tag:econsultancy.com,2008:/topics/native-apps Latest Native Apps content from Econsultancy 2016-12-09T11:41:06+00:00 tag:econsultancy.com,2008:BlogPost/68613 2016-12-09T11:41:06+00:00 2016-12-09T11:41:06+00:00 Argos's 'Christmas Wishlist’ app: Clever Christmas marketing for kids Nikki Gilliland <p>Argos’s ‘My Christmas Wishlist’ has been around for the past couple of years, but having been recently been updated to include more gift ideas, I thought I’d give it a whirl.</p> <p>Here are my thoughts.</p> <h3>Traditional turns digital</h3> <p>It’s a bit sad to think that children don’t write Christmas lists anymore, however, that’s the basis of the Argos wishlist app.</p> <p>Designed for kids between the ages of three to seven, it allows them to pick the items they’d like from Santa whilst having fun with technology.</p> <p>Featuring the animated characters of Mo, Squidge, Gil, Fly, and Stik to help - it’s colourfully designed to engage little ones.</p> <p><img src="https://assets.econsultancy.com/images/0008/2185/Argos_App.png" alt="" width="400" height="710"></p> <h3>Setting it up</h3> <p>When you open the app, you are met with a fun synopsis of its various features, such as adding stickers and taking selfies.</p> <p><img src="https://assets.econsultancy.com/images/0008/2186/Argos_2.png" alt="" width="350" height="621"> <img src="https://assets.econsultancy.com/images/0008/2187/Argos_3.png" alt="" width="350" height="621"></p> <p>Having been designed for kids, it’s obviously quite easy to use, however it’s nice to have this guide to get you started.</p> <p>From here, you’re immediately prompted to edit the settings – the most important element for adults.</p> <p>This allows you to limit the amount of products kids can select, set a maximum price, as well as enter in your email address to receive the final wishlist or send it to family and friends.</p> <p><img src="https://assets.econsultancy.com/images/0008/2188/Argos_Settings.png" alt="" width="350" height="621"> <img src="https://assets.econsultancy.com/images/0008/2189/Argos_music_setting.png" alt="" width="350" height="621"></p> <p>The ability to stop kids from wanting <em>everything</em> they see is one feature that the old fashioned Argos catalogue does not have.  </p> <p>Another cool feature is the ‘grown-up calculator’, which prevents kids from tampering with the settings by asking a tricky maths question.</p> <p><img src="https://assets.econsultancy.com/images/0008/2190/calculator.png" alt="" width="400" height="710"></p> <p>Lastly, there’s the option to turn off music and sound effects, which is the biggest blessing of all.</p> <p>If you don’t, look forward to the pleasure of listening to the same neverending tune.</p> <h3>Creating the wish list</h3> <p>As I continued exploring the app, I was met with some nice touches of personalisation, such as the option to enter a name and choose an animated 'helper'.</p> <p>And now the adults have done their bit, it can be handed over to kids worry-free.</p> <p><img src="https://assets.econsultancy.com/images/0008/2193/Argos_5.png" alt="" width="350" height="621"> <img src="https://assets.econsultancy.com/images/0008/2195/Argos_7.png" alt="" width="350" height="621"></p> <p>With thousands of toys to choose from, everything is separated into brand categories such as ‘Barbie’ or ‘Lego’.</p> <p>Children can then browse the various items and add them to their wishlist.</p> <p>One thing that struck me was that there’s no real information about the toys themselves, other than a few images to swipe through.</p> <p><img src="https://assets.econsultancy.com/images/0008/2196/Argos_Barbie.png" alt="" width="350" height="621"> <img src="https://assets.econsultancy.com/images/0008/2197/Argos_Barbie_Pics.png" alt="" width="350" height="621"></p> <p>But then again, this is more of a negative for adult users, and certainly isn't something children are going to worry about.</p> <h3>Creative elements</h3> <p>Once the kids have selected the items they want from Santa, they can then choose to decorate the final wishlist.</p> <p>This is the most interactive part of the app and a feature that elevates it from a standard gift guide or brochure.</p> <p>Including stickers and a doodle function, kids can make it as personal (and messy) as they like.</p> <p><img src="https://assets.econsultancy.com/images/0008/2198/Argos_12.png" alt="" width="400" height="710"></p> <p>This feature also distracts from the ‘I want it now’ element and encourages children to get creative.</p> <p>Despite being digital, it also means the app is at least a little reminiscent of the traditional experience of writing to Santa.</p> <h3>In conclusion…</h3> <p>In terms of actual design or UX, the Argos wishlist isn't overly innovative. There are tonnes of apps out there that are far more slick.</p> <p>However, the difference is that there's normally a distinction between kids apps (for games or learning) and retail apps (for grown-ups).</p> <p>It's quite unusual to see a combination of the two.</p> <p>While the premise is quite basic, it is very easy to use, with plenty of fun and enjoyable interactive elements.</p> <p>Even the most simple features - such as the fart noise you hear while pressing the ‘back’ button - is likely to make kids want to use it.</p> <p>Sadly for parents, this might even continue once the gift selection part is over with.</p> <p><strong><em>Related artices:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/62865-six-ingredients-of-a-great-mobile-app/" target="_blank">Six ingredients of a great mobile app</a></em></li> <li><em><a href="https://econsultancy.com/blog/67237-eight-examples-of-best-practice-on-argos-product-pages/" target="_blank">18 excellent features of Argos’s mobile app</a></em></li> <li><em><a href="https://econsultancy.com/blog/67237-eight-examples-of-best-practice-on-argos-product-pages/" target="_blank">Eight examples of best practice on Argos product pages</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68558 2016-12-05T11:21:04+00:00 2016-12-05T11:21:04+00:00 Start Me Up! PresenceKit builds mobile apps in 48 hours Ben Davis <h3>In one sentence, what is your product/service? </h3> <p><a href="https://presencekit.com/">PresenceKit</a> builds commerce-optimised mobile apps for retailers that increase sales through SEO and app store optimization (<a href="https://econsultancy.com/blog/65980-app-store-optimisation-aso-for-google-play-and-apple-app-store/">ASO</a>), and it takes just two days thanks to its cloud-based technology.</p> <p><img src="https://assets.econsultancy.com/images/0008/2029/Screen_Shot_2016-12-02_at_13.30.09.png" alt="presencekit" width="500"></p> <h3>What problem(s) does it solve?</h3> <p>PresenceKit solves the problem of finding the time, money and resources to build a properly commerce-enabled mobile app at a time when <a href="https://econsultancy.com/blog/68423-how-fashion-and-travel-are-leading-the-way-in-m-commerce/">m-commerce</a> is becoming a necessity for ecommerce businesses.