14 Brands Using Mobile Apps Instead of Ads to Build Customer Loyalty

Useful and engaging apps help companies build audiences, delight customers & increase sales

The most innovative companies in the world aren’t just connecting with their customers through advertising. They’re also offering helpful services and tools to win them over. Creative and unique mobile apps are helping brands connect with fans to convey brand messages, offer a useful service, keep them engaged and build customer loyalty in a crowded marketplace. Studies show that more than 50% of customers who regularly use a branded app are more interested in buying from that company.

But it’s not enough to just create and launch a branded app. There are plenty of those out there and very few of them gain long-term traction and repeat users. More than 90 of the top 100 global brands have already launched at least one app. According to a 2022 marketing survey, nearly half (48%) of businesses and startups had an app in 2022, compared to one-third (32%) in 2021. What’s more important for brands is to have a clear strategy on how they plan to drive app downloads, make the content compelling and increase long-term user engagement.

According to Ketchum’s Daily Ride Index, More than 150 million Americans spend on average an hour a day in their cars driving, and 75% of that time is spent alone in their cars. This explains why some of the best branded apps have been created by automobile companies trying to capture a slice of this driving time to build loyalty.

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What Questions Should Brands Ask Before Creating An App

There are plenty of examples of engaging and helpful brand apps like Chipotle’s Scarecrow game app in which players can earn buy-one-get-one-free offers, Pop Secret’s Perfect Pop app that tells you the perfect time to take your popcorn out of the microwave, or Coca-Cola’s Freestyle app that lets users explore new drink flavors. But beyond just driving downloads, what questions should brands ask before they launch yet another app?

• Is the app useful and does it have sticky content or experiences that are engaging and memorable?
• Is the app designed to grow brand awareness and loyalty? Does it offer brand information, product discounts or some convenience to customers?
• Is the app reliable, beautiful, simple, intuitive and easy-to-use? Is the app targeting the right audience?
• Is there a clear correlation between the app and the brand? Is the app a true extension of the brand and what it stands for?
• Do you have the marketing resources to promote and constantly refresh the app to keep users engaged?

Unfortunately, around 99.8% of apps fail. It is very hard to create a good app without building a following first. This is why digital marketing services are so important for app developers.

Here are 14 mobile apps that are engaging, popular and a great extension of the brands they represent:

1. The Starbucks App

The ubiquitous green and white Starbucks logo has become a familiar sight around the world, but the brand is also innovating in the mobile space. The Starbucks app has quickly become one of the most popular mobile apps used by consumers. With their app, customers can pay for their orders with a few taps on their phones, as well as manage their rewards points and exclusive discounts.

Since its launch in 2009, the Starbucks app has been constantly evolving to meet customer needs and offer an even better user experience. Customers can now order ahead so that their drinks are ready when they arrive at a store, as well as access personalized offers tailored to them. The level of convenience it provides makes it easy to understand why over 21 million people have downloaded it worldwide.

2. AUDI Latest MyAudi App (Previously MMI CONNECT APP)

The MyAudi app is a mobile application developed by Audi AG for use with certain Audi vehicles. The app allows you to connect your Audi vehicle to your smartphone and provides a range of features and services, including:

• Vehicle information: View information about your vehicle, such as the current fuel level, tire pressure, and oil level.
• Remote services: Use the app to remotely lock and unlock your doors, locate your vehicle, and start the engine (if your vehicle is equipped with Audi connect).
• Navigation: View real-time traffic information and receive route suggestions.
• Service scheduling: Schedule service appointments and view your service history.
• Vehicle customization: Adjust certain vehicle settings, such as the interior lighting and temperature.
• Audi connect services: Access a range of online services, such as news, weather, and parking information.

The MyAudi app is available for download on the App Store and Google Play. To use the app, you must have an Audi connect account and a compatible Audi vehicle.

3. AUDI START-STOP APP

Audi also created the Start-Stop app which notifies users about which apps could be closed to save power on their smartphones. Start-Stop notifies you when it detects open apps that aren’t actively being used and once you tap the notification the app gives you a complete list of apps you can choose to close out of. The app promotes the company’s energy efficient outlook and doubles as a promotion for the company’s gas-saving technology.

