moved into the world of VR with ‘Access Mars’ - a tool that allows users to take a virtual tour of the Red Planet. Created in collaboration with Google, it enables users to visit different locations along Curiosity Rover’s route on Mars, using real 360 degree imagery from its mission.</p> <p><iframe src="https://www.youtube.com/embed/0DvF5J6Evx4?wmode=transparent" width="835" height="470"></iframe></p> <p>The tour is said to be particularly helpful for geologists, who will be able to gain a better understanding of Curiosity’s data via the immersive experience. However, it’s also bound to be an exciting prospect for space enthusiasts, or those who have previously enjoyed NASA’s educational or gaming content.</p> <h3>Other brands targeting gamers</h3> <p>NASA is not the only company to use gaming as a marketing tool. Fashion retailer, Berksha, has also used the medium to target a young audience, basing its games around seasonal and themed events like school and Halloween.</p> <p>Unlike NASA, which involves more educational elements, this example is more sales-driven. In order to encourage participation, the retailer launched a competition element in conjunction with the game, rewarding top performers with vouchers for its new fashion collection. </p> <p><img src="https://assets.econsultancy.com/images/0008/9852/IMG_6218.PNG" alt="" width="400"></p> <p>Similarly, Fanta released a game for young consumers, which tapped into the popularity of social influencers on YouTube. Young gamers got the opportunity to play the game during a recent YouTube fan festival, and even play against famous YouTubers appearing at the event. This resulted in 20,000 engagements in a single day, and 1.5m gameplays in total.</p> <p><img src="https://assets.econsultancy.com/images/0008/9853/IMG_6219.PNG" alt="" width="400"></p> <h3>Advertising potential</h3> <p>Speaking of YouTube, another reason brands are keen to get involved in gaming is because of the video platform’s highly engaged gaming audience – where simply watching games is now just as popular as playing them. </p> <p>According to Newzoo, 470m gamers watch online gaming content on a regular basis, a statistic that presents huge potential for brands and advertisers. So, alongside verticals like beauty, cooking, and sports, brands are now heavily sponsoring this type of content – as well as the creators and influencers that are making it.</p> <p>Meanwhile, with this consumer said to consider buying premium products more than the general online population, it’s clear that gaming is far more than just a passive teenage pastime. </p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/65049-10-stellar-examples-of-nasa-s-social-media-strategy/" target="_blank">10 stellar examples of NASA’s social media strategy</a></em></li> <li><em><a href="https://econsultancy.com/blog/6302-q-a-nasa-s-stephanie-schierholz" target="_blank">Q&amp;A: NASA's Stephanie Schierholz on navigating the frontiers of social media</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69456 2017-10-16T12:00:00+01:00 2017-10-16T12:00:00+01:00 How mobile apps can shape the Premier League fan & player experience Ben Davis <p>In interviewing James Burke, production director, I again got the sense that Swansea City, like many top-flight clubs, are in the middle of <a href="https://econsultancy.com/training/digital-transformation/">a digital transformation</a> and have a clear roadmap in place. When it comes to mobile apps, it won't be long before clubs are offering truly personalised, contextual and location-aware experiences, both to fans and to players.</p> <h3>The role of the football club mobile app </h3> <p>The new Swansea City website is responsively designed, so a mobile app really has to offer something different to the website. It was Burke and Other Media's job to look at how they might make better use of the app.</p> <p>Burke told me that "football fans use apps on match days and that accounts for around 80% of visits to the app," though "peaks of traffic during match days and troughs away from match days... is a trend reflected across all touchpoints, app or website."</p> <p>Other Media's job with the Swansea app, says Burke, is "to try to increase the peaks on match day and to reduce the troughs on non-match days – bringing people back in and giving them appropriate content and the chance to follow that further."