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 TECHNOLOGY & INNOVATION ⟩ MOBILE & APPS

3 Things You Should NOT Do With Your

FMCG Mobile App
Amanda Wilson— October 16, 2016

The Fast-Moving Consumer Goods (FMCG) industry is experiencing a major shift in the
marketplace due to technology. As consumers continue to uphold mobile as an irreplaceable aspect
of their daily lives, FMCG must adapt technologically with the times. 235 billion apps were
downloaded in the year of 2015! In fact, consumers spend almost 90% of their time in apps rather
than mobile sites and television.

Never in history did brands have such an amazing opportunity to drive engaging dialogues with
users. And for FMCG brands, this is the ultimate chance to nally be able to create a direct
communication channel with customers. As a two fold, one of the biggest issues FMCG brands have
been facing for decades is communicating with consumers directly. In the past, the only way to
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However, the bigger the opportunity, the bigger the challenge. How will brands reach their mobile
consumers? And by which means can they build brand awareness, brand advocacy and ultimately
in uence consumers’ buying decisions?

The simple answer is by being “engaging.”

But rst, let’s de ne what exactly “engaging” is.

The keywords “involve someone in a conversation” by “drawing in” “captivating” or “engrossing”

someone’s attention or interest pretty much hits the nail on the head. The problem is that most of
the consumer-facing brands are so far unable to truly create one-on-one dialogues, meaningful
engagements and offer exceptional mobile customer experiences.

Now we’ve reached a point where B2C brands need to deliver an exceptional mobile experience.
Rather than pushing out noise through traditional means of advertising or impersonal SMS
messages and push messages, brands should focus on smarter ways to engage.

Thus, with the right tools and a superb mobile marketing strategy, FMCG brands have the
opportunity to directly communicate and set up engagements with the end-consumer through the
FMCG app empowered by an intelligent mobile app engagement platform. Gone are the days when
FMCG brands used to ght other brands to domineer on the top retail shelves. But now FMCG
brand can win back customers via the app. However, many large FMCG brands still don’t know how
to start regarding user engagement. Let’s start off the list with engagement mistakes #1.

1. Not conversing with contextual relevancy

Like any good relationship, it takes dedication to maintain it from both parties. It isn’t one-way
street. Getting to know your consumers on a hyper-contextual and personal level is key. How?
Focus on listening to your consumers
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right context. Perhaps your app has some goals like selling your product, pushing product
information, sending news, offering coupons.

That sounds all ne and well. However, how are you listening to them? Do you monitor on how they
engage back with you? Did they provide you valuable feedback? Do you give them a chance to voice
their opinion on something? Do you know if they enjoyed the mobile experience? What type of data
are you actually gathering from the engagements? Can you gather actionable data like in-app data,
location data, weather data, social data, and so forth? And do you actually use this data to further
understand and provide better value to your consumers?

A powerful mobile app engagement platform deployed into an app and integrated into your
backof ce systems is the rst step. You’ll want to drive a powerful omnichannel journey that draws
data from multiple touchpoints. A journey that allows you to not only engage with your customers
in one on one dialogues, but offers a wealth of m-CRM (mobile CRM data). Therefore, you will
further create better context and precise, automated engagement decisions. Without contextual
data, you stand the risk of annoying your users with ill-planned engagements and irrelevant offers.
Keep in mind, that each engagement has its right time and place.

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2. Not mastering the science of location-awareness

touchpoints
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Where there’s a time and a place for each engagement, there’s one thing you must repeat ad nausea
like a real-estate agent, “Location, location, location!” Adopting location technology gives FMCG
brands opportunities to create delightful ‘mobile moments’. These potential moments can boost
engagement by leveraging off a customer’s location.

However, a huge mistake FMCG brands make is to use location triggers as a way to send push
messages alone. Many brands think under the disguise they’re actually doing something “engaging”.
This approach fails and results in non-contextual, impersonal, and typically annoying customer
interactions. This is not well received by customers as it feels intrusive, or even creepy and does not
deliver a good experience. Beacons are an important ingredient, but they should be used with other
integrated data sources. Most importantly, they should be used in the right context of a sequential
customer journey.