</p> <p>App development costs can easily reach $1m excluding support and it can take months to develop, not to mention the time and effort it takes from the client to put the project together.</p> <p>PresenceKit builds an app that is live on the App Store or Google Play within 48 hours with next to no effort from the client.</p> <p>This app can then be improved piece by piece as we see where we need to enhance the user experience based on customer data.</p> <p>We then help take steps to optimize the app for maximized <a href="https://econsultancy.com/training/courses/topics/search-marketing/">SEO</a> &amp; <a href="https://econsultancy.com/blog/65980-app-store-optimisation-aso-for-google-play-and-apple-app-store/">ASO</a> benefits. PresenceKit is more of a sales partner than a technology partner, as our workflow is heavily data driven, and all actions are made with the ultimate goal of increasing sales.</p> <p><img src="https://assets.econsultancy.com/images/0008/2027/pk2.png" alt="presencekit app" width="250">  <img src="https://assets.econsultancy.com/images/0008/2028/pk1.png" alt="presencekit app" width="250"></p> <h3>What were the biggest challenges involved in building the tech or growing your team?</h3> <p>The major challenge, as with most startups, will be scaling the company into different markets while growing the team.</p> <p>At the same time, we have to keep our customers 100% happy. We have a lot to do in order to establish ourselves both externally and internally.</p> <h3>How will the company make money?</h3> <p>PresenceKit’s revenue model is based on a revenue sharing agreement with the clients for in-app sales.</p> <p>The revenue sharing agreement is based on three tiers. As the app revenues grow, PresenceKit decreases its commission percentage.</p> <h3>Who is in your team?</h3> <p>The PresenceKit team is a diverse mix of individuals from the east and west. Founded by Andreas Hassellöf in 2015, we’ve since grown to a team of 10 with members from five different countries and very diverse professional backgrounds.</p> <p>Our teams brings together experiences from large retail corporations, startups, mobile agencies, finance companies and more.</p> <p>Andreas himself is a technical entrepreneur with a passion for business. He has been coding since he was 10 and a technology-focused entrepreneur since 17 when he started his first company. </p> <p>His expertise includes <a href="https://econsultancy.com/reports/user-experience-and-interaction-design-for-mobile-and-web/">user experience</a>, online marketing, computer security, and financial systems.</p> <p><img src="https://assets.econsultancy.com/images/0008/2026/Andreas_-_PresenceKit.png" alt="andreas - presencekit" width="250"></p> <h3>Where would you like to be in one, three and five years' time?</h3> <p>In one year PresenceKit will have a presence in South-East Asia, the US and several European countries. We’ll have 70 employees spread across our four offices - Stockholm (HQ), US, Hong Kong, and the Philippines.</p> <p>PresenceKit will be well known within the retail industry, and we’ll be a growing thought leader in that sector. We will be signing 40 new clients a month. </p> <p>By 2019, we expect to be well established in South-East Asia, the US and Europe. Our team will have grown to 450 employees spread across our four offices.</p> <p>PresenceKit will be a clear thought leader in ecommerce around mobile markets, and will be widely represented in different areas of the retail industry.</p> <p>By 2021, PresenceKit will have expanded to African and South American markets as well. We will truly be a global platform for tackling m-commerce through technology to optimize sales on all fronts.</p> <p>PresenceKit will be at 800 employees now spread across offices in Africa and South America as well. Our brand will be heavily associated with trend-spotting and thought leadership across the world wide ecommerce industry.</p> <h3>Other than your own, what are your favourite websites/apps/tools?</h3> <p>Google Analytics, our guide to making both sales and development decisions.</p> <p>Microsoft Azure Mobile Engagements, you can’t use this brilliant tool without an app, and you can’t have an app without it.</p> <p>Google Firebase, more analytics and back-end for apps.</p> tag:econsultancy.com,2008:BlogPost/68587 2016-12-01T14:56:00+00:00 2016-12-01T14:56:00+00:00 Black Friday & Cyber Monday 2016 ecommerce stats bonanza Nikki Gilliland <h3>Black Friday 2016 breaks US online sales records</h3> <p>Adobe has revealed that this year’s Black Friday shopping frenzy broke online sales records in the US, with $3.34bn being spent online and a 17.7% increase on sales last year.</p> <p>It also found that retailers who invested in mobile, email and social saw 30% more sales on average than those concentrating on just one or two channels.</p> <h3>Black Friday traffic up 220% on a normal day</h3> <p>Confirming the success of this year’s event is Qubit, which has analysed more than 50m visits from 120 UK and US retailers to discover how consumers reacted.</p> <p>The results show a huge increase in both traffic and revenue.</p> <p>When comparing Black Friday to a normal Friday, it found traffic was up 220%. Similarly, traffic increased 155% on Cyber Monday when compared to a normal sales day.</p> <p>The same goes for revenue, which was up 240% and 380% on the Friday and Monday respectively.</p> <h3>Lego is the top-selling toy</h3> <p>Adobe’s results from Black Friday show that Lego is still a hot favourite this festive season, with Lego Creator Sets coming out as the top-selling toy.</p> <p>This was closely followed by Razor electric scooters, Nerf guns, DJI Phantom Drones and Barbie Dreamhouse. </p> <p>With items under $300 being 20% more likely to sell out, this gives us a good indication of the toys parents need to snap up if they still want to get them in time for Christmas.</p> <p>The five bestselling electronics from Black Friday were Apple iPads, Samsung 4k TV’s, Apple’s MacBook Air, LG Televisions and Microsoft Xbox.</p> <p><img src="https://assets.econsultancy.com/images/0008/1970/Lego.JPG" alt="" width="536" height="345"></p> <h3>Travel companies see greater interest than in 2015</h3> <p>Data from Sojern shows that consumers spent more on travel this year than last, specifically taking advantage of Cyber Monday.</p> <p>On the Monday, there were 32% more searches for flights from the US compared to the week before. </p> <p>Similarly, while 2015 saw an increase in bookings of 9%, this Cyber Monday resulted in a jump of 21%.</p> <p>Out of the most searched for destinations, Italy, Japan and Colombia were in the top 10, while Canada, Haiti and US Virgin Islands were among the most-booked.</p> <h3>Consumers embrace mobile shopping</h3> <p>According to PayPal, Black Friday demonstrated the enormous growth of mobile shopping and its popularity with consumers.</p> <p>On Black Friday, one third of all PayPal payments were made on mobile devices, as PayPal handled $15,507 in payments per second.</p> <p>Cyber Monday resulted in similar activity, with PayPal seeing over 50% year-on-year growth in global mobile payments.