When I ran the direct-to-consumer (DTC) business of a fast-growing beverage brand, Hint, there was always four types of customer segments we looked after:
1. Prospective customers. These are new customers who haven't ever heard of our brand, or we at least don't have data that connects them to our brand in the past.
2. Retargetable customers. These are people who have interacted with us online in the past, but we haven't done the work of closing them as a customer with us.
3. Remarketable customers. These are customers who have purchased with us before, and actively purchase, but don't have a subscription or any kind of locked in cadence of purchase with us.
4. Subscribers. These are our best customers — we even called them "clients" to add that VIP feel to them. The subscribers are who we need to ensure always feel like they're getting value out of their subscription with us, even if it's more than just receiving the product at a discount.
Across all our marketing channels, these 4 customer segments were treated differently and some had their limitations.
Prospective and retargetable customers would see content around educating them into the brand of WHY they should make a purchase, really answering of the question of, "Why should this brand exist and why should I give it a shot?"
With remarketable customers and subscribers, we had to think a bit more outside the box. We'd lean more toward pushing content around what would make someone order again (discounts, promotions, pop-culture moments, email/SMS, etc) and also content that reminds them of why they purchased in the first place. One thing that would've been great, is a channel where we could communicate with our customers outside of the traditional media channels — in this case, an app would've been perfect.
A native mobile app would've given us the ability to send push notifications (92% of people open that), understand better in-app metrics/usage statistics to segment customers better, and given us a real shot at delivering personalized content to our best customers. The problem is that a legitimate app developer, including all the bells & whistles to build an app, would cost north of $120,000 USD. It would be irresponsible for me to spend that much money.
But this is where Tapcart comes in. Tapcart is a mobile-app builder for Shopify brands. Companies like Fashion Nova, TRUFF, KOS Protein, Chubbies, MUD WTR, and more have used Tapcart to cater to that exact segment of purchasers who want to get more from the brand.
Limited-edition products, new product drops or launches, exclusive pricing or discounts, and exclusive content can all live inside the Tapcart app, and easily sync right back to your Shopify store. And, don't worry, your subscription apps, email, and all the other apps on your Shopify store all integrate with Tapcart as well. The best part? It's all easy to drag & drop, and push into the app store.
While Apple forces the cost of advertising to increase dramatically, and even the cost of reaching your own audience, Tapcart's ability to make your own app helps to counter that, and increase engagement, at the same time. With Tapcart, merchants have seen a 2-3x lift in session frequency, a 2.4x increase in customer LTV, and a conversion rate of 12-14% (compared to 2-4% online).
I don't see any downside to spending a few hours trying to build the app for your store. We plan to roll it out for a few of our Sharma Brands clients this year, too.
Reclaim ownership of your customer interactions, and use Tapcart to get started today.
You can click here to sign up for a Tapcart demo, and get onboarded.