This Retailer (Finally) Figured Out Mobile, and Downloads Exploded!
This is a single insight from This Week in Apps #128 - Instagram Wants to Be Real.... Check out the full article for more insights.
Discounts are a great way to get people to take action. I looked at how restaurants do that more than once. Not all do it right, but that's a different problem altogether.
This week, I noticed my favorite soap store was sitting at the top of the App Store, a place retailers don't normally show up in, so I had to take a closer look.
You can probably guess what it was – a new rewards program to get discounts. Bingo!
Bath & Body Works' app, which isn't new, is now the home of the store's new rewards program that offers points for every dollar spent, along with other fun perks.
Looking at downloads, people really want to be rewarded for their soap purchases. Over the last 10 days, downloads have gone up nearly 2,000%, from around 11 thousand per day to more than 225 thousand on Tuesday, according to our estimates.
Wow!
Lots of apps have gained momentum over the last few months by offering promotions. Not all stuck, but the visibility is an amazing multiplier for downloads, and downloads can translate into sales for a retailer like Bath & Body Works, which far outweigh the discounts.
User acquisition is the name of the game for apps, and ads aren't the only way to win.
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All figures included in this report are estimated. Unless specified otherwise, estimated revenue is always net, meaning it's the amount the developer earned after Apple and Google took their fee.
