By Mike Martinez
It’s been a month, but I’m still in an Olympics frame of mind. And it occurs to me that as mobile apps become central to the way consumers interact with business, we share a problem with gymnasts – ya gotta stick the landing.
A sticky app must be retained by 30 percent of downloaders, according to Pew Research Center’s Internet and American Life Project. So it’s not just about downloading the app, it’s about keeping the app on their smart phones.
How do you get it to stick?
The app must have a balance of tools that make the ownership experience easier, but also offer features that help the customer interact with the dealership. For example, Driver Connect, the dealer branded mobile app by DMEautomotive, offers fun tools such as “Find My Car,” “My Parking Meter” and a “Loan Calculator.” However, the most value comes from tools like “Appointment” where the customer is able to complete online service scheduling, and “My Cars” which provides information on the maintenance of their vehicle(s). The dealer is even able to send personal communications through “Messages” and provide coupons and promotions through “Special Offers.”
Sticking the landing comes by balancing the “sticky” features and tools offered in your app that make the whole app experience more appealing to customers. When it’s your app, you’re controlling and building the relationship. You’re creating the intimate customer connection; it’s you that is in their pocket and purse.
Mike Martinez is Chief Marketing Officer of DMEautomotive, the industry leader in science-based, results-driven automotive marketing that provides a range of marketing services to the biggest and most innovative automotive organizations in the industry. For more information, email firstname.lastname@example.org.