4. ASICS Runkeeper – Run Tracker App

ASICS is one of the world’s biggest sports equipment and apparel companies and has been designing technically advanced footwear and athletic products for over 60 years. Created as an extension of their brand, the MY ASICS app is a free, adaptive running app that creates customized training plans for athletes to match their running ability, fitness level and goals. It’s the only running app that builds a custom training plan powered by 7 years of runner research.

By making MY ASICS a favorite training app among fitness enthusiasts, and including the best content, advice and training plans, the brand wants to build a loyal community of fans. In turn, the company gets valuable insights on the fitness community to help design and sell better products. Umbel has helped ASICS drive thousands of MY ASICS app downloads at half the average cost per install, increase awareness of the brand among fitness enthusiasts, and collect and analyze customer data to find actionable insights in real-time.

The ASICS Runkeeper – Run Tracker app also includes a social aspect, allowing users to connect with friends and share their activities and progress. It is available for download on the App Store and Google Play.

5. Nike Run Club – Running Coach App

The Nike Run Club app is a running coach app that provides personalized running plans and training programs. The app helps runners of all levels to reach their running goals. It is designed to provide runners with personalized guidance, motivation, and support.The app offers a variety of running plans and training programs for runners of all levels. It also provides detailed information about running form, nutrition, and injury prevention. The app also includes a GPS tracking feature that allows users to track their runs and view their progress. Additionally, the app provides access to running clubs and events, as well as a social network to connect with other runners.

Overall, the Nike Run Club app is a great tool for runners of all levels who are looking to get the most out of their running experience. With personalized plans and training programs, detailed information about running form, and access to running clubs and events, the app provides a comprehensive resource for runners.

It is available for download on the App Store and Google Play.

6. Sephora App

The Sephora App is a mobile application designed to make shopping for beauty products easier and more convenient. With its user-friendly interface, the app allows customers to browse through a wide selection of beauty products, compare prices, read reviews, and purchase items directly from their mobile device. Additionally, the app offers exclusive deals and discounts, as well as access to tutorials and product reviews. Sephora also provides customers with the ability to save their favorite products and create custom shopping lists.

Overall, the Sephora App is an excellent way for customers to find the beauty products they need at the best prices. With its easy-to-use interface, access to exclusive deals and discounts, and ability to save favorite products, the app provides an efficient and enjoyable shopping experience. This app is available on both Apple and Play Store.

7. The Dunkin’ Donuts App

The Dunkin’ Donuts App is a great way for customers to get the most out of their Dunkin’ Donuts experience. The app allows users to order ahead, pay for their orders, and even use their mobile phones to earn rewards. Customers can also use the app to find the nearest Dunkin’ Donuts location, as well as view the menu, nutritional information, and promotional offers.

The Dunkin’ Donuts App is a great way for customers to save time and money when it comes to their Dunkin’ Donuts purchases. With its easy-to-use interface, access to exclusive deals and discounts, and ability to save favorite products, the app provides an efficient and enjoyable shopping experience.

8. Land Rover InControl Remote App

The Land Rover InControl Remote app is a mobile application developed by Land Rover for use with certain Land Rover vehicles. The app allows you to connect your Land Rover vehicle to your smartphone and provides a range of features and services, including:

• Vehicle information: View information about your vehicle, such as the current fuel level, tire pressure, and odometer reading.
• Remote services: Use the app to remotely lock and unlock your doors, locate your vehicle, and set off the alarm (if your vehicle is equipped with Land Rover InControl).
• Service scheduling: Schedule service appointments and view your service history.
• Vehicle customization: Adjust certain vehicle settings, such as the interior lighting and temperature.
• InControl services: Access a range of online services, such as news, weather, and parking information.

The Land Rover InControl Remote app is available for download on the App Store and Google Play. To use the app, you must have a Land Rover InControl account and a compatible Land Rover vehicle.

9. Volkswagen Smiledrive App

Volkswagen’s SmileDrive app records your drives, lets you earn “stickers” for extra-long drives and taking trips on busy holidays etc. The app gives each user a Smile Score that captures their driving history and also lets users save and share Smilecasts of trips (including photos and updates) with friends and family.

