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.
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. L’oreal Makeup Genius App
The L’Oreal augmented reality Makeup Genius app uses advanced facial mapping technology to make your smartphone camera into a virtual mirror that lets you try on products in real time. The app scans your face and allows you to virtually apply makeup and try on specific products and looks specifically chosen by L’Oreal experts, all through your device’s viewfinder. Once the app knows where your mouth, cheeks, eyes etc. are, it’s easy and fun to try on makeup or complete looks. You can also share the results with family and friends on Facebook.
What makes this app special is that it registers 64 facial data points and 100 facial expressions allowing the app to identify the user’s lips, eyes and facial contours. This advanced technology allows the virtual makeup to move with the user if she turns her head to see how she looks from multiple angles, changes her facial expression etc.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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.
7. 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.
8. The Dunkin’ Donuts App
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.
9. 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.
10. 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.
11. 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.
12. Charmin Sit or Squat App
Need a clean bathroom on the go? Find out whether to sit or squat with the Charmin’s SitORSquat app. The Charmin toilet paper company’s app helps you find the least-gross public restrooms around the country. The SitOrSquat app maps thousands of public restrooms and clean locations have a green “Sit” rating while dirtier ones have a red “Squat” rating. The app also lets users rate and review a bathroom, and share experiences and feedback with others making it possibly the biggest crowd sourced resource of public bathrooms ever.
11. Kraft iFood Assistant App
Kraft’s iFood Assistant App offers hundreds of recipes of dishes that include their products (of course). The company says the app “brings simple, delicious food ideas, anytime and anywhere you go.” Content includes how-to videos, smart 1-2-3 recipes and built-in shopping lists that are great for saving time in grocery stores. Version 4.0 of the app also lets users use voice commands to search for recipes, add items to a shopping list and move to the next step in a recipe while cooking.
14. Corona Beach Break
Beer brand Corona Extra created the Beach Break app to help fans transform the beach from a physical place to a state of mind. The app rewards fans for logging out, unwinding and unplugging from devices and programs. Users collect points in multiple ways including checking in at specific venues like stadiums, logging off Facebook or a uploading a photo of a Corona beer. Points can also be redeemed for cool branded gear and prizes like golf trips and spa appointments on the Corona website.
15. Corona Beach Volleyball App
While the Beach Break app is no longer available in the app store, Corona recently launched a very similar Beach Volleyball app. Users can connect to Facebook via the app and play in a virtual tournament to be entered to win an all-expenses-paid trip to Mexico. Plus users can play their Facebook friends for a spot on the “Friends Leaderboard.” The app includes 3 levels of increasing difficulty: Corona Island, Miami and Mexico, and comes with 1- and 2-player modes. The app also has a “Corona locator” that shows you the nearest location where Corona beer can be purchased.
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.