[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
In-app purchases, <\/b>i.e. directly from a mobile application, has become a major trend among consumers. They are <\/span>74% say they use mobile applications<\/span><\/a><\/span> with the main intention of making a purchase. Mobile purchases also accounted for <\/span>44% of e-commerce revenues<\/span><\/span><\/a> by 2023.<\/span> <\/p>\n Creating your own mobile application is therefore an excellent way of differentiating yourself from your competitors and attracting an audience that buys mainly or even exclusively via a smartphone. But this new acquisition and loyalty channel means that you need to <\/span>adapt the shopping journey and offer a unique experience<\/b>, different from the web and retail<\/span>. <\/p>\n In this article, we present some practical advice and inspiring examples of how to<\/span> boost your in-app sales<\/b>.<\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n As the name suggests, in-app purchases are simply<\/span> transactions carried out via an e-commerce application<\/b> In the early days of mobile technology, the vast majority of these transactions were purchases of : <\/span><\/p>\n But with the ever-increasing use of mobile shopping (smartphones and tablets), brands have started to<\/span> develop their own shopping applications<\/b>. In-app purchasing offers many advantages for e-commerce companies.<\/span> <\/p>\n By encouraging consumers to download a dedicated application, they create<\/span> a <\/b>much closer relationship<\/span><\/b> with their audience<\/span><\/span><\/span><\/a>. L\u2019application leur permet en effet d’envoyer \u00e0 ses clients des SMS, des notifications push, etc. <\/span><\/p>\n But above all, it’s an excellent way of<\/span> creating a much more immersive bubble<\/b>. With a web browser, it’s much easier for customers to leave the shop, for example to compare the brand’s offer with that of competitors.<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Whether in retail, on the web or in mobile marketing, <\/span>gamification<\/span> offers brands a wide range of tools for<\/span> capturing the attention, engaging and retaining the loyalty of consumers<\/b>. Brands that want to boost in-app purchases can use the mechanics specific to the world of games at every stage of the customer journey.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n The first challenge for brands looking to boost their in-app sales is quite simply<\/span> to increase the number of downloads.<\/b> This can be achieved through a number of different strategies. App-Store Optimization (or ASO), for example, involves optimizing content so that the application is promoted on the dedicated shops (Play Store, App Store, etc.). <\/span><\/p>\n Brands can also <\/span>offer attractive benefits<\/b> to their prospects or customers to encourage them to buy in app. For example, downloading the app will entitle them to a discount voucher on their first purchase, a selection of exclusive products or lower delivery charges than on the e-commerce shop. <\/span><\/p>\n Marketing competitions<\/span><\/span><\/span><\/a> are also an excellent way of<\/span> raising awareness of your application<\/b> and encourage its audience to download it. A winning instant (such as a <\/span>Wheel of fortune<\/span><\/span><\/span><\/a> for example) can enable the brand to encourage its customers to make their first in-app purchase. The prize will take the form of a voucher that can only be used on the app. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/02\/Playable-app-exemple.webp” _builder_version=”4.24.3″ _module_preset=”default” alt=”in-app marketing game” title_text=”in-app marketing game” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Once the application has been downloaded, the next step is to encourage users to<\/span> make their first in-app order<\/b>. As we’ve seen, offering a discount after each new download, which can only be used on the first mobile purchase, is already a good conversion driver.<\/span> <\/p>\n But the brand can also target other relevant triggers to convince users when they are about to buy. These might include <\/span>the first product selected or a shopping basket abandonment<\/b> (the customer leaves the application without purchasing the items they have selected).<\/span> <\/p>\n For each of these pre-determined actions, the company<\/span> can automatically send an in-app message or SMS<\/b> that redirects to a marketing game encouraging the customer to validate their order in exchange for benefits (discount, access to the VIP club, etc.)<\/span><\/p>\n Playable marketing is also proving highly effective in<\/span> retaining new in-app buyers<\/b>. It allows a game to be shared directly in the application’s purchase path, without any redirection. This is a crucial factor in boosting brand sales. In fact, a study shows that mobile users make <\/span>37% more purchases<\/span><\/span><\/a> than other customers (e-commerce and retail).<\/span> <\/p>\n Competitions with a purchase obligation or reserved for loyalty programme members are a good way of<\/span> encouraging repeat orders<\/b>. By activating the reward circuit, gamification mechanisms make shoppers want to continue consuming in order to reap new and ever more attractive benefits.<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.24.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n We have just seen that playable marketing is an effective strategy for<\/span> increasing sales<\/span><\/span><\/span><\/a>. To achieve its commercial objectives, the brand can draw on the best practices of companies that have succeeded in <\/span>optimise their mobile marketing. <\/b><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n As with any sales channel<\/span>, personalisation<\/span> is now a key driver of conversion and loyalty for brands. They need to <\/span>adapt their purchasing path<\/b><\/a><\/span> from the behavioural and transactional data they have on their customers. With this information, they can make more targeted recommendations, present more relevant content, and so on. <\/span><\/p>\n Supermarket giant Lidl has understood this perfectly well, and has integrated it into its in-app purchase strategy. The Lidl Plus application enables the company to <\/span>centralise customer purchasing data. <\/b>Users can find their till receipts, making it easier to monitor their budget. The brand, for its part, is boosting its in-app purchases by offering discount coupons based on the consumption habits of each customer. <\/span><\/p>\n Lidl is going a step further by using this customer data to<\/span> personalise the gaming experience.<\/b> Based on in-store purchases, users can access tailored games and rewards. As a result, the application has over 5 million active users and records millions of games played every week. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/02\/Achat-in-app-exemple.webp” alt=”Example-purchase-in-app” title_text=”Example-purchase-in-app” align=”center” _builder_version=”4.24.1″ _module_preset=”default” width=”76%” custom_margin=”42px||76px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n As we saw a moment ago,<\/span> Playable marketing<\/span><\/span><\/span><\/a> is a good way of building customer loyalty, whatever the channel used. Within an application and with the aim of increasing its re-purchase rate, the brand can simply make its interactive experiences accessible only to customers who have <\/span>have already made an in-app purchase<\/b> or have accumulated a certain number of loyalty points.<\/span> <\/p>\n This is the strategy adopted by Coca Cola for its mobile application. <\/span>To be eligible for<\/b> attractive prizes<\/span><\/span><\/b><\/a> (such as tickets to a football match), mobile customers must have accumulated 100 loyalty points<\/span>. <\/p>\n\n
What is in-app purchasing (definition) <\/h2>\n
<\/blockquote>\n
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How in-app competitions can influence users’ purchasing behaviour<\/h2>\n
To boost app downloads and drive buyers to the app<\/strong><\/h3>\n
Building customer loyalty in app<\/strong><\/h3>\n
Tips and examples for boosting in-app purchases through gamification <\/strong><\/h2>\n
Using transactional data to personalise the in-app shopping experience<\/strong><\/h3>\n
Offer games with an obligation to buy or accessible based on a volume of points<\/strong><\/h3>\n