10. Walmart Shopping & Grocery App

The Walmart Shopping & Grocery App is a great way for customers to save time and money when shopping for groceries and other items at Walmart. The app allows customers to view store information, check store hours, and even create shopping lists. Customers can also use the app to compare prices and find the best deals. Additionally, the app has a barcode scanner, so customers can quickly and easily scan items in-store.

The Walmart Shopping & Grocery App is a great tool for customers to save time and money when shopping at Walmart. With its easy-to-use interface, access to exclusive deals and discounts, and ability to create and manage shopping lists, the app provides an efficient and enjoyable shopping experience.

The app is available on both Android and iOS devices, and users can browse the aisles and find what they need without having to leave their comfort zone. The app also allows users to order groceries and have them delivered to their home, which is a great option for those who are busy and don’t have time to go to the store.

11. The Chipotle App

Chipotle built its ordering app around a points-based loyalty programme, and the app is where that programme actually lives. You earn points on qualifying purchases and trade them for free entrées, and the balance sits on the home screen every time you open it. If you want to see how the tiers and rewards fit together, Chipotle Rewards lays out the mechanics before you download anything. The app also handles customised digital orders, pickup from the second make line, and delivery, so the ordering flow and the loyalty flow are the same screen.

The reason this belongs in a piece about apps replacing ads is the notification channel. Chipotle runs limited-time menu items, free-delivery windows and bonus-point promotions, and it can push those to existing customers directly instead of buying impressions to reach them. A customer with a points balance has a standing reason to reopen the app, which means the brand gets repeated contact without paying for it each time. For a marketer, that is the trade: build the ordering utility once, then use it as the outbound channel for everything after.

12. The McDonald’s App

McDonald’s moved its deals out of newspaper inserts and coupon mailers and into an app. Rewards points accrue on purchases and convert to free menu items, and there is a rotating set of app-only offers that you activate before you order. You can download it from the McDonald’s app listing and use it for mobile order and pay, curbside pickup, or scanning a code at the counter. Because redemption requires the app, the discount and the customer relationship arrive through the same channel.

That structure is the point. A printed coupon told McDonald’s nothing about who used it; an app-based offer ties the redemption to an account and a store. The brand can then time offers around slow dayparts, push a breakfast deal in the morning, and reach a lapsed customer without renting attention from anyone else. If you are a marketer looking at this, note that McDonald’s did not stop advertising — but the deal-driven, frequency-building half of the job now happens inside owned software rather than paid media.

13. The Target App

Target’s app carries its loyalty programme, its payment method and its in-store navigation in one place. Target Circle is free to join and offers members deals they add to their account, with a paid tier layered on top for delivery and shipping perks. In the app you can scan an item to check price and availability, see which aisle it is in at your store, and pay with the wallet at checkout. That combination means the app is useful before, during and after a shop.

The advertising angle here is that Target uses the app to shape trips rather than to announce them. Offers you have activated are visible while you walk the aisles, drive-up orders are placed and confirmed in the app, and the wallet gets opened at the register — each of those is a touchpoint the brand owns. Compare that with buying a circular’s worth of reach every week. For a marketer, Target’s version of retention is a tool the shopper needs in the store, with the promotional layer built into it.

14. The Domino’s App

Domino’s treats its app as the storefront rather than as a marketing extra. You build an order, save it, reorder it in a couple of taps, and then watch the tracker move through preparation, baking and delivery. The Domino’s Pizza app also carries the loyalty programme, where points from qualifying orders build toward a free pizza, and it holds saved addresses and payment details so the second order is faster than the first.

The mechanic worth studying is the tracker. It gives a customer a reason to keep the app open during the wait, which is a stretch of owned attention that no ad buy provides. Add saved orders and a points balance and the friction of choosing Domino’s again drops below the friction of comparing options. That is retention built into the product: the brand does not need to remind you it exists every week, because the app is already the fastest path to dinner and the reward balance is sitting there waiting.

Conclusion:

In conclusion, mobile apps have become an increasingly popular way for brands to build customer loyalty and generate revenue. As the market evolves, these platforms provide a valuable opportunity to creatively engage and reward customers, while also driving sales. Through apps, brands can personalize their services, establish relationships with customers, and create unique experiences that resonate with consumers. With so many advantages, it’s no wonder why more companies are turning to mobile apps instead of ads.