</p> <p>Based on the data, it is also expecting more than 40% year-on-year growth in total payments.</p> <p><img src="https://assets.econsultancy.com/images/0008/1972/mobile_shopping.jpg" alt="" width="700" height="370"></p> <h3>Brits more confident in shopping on mobile</h3> <p>While results show that mobile overtook desktop as the most preferred shopping channel overall, data from ChannelAdvisor suggests that Brits are more at ease than US shoppers when it comes to following through on mobile purchases.</p> <p>Throughout the five-day sales period, 75% of shopping searches in the US took place on mobile devices, however, mobile accounted for less than one in two purchases.</p> <p>Meanwhile, despite the percentage of UK shopping searches on mobile platforms being slightly lower, more than three in five sales conversions took place on mobile.</p> <h3>1.2m app installs on Black Friday</h3> <p>Continuing the mobile trend, it seems there was a significant increase in retailers targeting consumers via mobile apps this year.</p> <p>According to Urban Airship, retailers sent 56% more holiday notifications in 2016 than in 2015.</p> <p><img src="https://assets.econsultancy.com/images/0008/1966/App_notifications.png" alt="" width="624" height="469"></p> <p>The big difference this year was retailers embracing targeting, with 88% of notifications being highly targeted to shopper’s locations, preferences and behaviours. Only 12% of messages were broadcast to everyone.</p> <p>The data also shows daily app installs averaged more than 696,000 per day in November, up 24% from the average daily rate in October. </p> <p>On Black Friday itself, there was a peak of more than 1.2m app installs.</p> <h3>Gilmore Girls generates more excitement than Black Friday on social</h3> <p>The latest data from Spredfast shows that there was a huge increase in noise around Black Friday this year, with the event racking up 2.4m mentions on social media - over 1m more than in 2015.</p> <p>However, insight suggests this could be due to more interactions on social overall, rather than direct interest in the shopping event.</p> <p>Despite Black Friday trending in many of these countries last year, the hotly anticipated return of Gilmore Girls, and the hashtag #GilmoreGirlsRevival, came out on top in France, Italy, New Zealand, Ireland and Germany.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When everyone is hyped for black friday but you've been waiting 9 yrs for this day and it's because the <a href="https://twitter.com/GilmoreGirls">@GilmoreGirls</a> revival is today!!</p> — frayadawe (@frayadawe44) <a href="https://twitter.com/frayadawe44/status/802047855955505152">November 25, 2016</a> </blockquote> <h3>Rise in footfall to UK high streets</h3> <p>Springboard has analysed where UK consumers did their shopping on Black Friday, measuring both online sales and footfall in high streets and retail parks.</p> <p>It found that, while online transactions rose on Saturday by 1.9%, they had dipped by 5.5% on Sunday compared to last year. Footfall also dipped by 0.6%.</p> <p>In terms of the entire weekend, online transactions rose by just 2.3%. </p> <p>Footfall declined by 0.5%, however the 1.4% uplift in footfall to high streets apparently demonstrates the increasing importance of leisure-based trips to retail destinations.</p> <p><img src="https://assets.econsultancy.com/images/0008/1967/Footfall.JPG" alt="" width="780" height="176"></p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68432-black-friday-2016-how-are-uk-retailers-optimising-search-landing-pages/"><em>Black Friday 2016: How are UK retailers optimising search landing pages?</em></a></li> <li><a href="https://econsultancy.com/blog/68573-seven-examples-of-black-friday-email-marketing-from-retailers/"><em>Seven examples of Black Friday email marketing from retailers</em></a></li> <li><a href="https://econsultancy.com/blog/68577-the-whisky-exchange-increased-prices-on-black-friday-did-it-work/"><em>The Whisky Exchange increased prices on Black Friday: Did it work?</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68568 2016-11-29T11:42:12+00:00 2016-11-29T11:42:12+00:00 Three reasons behind Dominos’ digital sales boost Nikki Gilliland <p>So, what’s behind the boost?</p> <p>Here’s a few reasons why Domino's is still taking a fairly hefty slice of the takeaway market, even in the face of competition with <a href="https://econsultancy.com/blog/68206-ubereats-vs-deliveroo-a-comparison-of-the-app-user-experience/" target="_blank">Deliveroo and UberEats</a>.</p> <h3>Embracing innovation</h3> <p>You might have seen Domino’s partaking in a number of unusual stunts this year. </p> <p>Despite occurring in other countries, many have resulted in UK media coverage due to their innovative and experimental use of new technology.</p> <p>The latest stunt involved a New Zealand couple getting their Domino’s pizza specially delivered by a drone - a result of the brand’s partnership with drone company, Flirtey.</p> <p><img src="https://assets.econsultancy.com/images/0008/1812/Domino_s_Drone.JPG" alt="" width="780" height="471"></p> <p>Described by Domino's Group CEO and Managing Director, Don Meij, as a way to "avoid traffic congestion and safely reduce delivery time and distance" – it offered an exciting glimpse into the possibilities this type of tech could present in future. </p> <p>In a similar event in Australia, Domino’s trialled an autonomous robot designed to deliver pizzas at street-level without the need for human navigation. </p> <p>While it seemed even more gimmicky than the aforementioned drone example, it still demonstrated Domino’s intent to push the boundaries of fast-food delivery.</p> <h3>Utilising social</h3> <p>As well as large-scale technology, Domino’s has been ramping up efforts to make ordering as easy as possible through everyday social platforms.</p> <p>It created its very own <a href="https://econsultancy.com/blog/68184-domino-s-introduces-dom-the-pizza-bot-for-facebook-messenger/">social media chatbot, Dom the pizza bot</a>, allowing users to order via Facebook Messenger with a single word or emoji.</p> <p>This is not the only example of Domino’s capitalising on its large social following. </p> <p>It’s also been making use of <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/" target="_blank">Facebook Live</a>, recently offering users the chance to win a year’s supply of pizza in a special art-themed online auction.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FDominosPizza%2Fposts%2F10157732659530453%3A0&amp;width=500" width="500" height="646"></iframe></p> <p>Part of its campaign for the new Italiano range, it also allowed the brand to align online and offline marketing by transforming its stores into 'Pizz-Art Galleries'. </p> <p>Both of these examples show how Domino’s is keen to capture interest and excitement in the online spaces that its audience use the most.</p> <p>While it might not have generated many actual sales through Dom, the awareness it (or should I say he?) created was certainly valuable.