</p> <p>One very simple example of this is the club's partnership with Opta, which means the app can provide match scores across the Premier League, so if Swansea aren't playing on a particular match day, fans still have reason to engage and seek a wider view.</p> <p>We'll look at some more of the new app's functionality designed to suck people in, but first let's consider the grand vision for mobile apps on match day.</p> <h3>Location-aware and contextual mobile in the stadium</h3> <p>I asked Burke about some of the beacon technology with which American sports teams have experimented. <a href="https://econsultancy.com/blog/65221-ibeacon-trials-13-brands-trying-to-find-a-use-case">The MLB added an iBeacon feature</a> to its At The Ballpark app as far back as 2014, enabling fans at 20 baseball stadiums to check-in at games and receive exclusive offers. Despite this early use, the technology has been <a href="https://econsultancy.com/blog/68199-beyond-the-hype-how-should-marketers-really-use-ibeacons/">long-mooted</a> in both leisure and retail but hasn't been popular.</p> <p><img src="https://assets.econsultancy.com/images/0005/0762/MBL_ibeacon.jpg" alt="mlb location aware app" width="450"></p> <p>Burke picks up the thread, saying "There are plans to look at how we do that, whether it is beacons or whether it’s proximity based on GPS or similar. Swansea want to try to use much more targeting and location awareness, so people at the stadium attending the fixture will get a different experience to those not attending."</p> <p>Promisingly, Burke gives more concrete examples of how contextuality might work, and they don't necessarily involve location-aware technology.</p> <p>"Firstly the ticket that you purchase – if you’re a regular fan you might get one type of notification, if you're a hospitality guest you might get another notification with different content in there. The idea is you would segment users based on their interaction with a beacon and then target them with a particular message."</p> <p>"Swansea also want to look at how they work with merchandising and ticket offerings, and try to capitalise on the euphoria the game can (hopefully) give you. So let’s say the number nine scores the winning goal in the last minute, they can send a notification to everybody in the stadium – get your Tammy Abraham shirt, 10% discount in the megastore now. The data’s not quite there yet, but the plan is, if you’re a match day ticket holder, we'll know that when you sign in to the app. If you attend the game, maybe there’s a notification for non-season sticket holders saying 'buy your next tickets now'."</p> <h3>Clever use of notifications</h3> <p>Notifications are an important part of any app, and one of the key advantages for marketers using this channel. The new Swansea City FC app includes a range of notifications which the user is invited to set up on first open.</p> <p><img src="https://assets.econsultancy.com/images/0008/9647/notifications.png" alt="notifications swansea city" width="300"> </p> <p>Some of the more clever uses involve new predictor games where fans can predict starting line-ups (see below) and match scores, with notifications used to prompt people to take part. These games also have a sharing functionality so fans can share the games with friends by text message.</p> <p>Burke tells me that "all of the app content is linked and tagged so relevant content can be surfaced to the user – when they finish an article or video the next piece of content is pushed to them."</p> <p><img src="https://assets.econsultancy.com/images/0009/0121/lineup.png" alt="lineup swansea app" width="300"></p> <p>"The uptake of notifications has been very positive," says Burke, "and for Swansea it’s about getting the balance right. They’ve already started to refine their match day notifications so not every match day event is broadcast through notifications – the club is realising the beauty of notifications is in relevance rather than frequency."</p> <p>Fairly obviously, if app users get notifications for every corner or shot on target, many will be tempted to turn them off. But, get them right and notifications can quickly increase interaction and therefore sponsor value, brand awareness, and potentially digital commercial revenue.</p> <h3>Data collection</h3> <p>At time of interview, Swansea hadn't yet implemented a single sign-on solution across each of their different platforms (website, app, ticketing, shop), though this is set to launch soon.