New research reveals the dos and don’ts of app-based marketing this Black Friday as SAP Emarsys launches a new in-app personalization feature in its November release
Indianapolis, Nov. 21, 2024 – Shoppers who install an app on their phones, such as guitar manufacturer Gibson Brand’s app, are 31% more likely to express ‘true loyalty’ than other consumers. That’s according to new research from SAP Emarsys Customer Engagement, released ahead of the Black Friday cyber weekend.
‘True loyalty’ is defined as “unwavering, unshakeable loyalty built on trust and devotion to a brand.” According to the research — which surveyed over 4,000 United States consumers — app users are not only more loyal but are more driven by rewards and incentives compared to those who don’t install apps (36%).
“Mobile apps give brands a direct connection to their customers, but true engagement comes from delivering the right message when it matters most,” said Kelsey Jones, Head of Product Marketing at SAP Emarsys.
“Effective personalization should feel seamless, with AI helping marketers respond to real-time behavior. The outcome? Happier, more loyal customers and timely, relevant communication.”
With data also showing that 52% of U.S. consumers will use brands’ apps to browse and buy this Black Friday, SAP Emarsys believes app-based marketing will provide a powerful boost to customer loyalty — lasting well beyond the peak sales season.
But when it comes to delivering app-based experiences, brands are walking a fine line. Nearly half of consumers (43%) find the overuse of push messages “annoying,” and 32% will block brands’ apps from sending them notifications due to a high volume of messages. Two in five shoppers (22%) will hit ‘block’ if notifications are not timed appropriately:
To help marketers navigate these issues, SAP Emarsys is announcing a new release of its customer engagement platform with advanced in-app mobile features. The new release includes inline personalization for mobile apps, allowing marketers to create more customized experiences alongside new WhatsApp messaging features for marketers.
Supercharged customer engagement is exemplified by many of the world’s biggest brands looking to boost loyalty through apps this Black Friday and holiday shopping season. World-leading instruments manufacturer, Gibson Brands, uses its app not just to sell instruments, but to build engagement by teaching users to play the guitar.
With app users synced into SAP Emarsys, Gibson can achieve its goal of converting single channel fans to multiple channels, then use first-party data to drive personalization across all channels.
Discover more SAP Emarsys’ November product updates here: https://emarsys.com/product-release/