</p> <h3>Improving mobile </h3> <p>Mobile is big business for the takeaway food market. <a href="https://www.comscore.com/Insights/Data-Mine/How-Food-Delivery-Services-Have-Kept-Customers-Reaching-For-The-Phone" target="_blank">Comscore reported</a> that 11m Brits visited one of the top three food delivery sites via a mobile device or PC during March of this year. </p> <p>What’s more, out of Domino’s 3m monthly users, around 70% are said to be mobile-only.</p> <p>Luckily for these customers, the brand made its website fully responsive in 2015 – a move that helped to <a href="http://internetretailing.net/2016/07/amazon-dash-dominos-pizza-online-changing-takeaway-food-delivery/" target="_blank">increase mobile conversions by an impressive 62%</a>. </p> <p><img src="https://assets.econsultancy.com/images/0008/1813/Dominos_mobile.JPG" alt="" width="200"> <img src="https://assets.econsultancy.com/images/0008/1814/Dominos_mobile_2.JPG" alt="" width="200"></p> <p>As well as this, it has introduced even more features to its popular mobile app, such as a one-touch ordering button for extra ease.</p> <p>Domino's also allows users to order via their Apple Watch or Amazon Echo device, taking an overarching ‘convenience-first’ approach rather than just a mobile one.</p> <h3>In conclusion...</h3> <p>Despite the popularity of Deliveroo and Just Eat, Domino’s Pizza has retained its appeal to fast-food lovers.</p> <p>Combining an increasingly innovative approach to delivery with a confident social media strategy it remains in a strong position, with the online sales to prove it.</p> tag:econsultancy.com,2008:BlogPost/68567 2016-11-28T14:24:49+00:00 2016-11-28T14:24:49+00:00 Five things to appreciate about Missguided’s first ever physical store Nikki Gilliland <p>On the back of its brash tone of voice and innovate social strategy, the ecommerce retailer has seen rapid growth over the past few years.</p> <p>Now, it has launched its first ever standalone physical store in London’s Westfield Stratford. </p> <p>But, is it any good?</p> <p>I recently paid it a visit to find out more – here are five things to appreciate.</p> <h3>High concept, high impact</h3> <p>Walking into Missguided is a bit of an overload on the senses, but in a good way. </p> <p>Created by agency Dalziel and Pow, it is designed to mimic a television studio, with the ‘On-Air’ concept reflecting the experience of shopping 'live' as opposed to online.</p> <p>If you’re familiar with the brand’s online branding, you’ll recognise many of the same hallmarks in-store.</p> <p>There are slogans everywhere, and even its mannequins are typically ‘Missguided’, striking poses and taking selfies around a giant pink monster truck that dominates the bottom floor entrance.</p> <p><img src="https://assets.econsultancy.com/images/0008/1800/Missguided_store_7.jpg" alt="" width="780" height="585"></p> <p>Together with the store’s screen-heavy design and dramatic lighting – it certainly makes for a striking atmosphere.</p> <p>It's pretty unlike any other fashion store in Westfield, which is bound to attract Missguided’s target teen-to-20s female audience.</p> <p>You can probably expect to see many dads and boyfriends waiting patiently outside.</p> <p><img src="https://assets.econsultancy.com/images/0008/1801/Missguided_store_8.jpg" alt="" width="600" height="799"></p> <h3>Encourages social sharing IRL</h3> <p>From its <a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review">Tinder-inspired app</a> to its Instagram feed, everything Missguided does online is inspired by a social-media-obsessed generation.</p> <p>The physical store is an extension of this, clearly designed to be ‘Instagrammable’ in its own right. </p> <p>With signs prompting customers to download the app and follow the brand on Snapchat, it cleverly fuses the online and offline experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/1802/Missguided_store_3.jpg" alt="" width="600" height="720"></p> <p>In terms of design, there are cool features everywhere. Even the stairs are mirrored so that customers can see themselves (and take photos) while walking up.</p> <p>But more than just encouraging sharing on social, it also champions social interaction in-store – in the literal sense that is. </p> <p>Instead of hiding its fitting rooms in the back, this area is front and centre, complete with a pool party-themed lounge space so that people can hang out while trying on clothes. </p> <h3>Reinforces brand tone of voice</h3> <p>Missguided is quite clever in how it speaks to its target audience, using slang and pop culture references to create a tongue-in-cheek <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand" target="_blank">brand voice</a>.</p> <p>With slogan lightboxes dotted about everywhere, this is another aspect that stands out in-store.</p> <p>It is used to great effect, with slogans like ‘mermaid party this way’ replacing the expected ‘more clothing upstairs’.</p> <p><img src="https://assets.econsultancy.com/images/0008/1803/Missguided_store_2.jpg" alt="" width="600" height="767"></p> <p>There is the odd eyebrow-raising example, such as the ‘send me nudes please’ sign by the lingerie and the ‘asspirational’ hashtag.</p> <p>Perhaps these would be less jarring to read online, but it does feel a little different to physically see these types of slogans in massive neon letters. </p> <p><img src="https://assets.econsultancy.com/images/0008/1804/Missguided_store_9.jpg" alt="" width="662" height="422"></p> <p>That being said, it certainly contributes to the brand’s playful and recognisable tone of voice.</p> <p>And luckily, the tone does err on the side of empowerment rather than coming off as merely outrageous.</p> <p>What’s more, by pushing the boundaries in this way, the retailer successfully sets itself apart from the comparatively bland-sounding Topshop and River Island.</p> <h3>Creates immersive shopping experience</h3> <p>While Missguided has met the demand for a <a href="https://econsultancy.com/blog/68387-how-missguided-uses-personalisation-to-create-an-addictive-shopping-experience" target="_blank">certain type of digital experience</a>, its new store reflects the increasing desire for immersive shopping.</p> <p>As well as enabling customers to try before they buy, it also turns the act of shopping into more of an event.</p> <p>This effect is mainly created in the way everything is set out, with sections separated into distinct and divided ‘sets’. </p> <p><img src="https://assets.econsultancy.com/images/0008/1805/Missguided_store_1.jpg" alt="" width="600" height="706"></p> <p>Similar to the maze-like layout of Ikea and high street store Tiger, this means customers are required to navigate it in a certain way, ultimately creating a much more immersive and explorative experience. </p> <p>Instead of just popping in for a quick browse, customers are likely to stay and discover new sections as they move around.</p> <h3>Offers exclusive perks</h3> <p>There are a few extra surprises to be found in-store.