</p> <p>In the meantime, with the new app, Burke tells me that Swansea "needed to get around how they might capture data, so we have an on boarding process where we offer newsletter sign-up. Swansea get an interaction there, they get a piece of data if the fan wishes to engage."</p> <p>It should be noted that fans are not forced to register (see below). And Burke adds that "we try not to bombard users straight away, we try to also do it contextually, so if they’re reading a piece of breaking news or if they’ve tapped on a notification, we will know that and then the newsletter option is presented to them at the right time."</p> <p><img src="https://assets.econsultancy.com/images/0009/0123/news.png" alt="swansea app newsletter signup" width="300"></p> <h3>Sponsored content</h3> <p>One of the benefits of moving from the Football League Interactive platform to this new mobile app is that Swansea can do more with their sponsors.</p> <p>The match centre is presented by Bet365 and team alert notifications are presented by Low Cost Vans. Burke says "[fans are] interacting with our sponsors, but it’s not an intrusive message."</p> <p>"Sponsorship is done in sensitive way," Burke continues, "with tonal logos, or 'in partnership with', not just sticking big adverts in places." This all ties in with Swansea's goal of getting fans to revisit the app as often as possible.</p> <p><img src="https://assets.econsultancy.com/images/0009/0122/predictor.png" alt="predictor screen" width="300"></p> <h3>A mobile app for Swansea City's players</h3> <p>There's a final, exciting note to add. There's also a new mobile app for Swansea City players.</p> <p>Where the club used to provide a brochure as a guide to Swansea, including places to visit, schools, estate agents and the like, it now provides an app. The knowledge has been built up from previous players and can now be updated regularly without the expense of printing new brochures.</p> <p>Burke says "we use a platform we developed here at Other Media – it’s effectively a CMS for apps, so we can update the apps without doing wholesale releases through the app store."</p> <p>The player app includes training schedules, has different language options through a simple flag select and, crucially, has quite a big section around emotional support for the players. This part of the app has <a href="https://econsultancy.com/admin/blog_posts/69456-how-mobile-apps-can-shape-the-premier-league-fan-player-experience/edit/It%20has%20training%20schedules,%20there%E2%80%99s%20different%20language%20options,%20they%E2%80%99ve%20recently%20signed%20a%20couple%20of%20spanish%20players%20so%20we%20have%20a%20spanish%20version%20available%20through%20a%20simple%20flag%20select.%20It%20also%20has%20quite%20a%20big%20section%20around%20emotional%20support%20for%20the%20players%20-%20obviously%20it%E2%80%99s%20at%20the%20forefront%20of%20peoples%20mind%20atm,%20about%20a%20number%20of%20high%20profile%20players%20that%20have%20had%20mental%20health%20issues%20-%20around%20organisations%20they%20can%20contact,%20everything%20from%20charities%20to%20council%20support.%20It%E2%80%99s%20geared%20to%20the%20mental%20health%20of%20the%20player,%20and%20trying%20to%20make%20their%20transition%20to%20swansea%20assembles%20off%20the%20field%20as%20possible.%20%20I%E2%80%99m%20not%20aware%20of%20another%20club%20in%20the%20premier%20league%20doing%20this.%20It%20was%20mentioned%20to%20the%20pre%20at%20the%20start%20of%20the%20season%20-%20they%20were%20very%20keen%20on%20it%20and%20their%20reaction%20suggested%20no%20other%20club%20has%20done%20something%20like%20this%20-%20there%20are%20others%20with%20player%20liaison%20officers,%20but%20in%20terms%20of%20getting%20an%20app%20in%20the%20players%20pockets%20that%20is%20usable%20and%20they%20don%E2%80%99t%20just%20ignore.">won praise from the Premier League</a>, and provides information about organisations players can contact, everything from charities to council support.</p> <p>"It’s geared to the mental health of the player," says Burke, "and trying to make their transition to Swansea as seamless off the field as possible." Let's hope more clubs follow with kind of support enabled by digital technology.</p> <p>Mobile apps have been around for a while but as far as football clubs are concerned, we could be about to see them hit maturity fairly soon, with new functionality helping to make the fan and player experience more rewarding.