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  • Mattia Della Corte

Why and when to develop a mobile application?

The digital boom is now largely driven by mobile. At the end of 2018, the digital specialized agency Deloitte counted that 92% of Swiss people were now equipped with a smartphone. Having a mobile application dedicated to your business can be a real asset for your company.


According to Techjury, mobile is the #1 screen to connect to the Internet in the world. Applications play a central role since they concentrate 87% of the time spent on smartphones.


In this context, more and more brands are creating mobile applications.

Do you think that setting up a mobile application can be a good solution? Let's see why and when you should develop a mobile app.

6 MAJOR REASONS

To Develop A Mobile Application

When You Are An Entrepreneur



OFFER A NEW EXPERIENCE TO YOUR USERS

The multiple possibilities and functionalities of smartphones and tablets allow your company to offer new experiences to your customers. It is possible to imagine new services based on push notifications, camera, geolocation, consultation without an internet connection, etc. These services can feed your cross-channel, drive-to-store or other brand strategies.


Mobile environments offer a better user experience than classic channels like a website. Due to many factors: speed, customization, tailored results, accurate geolocation, more modern design, regular updates, etc., the mobile application is a great way to improve the user experience.


An application will be tailor-made according to your needs and those of your customers. You can thus create the perfect tool that will help you to disseminate information, boost your online sales or strengthen your customer relationship.


For example, the Mobile CFF application offers to dematerialize your train ticket. By buying a ticket via the application, users no longer need to punch it in the station. The mobile application becomes a transport ticket. Another example of an innovative service is the Ask Hera mobile app. It allows users to assess if the consumer products are consumable by a pregnant woman by simply scanning barcodes in the store. Thanks to mobile apps, more and more, the needs of the customer are met on a lot of levels.


And you, on what level could you meet your customer needs with a mobile app?

EARLY POSITIONNING IN THE BUYING PROCESS

In December 2018, 59% of Swiss people were using their mobile to make a digital transaction according to Delloite, but an even higher pourcentage of people (74%) were using their mobile at the beginning of the buying process of any kind of products. In other words, people are using their mobile phone to do research before making a purchase.

In certain sectors such as fashion, we observe a ROPO (Research Online Purchase Offline) phenomenon: consumers do online research on their mobile phone and then buy in store.

In this way, mobile app content can help you to position your company earlier in the buyer journey. This can include product visualization, free demos, tips or product comparisons. The mobile phone is therefore a customer acquisition tool. It is also a great up-selling and cross-selling tool.



TRIGGER PURCHASES AND IMPULSE ACTIONS


In a mobile environment, users use their phones to meet their immediate needs. Mobile applications encourage spontaneous and impulse purchases.


A large number of consumers buy items on mobile phones that they would not have bought in a store. Amazon provides a super-fast shopping button in its application. Thanks to the 1-click order, consumers can buy a product in record time without having to go through the shopping cart.


Other brands are taking similar approaches to encourage impulse buying. The Tommy Hilfiger application, for example, offers the option of viewing the brand's Instagram feed. It is possible to instantly buy a garment or look presented, thanks to a "buy button".


BRAND BUILDING


Developing a mobile application is a good way to strengthen your brand image and differentiate yourself from the competition. Many companies today have a responsive site that automatically adapts to the size of the screen on which it is consulted. Other brands have mobile sites specifically designed for mobile screens, although this format is less and less used. Far fewer companies have an application.


With an application, your brand becomes mobile. Your prospects and customers are exposed to your brand on a daily basis. It accompanies them everywhere and throughout the day. The tactile dimension of smartphones and tablets also creates a stronger and more personal connection. By touching their screen, your prospects and customers also touch your brand.



GAIN VISIBILITY


Creating a mobile application significantly increases online visibility. Mobile stores, which have their own SEO system, play a key role. The most visible apps in App Stores, which are often those with a good description, are usually the most downloaded.


In addition, launching a mobile application can be the occasion of a real communication campaign, which will allow you to promote both your application and your company. On the contrary, launching a mobile version of a website will not impress anyone. Furthermore, the content and articles generated by the launch of an application contribute to better visibility and search engine optimization.


GATHER ADDITIONAL DATA


Mobile applications are also a great way to collect data about your users. This can generate new insights about how your product or service is used in real life. These insights are important to improve your offer and feed your future developments.


The data collected can also help to offer more personalization. Today's users are in demand for personalized experiences. For example, by collecting your users' personal preferences or opinions, it is possible to better anticipate their needs.


3 ELEMENTS

to consider before

developing a mobile application



THE TARGET OF THE APPLICATION


It is essential to think carefully about the target of your mobile application. For example, the people who are likely to use your application may not be the same people who use your website.


To ensure the success of your application, define in advance the market personas to whom it is addressed. Identify their pain points and design an app that meets their specific needs. A mobile application should not be a copy-paste of your website. It must offer a real added value to your customer.



THE LEVEL OF DIGITALIZATION OF YOUR COMPANY


Before thinking about developing a mobile application, check the level of digitalization of your company first. The more mature it is, the easier it will be for you to develop a mobile app and mobilize the whole company. A mobile app is a complex project, which can have significant impacts on internal organization, sales processes, customer service, etc.

From a technical point of view, it is essential to ensure that your application can communicate with all the data in your information system (web services, APIs, real-time data exchange).


Also consider the intern organization of your company in order to introduce the app. Prepare the company for this transformation by informing and defining the tasks of each employee. The principle being to succeed in establishing a virtuous circle between missions, evaluation and remuneration.


And don’t forget to train your employees to this new tool for an optimal use.


YOU HAVE CITRON MOBILE AT YOUR SIDE TO HELP YOU


Finally, if you still have doubts about the application creation process and don't know who to start your project with: contact us, we are here for you! As experts in application creation and more generally in the mobile sector, we can help and advise you throughout the application creation process.


You now have all the elements to get started! Let's go!

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