</p> <p>One of the most unique features is an own-brand vending machine that sells ‘unicorn dreams’ in place of bog-standard Coke or Fanta.</p> <p>I later found out that it's actually bottled water... which now seems rather disappointing.</p> <p>But while undeniably gimmicky, it is still a great example of how Missguided generates excitement on the back of its own branding. </p> <p><img src="https://assets.econsultancy.com/images/0008/1806/Missguided_store_11.jpg" alt="" width="600" height="798"></p> <p>What other retailer has its own 'spirit animal'? More to the point, how many times have you seen customers queuing up to buy water in a fashion store? It's undeniably quirky.</p> <p>Lastly, the store includes some additional features that are impossible to get online.</p> <p>From exclusive collaborations with upcoming brands to an in-store pop-up by Wah Nails - it builds on the sense that shopping in-store is more special than online.</p> <h3>In conclusion…</h3> <p>I was quite impressed with Missguided's debut retail outlet. </p> <p>While I wouldn’t usually shop from the brand online, the fun and quirky nature of its physical store would tempt me to take a look in person. Regular customers are likely to jump at the chance.</p> <p>By combining an innovative design with clever branding, Missguided has created something quite memorable.</p> <p>While it’s not quite ‘destination shopping’, it’s certainly given its young demographic another incentive to visit Westfield.</p> <p><img src="https://assets.econsultancy.com/images/0008/1807/Missguided_store_12.jpg" alt="" width="600" height="765"></p> tag:econsultancy.com,2008:BlogPost/68542 2016-11-18T14:41:49+00:00 2016-11-18T14:41:49+00:00 10 of the best digital marketing stats we've seen this week Nikki Gilliland <p>Now, let's get on with the show.</p> <h3>Consumers prefer offline channels for communicating with banks</h3> <p>While an omni-channel presence is becoming increasingly expected, a new study by Invoca has found that consumers much prefer offline channels when it comes to dealing with banks.</p> <p>In a survey of more than 1,200 people, 75% said it’s important or extremely important to be able to switch between channels when interacting with their bank.</p> <p>Likewise, 75% of respondents also said in-person or phone interactions were the most effective ways to build a relationship, with just 22% choosing an online channel like email or social.</p> <p>With 80% saying that knowledge of an account history had a positive influence on their decision, the importance of good customer service is evident.</p> <p><img src="https://assets.econsultancy.com/images/0008/1616/Banking_offline.JPG" alt="" width="650" height="559"></p> <h3>October online sales grow at the highest rate since Black Friday 2014</h3> <p>The latest figures from the IMRG Capgemini eRetail Sales Index has revealed that online sales grew +18.9% YoY this October – the highest rate since November 2014.</p> <p>However, the Index also reported its lowest conversion rate since February 2013, with just 4.1% of website visits resulting in sales. This could reflect the growing trend for browsing, with many consumers shopping around to determine the best deal or discover product reviews.</p> <p>In terms of the sectors that performed particularly well, home goods and accessories came out on top - up +23.9% and +37.7% YoY.</p> <h3>British consumers spend £21.7bn on impulse purchases per year</h3> <p>In a Display Mode survey of 2,512 UK-based consumers, over half confessed to making an impulse purchase each time they go shopping.</p> <p>In total, this amounts to an estimated £21.7bn being spent on impulse purchases every year.</p> <p>When asked if the impulse purchases were necessary, 62% said they were ‘wanted not needed’, 21% stated they thought ‘they might come in handy’ and 16% said they were always needed.</p> <p>The most persuasive factor for encouraging impulse purchases appears to be monetary offers, with 92% citing this reason.</p> <h3>52% of marketers see email personalisation as a top priority</h3> <p>Return Path has released a new report highlighting what makes a successful email marketing program.</p> <p>In a survey of industry professionals, more than half ranked personalisation as their top priority for improving success. </p> <p>Similarly, improving customer retention and increasing customer engagement were also ranked highly, being cited by 47% and 44% of respondents respectively.</p> <p>In terms of barriers to success, 46% said collecting quality customer data was the biggest, followed by 44% who said increasing customer engagement.</p> <p><img src="https://assets.econsultancy.com/images/0008/1621/email.jpg" alt="" width="650" height="433"></p> <h3>Predicted growth for digital agencies in the UK reaches an all-time low</h3> <p>The latest research from Econsultancy has found that predicted year-on-year growth for digital agencies has hit the skids.</p> <p>On average, the proportion of agencies predicting their business will grow in 2017 has halved in two years, going from 25% in 2014 to just 11%.</p> <p>For lots more on this, you can download the <a href="https://www.econsultancy.com/reports/digital-agency-rate-card-survey-2016/" target="_blank">Digital Agency Rate Card Survey</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/1614/Econ_research.JPG" alt="" width="618" height="608"></p> <h3>27% of UK consumers plan to buy online this Black Friday</h3> <p>It’s typically an American event, but this year’s Black Friday is set to become truly global, as UK consumers embrace the opportunity to bag a bargain online.</p> <p>A survey from One Hour Translation has found that 27% of UK consumers plan to make a purchase on Black Friday, compared to 10% who plan to buy on Cyber Monday. </p> <p>While we’re keen in the UK, other countries are less so, with France coming out as the least interested. </p> <p>The survey showed keen interest from 18% of French respondents between the ages of 25 and 44, however there was no interest whatsoever among those aged 45 and over.</p> <h3>Time spent in video and media apps grows by over 210% in two years</h3> <p>Research just released by App Annie shows that app-based video content on smartphones is on the rise.</p> <p>In fact, the global time spent in the Media &amp; Video category has grown by over 210% in the past two years, surpassing the speed at which apps in general are growing.</p> <p>In the UK, mobile data usage for streaming increased by 80% between 2014 and 2015.</p> <p>Likewise, both France and Germany saw a significant increase in mobile data usage for streaming over the past year.</p> <p><img src="https://assets.econsultancy.com/images/0008/1615/Video_streaming.JPG" alt="" width="720" height="558"></p> <h3>Singles Day results in 44,500 purchases per minute </h3> <p>Figures from Worldpay show it was a record-breaking year for China Singles Day, with Chinese consumers spending more than ever before.</p> <p>The day, which originally began as an ‘anti-Valentine's day’ celebration for single people, saw frenzied shopping activity - peaking at 44,505 payments per minute.