</p> <p><em><strong>More on this topic:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/69441-six-cool-things-about-leicester-city-fc-s-new-website">Six cool things about Leicester City FC's new website</a></li> <li><a href="https://econsultancy.com/blog/68696-digital-transformation-in-the-premier-league-southampton-fc-s-fan-first-strategy/">Digital transformation in the Premier League: Southampton FC's fan-first strategy</a></li> <li><a href="https://econsultancy.com/blog/69380-arsenal-vs-spurs-which-premier-league-club-offers-the-best-mobile-ux">Arsenal vs. Spurs: Which Premier League club offers the best mobile UX?</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69455 2017-09-28T15:00:00+01:00 2017-09-28T15:00:00+01:00 Five new and innovative examples of augmented reality in retail apps Nikki Gilliland <p>Let’s take a look at what the new app offers users, as well as a few other examples of brands experimenting with augmented reality on mobile.</p> <h3>Ikea Place</h3> <p>Ikea Place, which was recently launched in the US, allows users to place virtual Ikea furniture into their own home to see how everything might look once assembled. <a href="https://www.econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative" target="_blank">Ikea</a> has had a 3D function in its catalogue app for a few years now, however the scale was somewhat questionable, and it required a physical copy of the paper catalogue to work.</p> <p>In contrast, the new Ikea Place app is said to be 98% accurate in scale, rendering 3D images to react to light and shade – ultimately giving consumers a much more realistic portrayal. </p> <p><iframe src="https://www.youtube.com/embed/r0ViFTEb8aQ?wmode=transparent" width="475" height="267"></iframe></p> <p>So will it inspire consumers to buy? I think Ikea Place will be effective in this sense, especially during the pre-purchase phase when a lot of deliberation or uncertainty tends to lead to shopper abandonment. With furniture – and especially Ikea’s self-assembly furniture – being somewhat of a guessing game (in terms of the end result), the AR tool will help shoppers to make more informed decisions, which could increase sales through the app.</p> <p>As well as functional elements, the app also looks like it will provide a lot of inspiration, letting users compare over 2,000 Ikea items to see how different furniture might look in the same space.</p> <h3>Sephora Virtual Artist</h3> <p>Cosmetics retailer Sephora didn’t wait around for ARKIt – its ‘Virtual Artist’ app has been available via its main app since earlier this year.</p> <p>Instead of furniture in homes, the AR technology lets beauty consumers see what certain products might look like on their own face. To do so, it uses Modiface technology to scan lips and eyes, before overlaying different lip colours, eye-shadows, false lashes and so on.</p> <p><img src="https://assets.econsultancy.com/images/0008/9230/Sephora.JPG" alt="" width="241" height="505"></p> <p>The main aim of the app seems to be to boost ecommerce sales, with beauty consumers typically driven in-store due to doubts about what products will look like in real life.</p> <p>While reviews have been mixed – some say it is no match for trying products on actual skin – there is an impressive amount of products to try out. Meanwhile, it also serves as a bit of fun for consumers and yet another way for <a href="https://www.econsultancy.com/blog/69354-10-brilliant-examples-of-content-marketing-from-beauty-brands" target="_blank">beauty brands</a> like Sephora to provide entertainment and inspiration as well as the products themselves.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Playing with Sephora Virtual Artist. <a href="https://t.co/WZV3kF7diU">pic.twitter.com/WZV3kF7diU</a></p> — caca (@_shafawatimkthr) <a href="https://twitter.com/_shafawatimkthr/status/891297890592669696">July 29, 2017</a> </blockquote> <h3>Dulux Visualiser</h3> <p>Another home interiors-related app, Dulux Visualiser uses AR in a simple but highly effective way – to see what your walls will look like when painted a different colour.</p> <p>Like most AR apps, it works by using your smartphone camera to detect wall edges and surfaces, letting users select the specific area that should be virtually painted.