Sales swing new customers but real wins are made with loyalty

Gains won during peak shopping season will turn to dust in 2024 unless app engagement is built all year round, argues Sue Azari, eCommerce Industry Lead at analytics firm AppsFlyer
The 2023 holiday season gave app marketers many reasons to be confident. Smartphone use reached a tipping point over desktop, driving 51.8% of online sales over Black Friday in the US, likely bolstered by the increased popularity of e-commerce over physical shopping last year. In fact, online retail sales increased by 6.3% year on year in the period between November and Christmas Eve, compared to in-store sales that were up a more modest 2.2% year on year, according to research from Mastercard SpendingPulse.
A stellar user experience is the key to loyalty
Research shows that returning customers spend up to 67% more than first timers, highlighting that once a retailer has been able to expand its user base, it’s key to keep those customers coming back.
Integral to this is the personalization potential of first-party data which is now taking centre stage, with third-party cookies finally meeting their demise in 2024. Using direct interactions with customers via the app and email (for example) to find out where they are shopping, their price sensitivities and why they’re buying enables you to make sure your content hits home. Vitally, the kind of direct conversation-style interaction often used when gleaning first-party data also builds engagement and trust.

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