App users spend about 3x more than people who only shop on your website. Most retail teams still aren’t set up to capture that.
Paid ads don’t return what they used to, privacy changes have seen to that, and shoppers now bounce between ads, email, social, and your store before they ever buy anything. The channels retailers already own, email, QR codes, referrals, loyalty, could pick up the slack, but most haven’t caught up yet. Google Ads and app store optimization still dominate how retail teams grow their app, while everything else trails behind.
This playbook covers when to send someone to your app instead of your website, what to actually do at each stage of the funnel, and how to tell whether any of it’s working.
What’s inside
- The routing rule for app vs. website, and the two numbers that decide it
- Acquisition tactics for QR codes, web-to-app banners, social, email, and referrals
- The onboarding and deep linking plays that turn installs into first purchases
- Retention tactics for push, SMS, lifecycle email, and loyalty programs
- The benchmarks and events retail teams should actually be tracking