Keypoint-Technologies

mCommerce on the Rise in India but are Retailers reaching their Mobile Users?

With India’s e-commerce market set to hit $76 billion by 2021 from $13.6 billion in 2014 (according to e-Tailing India), big retailers are going online and launching apps to attract Indian mobile consumers.

This article by Sumit Goswami, CEO KeyPoint Technologies, originally appeared on @IAMAIForum Thinking Aloud

Mobile apps are empowering consumers purchase process and offering retailers and businesses to interact with their customer dynamically. But, with more than one billion apps lining up on Android and iOS platforms, users don’t recall or have easy access to new apps and services that are available on the mobile or the web. In an overcrowded app market, cutting through the noise, and winning user attention has never been more difficult. Contrary to what many would assume, app discovery doesn’t just happen in the app store, search and discovery on some websites or apps are how most people find the apps that might be most useful to them. Obviously there is a huge need for a better way for users to discover new apps and engage with existing ones.

Retailers and businesses must make extra effort to rethink the approach to app visibility and engagement. For example, approach and interact with users where they are engaged most: during user conversations on a messaging app. If users can find relevant recommendations that match their immediate intent, they are most likely to click on a deep link to view a local offer within the shopping app. Platforms and apps that support deep-linking can create a higher level of engagement and retailers must take full advantage of such platforms.

Messaging Apps are now the Most Loved Platforms

According to a report by Flurry, retention rates of messaging apps out-performed the average of all apps. Messaging app retention was found to be 1.9 times better than the average for one-month retention and 5.6 times better than the average for 12-month retention.

In the agile Indian mobile landscape, it’s great to see innovations moving beyond simple ecommerce apps to building stronger engagement models with their users. Flipkart’s new chat app Ping is a step in the right direction of reaching users where they are engaged the most, on messaging apps. There is an incredible power in reaching users at the point of intent or delighting them during their conversations on messaging apps. Brands can reach out and interact most effectively through the users’ preferred medium of conversations on mobile.

We agree with Snapdeal CEO Kunal Bahl’s statement, “Mobile is one of the key drivers fueling the growth of ecommerce. In line with this, our mobile-based open marketplace will allow businesses as well as individuals to harness the power of the Internet instantly through conversations.”

Most certainly, a good step forward as shopping becomes more fun and social experience. However, looking at the scenario globally, not many smartphone users have more than 5 retailer apps on their devices. Also, once downloaded the apps are not often used, which leads one to worry about app engagement (the frequency of use of the app once downloaded by the users).

A recent study by Forrester found that only 8 percent of the smartphone owners with at least one app used them daily, while 13 percent said they never used the retail app they downloaded.(Source: Digiday)
forrester-retail-apps

Are retailers and businesses exploring the possibilities of giving their users new experiences and engaging with them at the right time and with the right recommendations?

 

Finding an Optimal Solution to App Discoverability & App Engagement Challenge

App discoverability is a challenge for most brands and businesses and app engagement could be getting tougher by the day as hundreds of new apps launch on android and iOS every day. Then, what is the best solution? There are many apps flooding the play store, some no doubt are very engaging to users, but the optimal solution is to have a common platform that can make these app discoverability and app engagement easier.

The future is strong for mcommerce, but a plan to reach out to the mobile users through apps only needs a rethink. In the bigger picture we need a sustainable cross-app, cross-platform model that gives consumers a one stop access to information, products and services that they need in that single moment of intent.

 

The key is to reach users where they are engaged most and doing so in a non-intrusive way to respect user preferences.

On recent premium partnerships and awards for Xploree, Sumit Goswami, CEO KeyPoint Technologies added, “We are very excited to see industry recognition coming our way as Xploree Search and Discovery platform offers a cross-app, cross-platform solution enabling retailers and businesses to reach their mobile users at that single point of intent. And, for the consumers it is a win-win situation since they find relevant information in their exact moment of need, in a very non-intrusive and user-friendly way during conversations on their favorite messaging apps or social platforms. Apart from Xploree’s deep-linking ability that directs users to product listings or specific deals, we are leading the multi-lingual mobile search and discovery ecosystem. We are ramping up fast and will bring multiple languages to Xploree in the coming months.”

Follow us to know more @XploreeMoments | facebook.com/Xploree

DISCOVERY-PHONE

Beyond Texting: Messaging Apps are the Portals to Brand-Consumer Connect

Messaging apps daily use is almost 5 times higher than the average for all apps that a user accesses on a smartphone, according to a report by Flurry. People send 30 billion messages on WhatsApp alone, which is incredibly active with more than 500 million monthly active users!

Messaging apps are engagement portals to communicate, connect, inform or endorse. Moving beyond the medium of connection between friends to friends, individuals to groups or fans, users to information; these apps are turning to be valuable platforms for users to search, discover and interact with brands, businesses and much more.

Snapchat is moving fast on becoming a media platform, last year we saw new features like Snapchat Discover that delivers news stories and videos, building on a revenue model and at the same time richer content focus that is appealing to mobile consumers. In near future, Facebook’s Messenger app would be capable of sending content beyond text. LINE, one of the most popular apps in the Asian continent is broadening out into extra services where brands, media and online services can promote new information, offering new opportunities for businesses to communicate with their customers.

The list goes on. Long story short, messaging apps have moved much ahead from being traditional texting apps to being a growing and profitable platform for user engagement and brand consumer connect. Mary Meeker’s 2015 internet Trend report on messaging platform services says it all, from stickers, games, taxi services to user stories, there’s much more going on and in plans for almost all messaging platforms. Here’s a slide from the 2015 Internet Trend report:

Mary-Meeker-Messaging-Apps-Report


Unravelling the Power of Conversational Intent

Fueled by the explosive growth, brands, publishers and celebrities have the attention of the messaging apps and are willing to invest and delve deeper to engage with their audiences. However a different strategy is required to gain consumer acceptance and avoid annoyance. Non-intrusive consumer engagement on messaging apps can be successful only if brands and marketers can tailor their messages to be:

  1. Contextually relevant
  2. Respect consumer preferences, and
  3. Deliver in the exact moment of need

With new messaging apps popping up and gaining popularity every year, there’s also a compelling need to have cross-app solutions. Delivering with simplicity, in complete context and in the immediacy of the moment, Xploree Search and Discovery platform offers the best solution, since a keyboard app has the power to be cross-app and cross-platform. What’s more, Xploree has the unmatched power to engage users in the ‘mobile interlude’, the few moments where a user waits for another to respond during a conversation. For example, during a conversation between two friends there are those moments when they need to decide on a place to meet. Getting recommendations during the chat session and with added incentives like discounts, location information and more, the decision comes easy. No doubt that messaging apps are opening up new doors to such mobile interlude opportunities and discovery becomes more meaningful when it at sync with the conversational intent.

Xploree comes to the mobile messaging ecosystem at the right time with the right intent to engage and serve users during their conversations on messaging apps. The two most powerful success elements that makes Xploree stand out is: intelligent hyper-contextual relevance as users discover brand offers and information and the much needed non-intrusive, user-initiated access to information on mobile.

At the end of the day, it pays to be in-context and to be of assistance to the users in their mobile moments. It’s just a matter of time how and when brands and services tap into the power of conversational intent. We thank all our partners who have joined us in the journey to delight users with simplicity, hyper-context and reaching out to them in their exact moment of need, all the while giving the users complete control on how and when they access the offers and information.