</p> <p>The figures also reflect an increase in awareness of the day worldwide, with 38.9% more online transactions being processed globally compared to last year.</p> <p>More specifically, there was an 18.5% uplift in the volume of transactions in the UK.</p> <h3>74% of consumers say social video influences purchasing decisions</h3> <p>A new study by Brightcove has identified the effect social media video content has on consumer engagement and behaviour.</p> <p>The results show a distinctly positive correlation, with 74% of consumers saying there is a connection between watching a video on social media and their buying decisions.</p> <p>46% of consumers said they have actually made a purchase after watching a branded video on social media, and a further 32% have considered doing so.</p> <p>Videos also appear to be effective for increasing positive sentiment - 79% agreed that it is the easiest way to get to know a brand online.</p> <h3>50% of retailers could fail to notice out-of-stock items this Christmas</h3> <p>According to research from Tyco Retail Solutions, half of retailers do not have a single view of their stock levels, meaning that many are in danger of losing valuable holiday sales. </p> <p>It has been predicted that sales could fall by over 8% this year due to dwindling stock.</p> <p>In order to satisfy customer demand, seven out of 10 retailers are actively looking to improve their same or next-day fulfilment capabilities, despite the fact that only 40% appear to be investing in inventory management technology.</p> tag:econsultancy.com,2008:BlogPost/68511 2016-11-10T13:51:42+00:00 2016-11-10T13:51:42+00:00 How Tinder is encouraging millennials to make more meaningful connections Nikki Gilliland <p>According to Sean - putting the unfortunate outcome aside for a second - the US election has brought the debate over what is or isn’t appropriate language and behaviour very much into the spotlight.</p> <p>For a company like Tinder, it is a hugely important issue. And as Sean emphatically stated, locker room talk is simply unacceptable - both in real life and on social media.</p> <p>Interestingly, this is just one example of the dating app's position of social reponsibility.</p> <p>Here’s a bit more on how it is urging users to swipe in more meaningful ways.</p> <h3>Encouraging users to engage politically </h3> <p>This year, Tinder introduced ‘Swipe to Vote’ – a feature allowing users to swipe on important political issues like immigration and climate change. </p> <p>Essentially, it allows people to find out if their opinions are truly aligned with a potential match - as well as provide Tinder with some very juicy data about its user-base.</p> <p>From hearing Sean speak, it is clear that he feels a huge personal responsibility to get Tinder’s millennials talking about more than just their favourite movies. </p> <p>As this election was the first time that all millennials were old enough to have their say, ‘Swipe to Vote’ aimed to bring the conversation into a new digital space.</p> <p>Rolling out the feature to 15 countries, one of which included the UK during the EU referendum, it demonstrates a clear intent to both educate and engage with its young audience.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Some days there are more important things than swiping. <a href="https://twitter.com/hashtag/Vote?src=hash">#Vote</a> <a href="https://t.co/dw6ZTEYEXV">pic.twitter.com/dw6ZTEYEXV</a></p> — Tinder (@Tinder) <a href="https://twitter.com/Tinder/status/796038892721844224">November 8, 2016</a> </blockquote> <h3>Disrupting pre-conceptions</h3> <p>During the discussion on stage, questions were raised about whether or not Tinder is responsible for creating a modern ‘hook-up’ culture or simply tapping into it.</p> <p>Sean suggests that this is one of the many pre-conceived ideas people have about dating apps, and apparently, it is not based on any real evidence.</p> <p>On the contrary, research shows that 80% of Tinder users are actually looking for something long-term from the app.</p> <p>Likewise, a recent study has shown that millennials are having less sex than any generation before.</p> <p>So, if the perception of the brand is in fact very different from the reality, how can it help its users find exactly what it is they’re looking for?</p> <p>Apparently, there is no real science to creating a perfect profile or meeting your ideal match.</p> <p>With Sean highlighting fairly obvious factors like being yourself and including as much detail in your bio as possible – it appears making the connection is actually the easiest step.</p> <h3>Completing the narrative</h3> <p>This leads us on to Tinder Social – the company’s latest initiative to help users get out of just using the app and start engaging in the real world.</p> <p>The feaure tells users when groups of friends nearby are going out, encouraging real life connections as opposed to just that initial match.</p> <p>For Sean, this is the next important step in Tinder actually helping to contribute something truly positive for its user-base.</p> <p>By eliminating the fear and anxiety of being rejected, Tinder has already changed the way people make connections. Now, it wants to complete the narrative, empowering users with social confidence and encouraging them to make plans for a date and interact on a more meaningful level.</p> <p>Unlike basic profile matching, this is where the majority of significant and long-lasting relationships can begin.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Everyone’s always free to hang on <a href="https://twitter.com/hashtag/TacoTuesday?src=hash">#TacoTuesday</a>. <a href="https://twitter.com/hashtag/TinderSocial?src=hash">#TinderSocial</a> <a href="https://t.co/KSgnIqkewN">pic.twitter.com/KSgnIqkewN</a></p> — Tinder (@Tinder) <a href="https://twitter.com/Tinder/status/790967383447838720">October 25, 2016</a> </blockquote> <h3>User-centric approach</h3> <p>Finally, Sean was asked whether or not (at the grand age of just 30) he now feels under pressure to create the next big idea.</p> <p>However, despite being in 196 countries and with tens of millions of users, he suggests the pressure is just the same as it was in the beginning. </p> <p>In other words, how the company can carry on improving and keep giving customers a meaningful experience, regardless of scale.</p> tag:econsultancy.com,2008:BlogPost/68508 2016-11-10T10:07:50+00:00 2016-11-10T10:07:50+00:00 The four goals underpinning Deliveroo’s growth strategy Nikki Gilliland <p>So, in the midst of all this expansion, what are the future hopes for the business?</p> <p>I recently heard William Shu, the CEO of Deliveroo, speak at Web Summit on this topic.</p> <p>Here are four key takeaways from what he said, outlining the company’s main goals.