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)
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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.”

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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.

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User Experience is the Key to Brand Awareness and Recall

Every day we use products and services that seem as much a part of our lives as our friends or the air around us. It’s hard to imagine that, once, these products were unknown to us. The four different steps that are usually traced through a buyer’s journey are: Awareness, Interest, Intent and Action. Usually, if more attention is paid to building awareness and recall, the action or conversion comes easy.

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Awareness is the first step in discovery. We become aware of things that interest us through a wide variety of ways — seeing them in shops, hearing about them from friends and through the media, and (more often these days) social applications. Simplifying consumer experience by making discovery easier is the key to making an immediate connection with your customers.
Interest comes next. The user might have been made aware of new products and services but if they do not interest the user, there’s no point in going further. Here’s where contextual targeting comes in the picture. The more relevant information is shown to the users, the more the interest is in knowing further.
The consumers are ready to know more, discovery is easier with the small computer that we carry around in our pockets and purses every day. There’s a need to present information that is most relevant and personalized to user interests.
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Intent is a big player in all conversions. Intent drives the desire to acquire information, object or service. Where there is intent, there’s a decision making process involved. When a user searches for car repair services, the intent is clear. There is an incredible opportunity in providing content based on user intent, not only to the benefit of marketers but also for a meaningful user experience.

 

There’s a reason why interest supersedes intent. “I might not have had the intent to know or buy something, but since it has piqued my interest, my intent to know more has been influenced.”

Action usually follows when all the above conditions have been satisfied. “A point where I am aware of the information or service, it interests me, I have the intent to get that information or service, the final decision process is simplified. I will now look for the action ‘buttons’ to complete what I intent to do.” This is where mobile commerce has to be ready to let the user complete the intended action in as few steps as possible.
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Brand Awareness

Brand awareness or recognition is measured by how a user is able to recognize the brand logo or product being displayed in the marketing messages.

The more we see the more we know, the more we know the more we trust and the more we trust the more engaged we are. This is true with any information, brand or service that we come across in our daily lives. For marketers this visibility if of immense importance to improve consumers recognition of your brand.

Brand Recall

Brand recall is measured by how many times users were able to recall the brand name, product or service when prompted or during their encounter with similar or competing products.

Probability of recall increases with the number of times a user views or interacts with a brand image, it could be either a logo, a well-known product or simply appealing consistent messaging.

Recognition and recall both play an important part in influencing a user toward decision and ultimately affects consumers buying behaviour.

With the short attention span on mobile, it becomes more important for marketers to focus on increasing perceptual identification of a brand and do it often enough so that consumers can increase brand familiarity. Customer experience matters and the more we focus on delivering in context, immediacy and with simplicity the more we’ll see a growth in user engagement.

How Xploree Strengthens Brand Awareness and Recall

The important role of advertising is to enhance visibility and awareness of products and services.

However, when artificial intelligence solutions understand intent and map them to the right service, brand, and information – a whole new world of user driven brand connect opportunity emerges. This drives the industry away from Advertising as it exists today to a more searchable and discoverable brand and service experience for the user.

“Think about a world where Ad Technology is searchable, discoverable by user. The huge inventory of brand offerings out there today are not searchable by a user. They are the least discoverable based on users’ current intent. We are here to bridge this gap. With Xploree, we are letting users take control of this brand and service connect experience across applications.” Says Prima Dona, VP Product Innovation at KeyPoint Technologies.

With Xploree we have one of the most innovative solutions for brands to connect with their consumers in their exact moment of need.  An effective mobile user experience, delivering in immediacy, hyper-context and with hyper-engagement, Xploree is getting a lot of user love on the Google PlayStore as it delivers in hyper-relevancy and gives users complete control to view recommendations as and when they want.

We invite you to know more about Xploree Search and Discovery Platform that’s delivering an exceptionally high rate of 60-75% brand connect opportunity on mobile today. The ability to reach users at the right time, in right context is the holy grail of user-engagement.

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