The mobile app strategy of British menswear brand Albam has proven highly effective since the start of its implementation a year ago. Various factors have contributed to Albam’s success. Foremost the Albam team have shown a deep understanding of their customer base. The app is fully on brand and is merchandised with the same meticulous eye for detail as their three physical London stores.
Customers have shown their appreciation of this thoroughness by writing app store reviews that compare the app to the physical stores. With an average rating of 4.5 stars (out of 5), the app is highly popular. This is also reflected back in generated revenue: sales made through the app now account for over 10% of the retailer’s online sales.
From a content perspective, the app features detailed product images, social sharing options, and a wishlist function. Three of the main driving factors of engagement and conversion include:
- Beautiful app only content: The app often features content that is exclusive to the app, such as shoppable lookbooks, which really showcase the Albam brand as a lifestyle choice.
- Exclusive offers: Albam regularly creates discount codes that are distributed solely via push notification. This is a great reward for the app customer demographic, and an effective way of driving traffic to the app. The app sees a spike in traffic each time a push notification is sent, with an average session increase of 130% for that day.
- Spotless functionality: Browsing through the app is fast and intuitive.