Business of Apps Podcast

#203: Helping retailers retain app acquisition gains with Thomas Butta, Chief Strategy & Marketing Officer at Airship

Jul 15, 2024

30:03

Do you like the holiday season? Yes - it is a hypothetical question, we all do. Why do we love this time of the year? Because this is the time when we all buy something nice, right? We download shopping apps and go ahead and pick up something we desperately need.

Ok - it’s all great but if you are a retailer and you launch app user acquisition campaigns during the holiday season, there is very important insight for you in this episode - so listen carefully.

Today’s Topics Include:

Thomas's background
About Airship
About the Airship's "Peak App Install Research" report
How retailers can improve retention rate for customers acquired during peak shopping periods (think Black Friday)
Key metrics brands should monitor to effectively drive app engagement
Android or iOS?
Leaving his smartphone at home, what features would Thomas miss most?
What features he would like to see added to his smartphone?

Links and Resources:

Quotes from Thomas Butta:

"And we, we surveyed more than 60 million app installs. So of the number of apps that were installed during that period, we looked at 60 million new ones that were added to your device and we were very interested in understanding what happens after that peak shopping season."

" First of all, the way you onboard people is really, really important. I mean that idea of a welcome kit. So they download your app, right then and there you have their attention. What you do next is really important. So that onboarding experience, that welcome experience is really key. And what you're trying to do is two things. You're trying to get to know these people that are downloaded your app. And you're doing it in a way that's showing them with a little bit of information here and here, you can provide a more curated or personalized and relevant experience for them over there."

Host

Business Of Apps - connecting the app industry since 2012