Location awareness should be used, but not abused. On the other hand, most brands don’t know
how to maximize the power of location awareness technology. For example, beacons can be an
amazing tool to drive omnichannel mobile experiences as well as boosting mobile engagement. For
example, let’s say your brand sells pasta. If a rst time customer who happens to be a student is
nearby a shelf with your branded pasta boxes. Wouldn’t it be interesting to send them a video
recipe which uses your pasta (and pasta sauce) to get them inspired?

If they do decide to engage and watch the full video, give them a small discount end of the video. If
they do end up buying the pasta, engage them when they reach their home (through battery
friendly GEO technology) and ask if they’d like to cook up the pasta recipe at home. Encourage
them to share a picture of the nished pasta meal on social media (Instagram maybe? and tag your
brand). Next, award them with a follow-up discount on their next purchase in store. Now you’ve
engaged the consumer through multiple channels: in-store, mobile and social media.

Well done!

3. Not o ering mobile experiences with relevant

‘assets’
Boosting engagement by designing well-thought out, personalized mobile journeys starts off with
actions. Enable your consumers to accomplish these actions – and ultimately convert, depending on
your goal. For example, buying, increasing brand awareness, playing among a community,
promoting your brand through advocacy and so forth, can fuel great mobile experiences.
Throughout your designed mobile journey, are you giving consumers different means to engage
with you? In the mobile world, allowing consumers to engage with your FMCG app through
98% ofengagement
different ‘assets’ is the key to unlocking your websiteopportunities.
traffic remain anonymous 
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But what exactly are assets? Well, assets are, but not limited to, high quality, creatively rich,
interactive engagement tools like coupons, vouchers, surveys, polls, messages, 3D product models,
videos, loyalty points, games, etc. – all native designed to be displayed in a pixel perfect way on the
screen of the mobile app device – thus, delivering a very rich experience to the customer. Assets
can be sent to users even if their device is closed.

Through a dynamic mobile engagement platform, a marketer can set up automated and
contextually relevant assets in order to improve the mobile experience. For example, your brand
sells men’s razors and your goal is to get young guys excited about the “Zilver” razor. Would it be
more meaningful to engage John through a push message which says,

“Hey, try our new Zilver razor and get a discount”?

Or show him a 3D spinning model of the new Zilver razor which he’s been eyeing for the last 10
minutes in the aisle (beacon detected). Then give him a run down on the cool functionalities of the
razor. Or perhaps offer him a little game to play to get a reward such as a discount if he shares the
game through social?

Hopefully, you’d NOT chose the push message option. Push messages are NOT ALWAYS the most
appropriate or engaging asset. If John does end up buying the razor, as he exits the store, you could
send him a push message thanking him for the purchase. Or perhaps offer a beautifully branded
customer satisfaction poll. Here’s an even more powerful mobile journey to inspire you- all stages
are possible to create and automate through the MobileBridge platform.

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 fmcg mobile journey

Recap on boosting engagement for FMCG apps

Overall, executing a great omnichannel mobile engagement strategy will result in very effective

customer engagement. The good98% of your website traffic remain anonymous
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surprise it’s quite easy to do. Here’s a quick overview on the list.
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1. Roll out your strategy with a well-thought out engagements plan. Make sure it enables 1 to 1
contextual dialogues that leverages your data in an omnichannel approach. Make sure to present
your FMCG app with clear value and track every single engagement through actionable data.

2. Don’t forget to include location touchpoints (like beacons). Therefore, you can unlock potentially
great mobile moments based on where your customer was, is and where he or she is going.

3. Lastly, offer your customers exceptional mobile experiences through contextually relevant
assets. Use each asset as a means to engage with users, gather actionable data. Therefore, assets
enable you to make more precise engagement decisions in the future and ultimately convert your
consumers. “Fixing” your existing FMCG app can be done with very little effort and within a very
short amount of time. The key of course is choosing the right mobile app engagement platform.

Like to know more about FMCG app engagement?

Download our eBook on “What You Need to Know

About Mobile Engagement” here
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  This article originally appeared on MobileBridge and has been republished with permission.
Find out how to syndicate your content with B2C

Author: Amanda Wilson

Follow @ajulietw

View full pro le ›

More by this author:

Maximize Your Mobile E-Commerce Conversion with Engaging Mobile Apps
How Supermarket Apps Pro t With eCommerce
3 Reasons You Might Say “We’re Not Mobile App Friendly”

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