</p> <h3>Becoming more affordable</h3> <p>Deliveroo’s business model has previously been criticised, with riders recently striking due to <a href="https://www.theguardian.com/business/2016/aug/15/deliveroo-workers-strike-again-over-new-pay-structure" target="_blank">changes in pay structure</a>. </p> <p>While William was quick to dismiss any unfairness, suggesting that the company strives to create a fair deal for all parties, he did admit that the price of a Deliveroo order from a consumer perspective could benefit from being lowered.</p> <p>With the likes of Domino's Pizza and JustEat costing around £20 and £18 per order respectively, Deliveroo is on average £23-£25 in the UK. </p> <p>Consequently, the company is unable to follow through on the idea that it acts as an affordable and accessible replacement for home cooking.</p> <p><img src="https://assets.econsultancy.com/images/0008/1348/deliveroo.jpg" alt="" width="470" height="280"></p> <p>This is where the new ‘Roobox’ model comes in.</p> <p>An off-site kitchen initiative, Roobox essentially allows restaurants to partner with Deliveroo or expand into new areas with less cost and lower risk.</p> <p>Without the need for a highly visible location (in a busy high street or town centre), this takes away the need for rent and utilities.</p> <p>Currently being trialled in London, William promises that if successful, lower prices for consumers would also follow.</p> <h3>Reaching those outside of urban areas</h3> <p>As well as lowering its price point, Deliveroo is also intent on quashing the notion that it is a somewhat elitist and urban-centric brand. </p> <p>Of course, this notion is almost impossible to argue with - Deliveroo <em>is</em> technology-driven and targeted to the middle classes.</p> <p>However, again William cited Roobox as the first step in building a more accessible brand for all consumers. </p> <p>By bringing its services to areas that have a larger residential population but a lower amount of restaurants available, it hopes to open up the brand to a wider audience. </p> <h3>Protecting the rights (and wishes) of riders</h3> <p>With restaurants, consumers and riders to consider, keeping everyone happy was always going to be a tough call.</p> <p>With recent strikes regarding pay, it appears the riders might have ended up with the worst end of the deal.</p> <p>However, when faced with questions about the viable nature of a career in the on-demand economy, William was emphatic about the positive response from most of Deliveroo’s workforce.</p> <p>Undertaking regular polls to gauge employee satisfaction, he cited three factors that are most important to Deliveroo riders above anything else.</p> <p>First, it is the ability to work whenever they want, with flexible hours allowing them to take on the job alongside other careers.</p> <p>Second, and rather surprisingly, is physical fitness.</p> <p>With 80% of Deliveroo riders in London using bicycles, William suggested that active work is a bigger incentive than you might assume.</p> <p>Lastly, there is the pay. And sure, the recent wage-related argument is hard to ignore.</p> <p>However, Deliveroo is firm in its stance that the new structure actually goes in the worker’s favour, extending their flexibility and giving them the potential to earn more money during peak hours.</p> <p>Whether or not this is true remains to be seen.</p> <p>Moreover, looking even further into the future, what about the idea that all riders will eventually be replaced by automated delivery anyway?</p> <p>While William was reluctant to say if this idea was even on Deliveroo's radar, his answer was at least slightly heartening for the aforementioned riders themselves. </p> <p>Explaining that the growth of new technology will lead to fewer jobs for society as a whole, not just Deliveroo, he suggested that – as a company with technology at its core - it is its responsibility to look at what can be done to protect workers.</p> <h3>Investing in international expansion</h3> <p>Lastly, with such rapid growth in London and other big cities, Deliveroo looks set to build on this by rolling out international expansion.</p> <p>So, what’s been behind the company’s intense growth?</p> <p>William cites the drive and self-motivation of his team, whereby an autonomous and creative working culture has helped to steer the direction of the company.</p> <p>In terms of advice for others, he also emphasises the importance of having an almost irrational passion for a project – not just the desire to be the CEO of a company.</p> <p>Hearing him speak, it is evident that William’s passion is the driving force behind Deliveroo's success.</p> <p>Built from a desire to improve the lacklustre food delivery service in London – let’s hope the potential to scale up doesn’t mean a diversion from this simple vision.</p> <p><em>Deliveroo featured in Econsultancy’s list of the Top 100 Disruptive Brands 2016. <a href="https://econsultancy.com/reports/top-100-disruptive-brands-2016/">Download the full report to find out more</a>.</em></p> tag:econsultancy.com,2008:BlogPost/68488 2016-11-08T11:06:09+00:00 2016-11-08T11:06:09+00:00 Could Musical.ly be the next big social video platform? Nikki Gilliland <p>Far from it in fact - demonstrated by the rise in popularity of the music video platform, Musical.ly.</p> <p>With over 10m daily active users and a reported 70m registered, it’s recently been touted as a contender to the aforementioned Vine. <a href="http://uk.businessinsider.com/what-is-musically-2016-5" target="_blank">Even suggested as the next MTV</a>.  </p> <p>So what is exactly is Musical.ly?</p> <p>Here’s everything you need to know.</p> <h3>What is it?</h3> <p>Starting life as an education app, Musical.ly re-launched in 2014 as a DIY music video platform. </p> <p>Essentially, it allows users (or ‘Musers’ as they’re known) to create their own mini music videos, either by singing themselves or lip-syncing along to a song or audio clip. </p> <p>The videos can also be edited, allowing creators to overlay sound effects and include additional visual features such as time lapses and speeds.</p> <p>Before you assume it is just a carbon copy of Dubsmash, the difference is that Musical.ly is also a social network. </p> <p>Musers can connect to others and share their content within the app, as well as get the chance to feature on the platform’s leader board – an algorithm that ranks videos based on likes and interactions from others. </p> <h3>Who is it for?</h3> <p>If you’re over the age of 16, you are not typical of Musical.ly’s target demographic. </p> <p>The idea for the app was originally borne out of founder Alex Zhu witnessing a group of teenagers listening to music while filming themselves on a train – and this trend is largely why it has become so popular among youngsters.</p> <p>For older generations, it might be hard to see the appeal, especially considering the level of adoration and stardom that some Musers have received. Simply from lip-syncing.</p> <p>Personalities like Jack Sartorius and Baby Ariel have amassed a large and loyal following. 15-year-old Ariel in particular now makes a career on the back of Musical.ly, extending her online presence to YouTube and <a href="https://econsultancy.com/blog/67257-15-reasons-your-brand-should-be-on-snapchat/" target="_blank">Snapchat</a>.