</p> <p><iframe src="https://www.youtube.com/embed/4lMFxJ4PDXY?wmode=transparent" width="857" height="482"></iframe></p> <p>I downloaded the app and gave it a go, with mixed feelings about the results. While the app itself has a lot of cool features, like the ability to match paint from furniture or fabric, as well as an extensive array of colours to choose from, the actual AR functionality is a bit of a let down.</p> <p>As you can see from the below image, when turning my white wall pink, the colour merged into the frame. Niggles like this are understandable given the technology is still in its early days, however I also found it particularly tricky to stop colour from seeping up the ceiling and elsewhere.</p> <p><img src="https://assets.econsultancy.com/images/0008/9232/IMG_1910.PNG" alt="" width="400" height="711"></p> <p>AR functionality aside, the idea of the app is still great, and will certainly be a viable option for customers who don't want to head to stores or physically test out multiple paint colours on their walls.</p> <h3>Bic</h3> <p><a href="https://www.econsultancy.com/blog/69311-six-lessons-we-can-learn-from-the-best-stationery-brands-on-instagram" target="_blank">Stationery brand</a> Bic has turned to AR to solve a very different kind of problem. Its Drawybook app for kids adds a gamification element to colouring – acting as an alternative to standard mobile gaming apps that children often turn to.</p> <p>The app includes storytelling elements, with a number of interactive stories being specially created for the app by children’s author, Elissa Elwich. However, the AR element gives kids a reason to do more than just play games or read. The ‘Draw &amp; Scan’ feature encourages them to create their own art by bringing it to life with special overlaid effects.</p> <p><iframe src="https://www.youtube.com/embed/yYcntQ6CGEQ?wmode=transparent" width="656" height="412"></iframe></p> <p>Unlike the aforementioned examples, which have been created to drive sales more than anything else, this is a nice example of a retailer using AR to connect and engage with consumers. It offers kids (and parents) something of real value, which in turn is likely to help the brand forge strong relationships with those that use it.</p> <p><img src="https://assets.econsultancy.com/images/0008/9233/Bic.JPG" alt="" width="481" height="378"></p> <h3>Lowe’s</h3> <p>Finally, two new apps using Apple’s new ARkit technology from home improvement retailer Lowe’s, both including new and innovative features.</p> <p>The first, Measured by Lowe’s, acts as a virtual tape measure that enables users to take real life measurements of walls, sofas or other household furniture via their smartphone camera. Interestingly, it can also extend to areas outside of the home, for instance letting you measure your height or an area in a field.</p> <p><iframe src="https://www.youtube.com/embed/EPJMxeBVlhI?wmode=transparent" width="695" height="391"></iframe></p> <p>The second, Envisioned by Mine, is similar to Ikea Place and a much more comprehensive shopping app for TheMine.com – Lowe’s high-end online furniture store. It allows users to place to-scale 3D versions of furniture in their rooms, and again, re-position or modify to see how it might fit in real life.</p> <p><img src="https://assets.econsultancy.com/images/0008/9234/Lowes.JPG" alt="" width="290" height="520"></p> <p>Will either take off? Envisioned by Mine sounds fun, but I actually think ‘Measured’ might hold greater appeal – and this is because AR apps tend to succeed when they are able to solve a specific problem. </p> <p>While people might turn to IKEA for AR-driven interior inspiration, Lowe’s cleverly taps into the common problem of measurement, essentially allowing it to become an everyday tool for people involved in home improvement, as well as those who aren't but who happen to find themselves without a measuring tape.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/69374-star-wars-uses-ar-experiential-campaign-to-drive-people-in-store" target="_blank">Star Wars uses AR experiential campaign to drive people in-store</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69016-why-beauty-brands-are-betting-on-augmented-reality" target="_blank">Why beauty brands are betting on augmented reality</a></em></li> <li><em><a href="https://econsultancy.com/blog/67713-augmented-reality-vs-virtual-reality-where-should-brands-focus" target="_blank">Augmented Reality vs. Virtual Reality: where should brands focus?</a></em></li> </ul>