</p> <p><iframe src="https://www.youtube.com/embed/cJ5dqZZQY_I?wmode=transparent" width="640" height="360"></iframe></p> <p>This is not unusual, of course - Justin Bieber became famous on YouTube and Shawn Mendes started on Vine. Taking away the musical element, we can also see the platform as having a similar <a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/" target="_blank">potential for social influencers</a> like Zoella and Marcus Butler.</p> <p>Alongside this, there is also the appearance of Live.ly – a spin-off live streaming app that launched this summer.</p> <p>Already amassing a larger audience than Periscope, it offers creators the extra incentive of earning revenue via its in-app purchasing feature. This means users can purchase virtual gifts in exchange for their name appearing on screen, or simply to show creators appreciation. </p> <p>Some of the most popular creators have reportedly earned $46,000 within the space of two weeks. </p> <p>An absurd notion, perhaps, however this demonstrates the extent of the audiences engagement.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">! Did you know you can make real money on <a href="https://twitter.com/livelyapp_">@livelyapp_</a> ?! Ka-Ching! <a href="https://twitter.com/NickAndrisin">@nickandrisin</a> shows you how you can convert gifts to REAL cash! <a href="https://t.co/6oR6wFM07a">pic.twitter.com/6oR6wFM07a</a></p> — musical.ly (@musicallyapp) <a href="https://twitter.com/musicallyapp/status/791764785549316096">October 27, 2016</a> </blockquote> <h3>Are brands using it?</h3> <p>Naturally, where there is influence, there will soon be brand involvement.</p> <p>Sponsored videos is one obvious avenue. However, so far, Coca-Cola appears to be the only brand to experiment with this on Musical.ly, teaming up with popular Musers to promote the #ShareACoke hashtag.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It's a great day to <a href="https://twitter.com/hashtag/ShareaCoke?src=hash">#ShareaCoke</a> and a Song with all of u! Tell me your perfect summer song, I'll like my favs. <a href="https://twitter.com/hashtag/ad?src=hash">#ad</a> <a href="https://t.co/zEAiepwYz0">pic.twitter.com/zEAiepwYz0</a></p> — Baby Ariel (@BabyAriel) <a href="https://twitter.com/BabyAriel/status/740982068838957056">June 9, 2016</a> </blockquote> <p>Alternatively, there appears to be greater promotional opportunity for the music industry.</p> <p>The company has licensing deals with major labels, so unlike YouTube, there is no issue with copyright violation. </p> <p>The likes of Jason Derulo, Selena Gomez and Ariana Grande have already appeared on the app, using hashtags and competitions to build excitement and increase awareness about new releases. </p> <p><img src="https://assets.econsultancy.com/images/0008/1164/Jason_Derulo.JPG" alt="" width="600" height="573"></p> <h3>Where will it go from here?</h3> <p>It might be easy to dismiss Musical.ly as another doomed social media platform or a teen fad, however, the platform is actually quite unique in its offering.</p> <p>Combining three distinct elements – music, video and social networking – together it offers an experience that makes users want to stay (and get their friends using it too).</p> <p>While its young user-base might fizzle out or turn their attention elsewhere, Musical.ly’s current and continuous popularity means that it offers an unrivalled opportunity to engage with them.</p> <p>Consequently, it surely won’t be long before it’s on the radar of many more youth-focused brands.</p> tag:econsultancy.com,2008:BlogPost/68497 2016-11-04T13:36:48+00:00 2016-11-04T13:36:48+00:00 Google has changed Play Store ads: The implications for app marketers Brett Patterson <p>The first big change is the addition of a second ad placement for non-branded searches in the Play Store (see below).</p> <p>Before the change, there was only one promoted ad at the top of the search and now two appear in the results. This gives advertisers more inventory in the Play Store and mirrors the number of placements advertisers have on Google.com.</p> <p>This is a slight blow to your non-brand <a href="https://econsultancy.com/blog/65980-app-store-optimisation-aso-for-google-play-and-apple-app-store/">App Store Optimization (ASO)</a> efforts as you lose another spot to those with the budget for ads.</p> <h4>Before:</h4> <p><img src="https://assets.econsultancy.com/images/0008/1215/before_1.png" alt="" width="800" height="426"></p> <h4>After:</h4> <p><img src="https://assets.econsultancy.com/images/0008/1216/before_2.png" alt="" width="800" height="426"></p> <p>The second and much bigger change Google made involves brand searches.</p> <p>Before we get to the implications, let’s check out the changes.</p> <h4>Before:</h4> <p><img src="https://assets.econsultancy.com/images/0008/1219/before_20.png" alt="" width="800" height="492"></p> <h4>After:</h4> <p><img src="https://assets.econsultancy.com/images/0008/1218/before_20.png" alt="" width="800" height="373"></p> <p>You can see the big change is in the ad position, the brand term goes up and the paid ad moves down to the second position.</p> <p>Competitors seem to be winning the promoted ads for brand searches, meaning Google appears to be pushing (and suppressing those who own the first ad position) more competitor based searches.</p> <p>My assumption is Google expects to make up lost revenue from advertisers not having to pay for their own brand terms with this higher quality competitor traffic. </p> <h3>So what should you do with these new changes?  </h3> <h4>1. Test competitor traffic again</h4> <p>This inventory might come cheaper since Google is suppressing developer’s brand terms, so it might make sense as an evergreen strategy.</p> <p>Be very careful with these terms as they can get pricy for lack of relevancy. </p> <h4>2. Conquest yourself</h4> <p>If you have another relevant app, leverage apps against each other to push competitors out. </p> <h4>3. Invest more in your best Android keywords</h4> <p>There is additional low funnel inventory in Google Play now.</p> <p>If you can spend more on keywords that are driving quality installs, you should see a better conversion rates.</p> <h4>4. Get ready</h4> <p>Did you see a drop in brand Android installs and quality from your SEM campaigns?</p> <p>You should get most of these installs for free from organic, but if you are buying search you are going to lose some quality from your channel from being pushed out of the auction.</p> <p>So what do you think of this move? </p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68190-apple-to-launch-ios-app-store-ads-an-interview-with-doubledown-s-brett-patterson/"><em>Apple to launch iOS App Store Ads: An interview with Doubledown's Brett Patterson</em></a></li> <li><a href="https://econsultancy.com/blog/67873-12-examples-of-persuasive-mobile-ux-from-ecommerce-app-wish/"><em>12 examples of persuasive mobile UX from ecommerce app Wish</em></a></li> </ul>