For many businesses the first purchase is not the hardest task.
It is harder to make the client return.
Advertising brought them to the website.
They placed an order.
The company fulfilled it.
And then — silence.
In a month the client may already not remember the brand name.
Other offers appeared for them.
Competitors launched advertising.
They saw a new brand on social networks.
And the business is forced to pay again for attracting this client.
This is exactly where a mobile application can become a powerful retention tool.
Biksico positions the mobile application as a way to remain present in the client’s smartphone, use push communication, loyalty programs and create conditions for repeat orders.
The first order is only the beginning
Imagine a restaurant.
A client ordered pizza once.
The company earned from this order.
But the real value of the client can be much greater if they order regularly.
For example:
first order — 500 UAH;
second — 600 UAH;
third — 700 UAH;
fourth — 650 UAH.
Over a year one regular client can bring the business significantly more than their first order.
Therefore the fight for a repeat purchase is often no less important than attracting new users.
What prevents a repeat purchase?
One of the problems is that the client needs to find you again.
They may:
A mobile application shortens this path.
The brand remains on the home screen of the smartphone.
The icon is a small advertising medium
The application icon may seem like a trifle.
But this is constant brand presence.
The client may not open the application every day.
Yet they see it.
This creates the effect of a constant reminder.
And if you add push communication, a loyalty program and personal offers to this, the mobile application becomes a separate marketing channel.
Push notifications: when the client does not need to look for you
The biggest advantage of push is that the business can itself initiate communication.
For example:
“Today there is a 20% discount.”
“You still have bonuses left.”
“Your favorite product is in stock again.”
“The order is already being prepared.”
“We added new items.”
Unlike advertising, the message comes directly to the user who has already installed the application.
Biksico provides push notifications as one of the tools for communication with clients.
But push does not mean spam
This is fundamentally important.
If you send messages without a reason, the client will turn off notifications.
Therefore effective communication must be:
For example, for a client who regularly orders sushi on Friday, it is more logical to offer a special deal closer to Friday than to send them random messages on Monday morning.
Loyalty program
Loyalty is another mechanism of repeat sales.
The client accumulates:
bonuses → cashback → discounts → personal offers.
As a result the next order becomes psychologically more advantageous.
Biksico provides loyalty tools in the mobile product.
SWO example
On the SWO Sushi website users are offered to download a mobile application, and the company uses a cashback mechanic: clients are communicated 5% cashback and the possibility of using the accumulated funds to pay for part of the order.
This is a very simple but illustrative scenario.
The client:
bought → received a bonus → has a reason to return → bought again.
A mobile application as a personal store
In a good application the client should not start from scratch every time.
They can be shown:
That is, the application gradually becomes a personal digital store.
Speed of a repeat order
Imagine two situations.
Option 1
Google → search → website → menu → category → product → cart → address → payment.
Option 2
Application → repeat previous order → payment.
The second scenario is significantly shorter.
The fewer barriers, the easier it is for the client to make a repeat purchase.
App and average check
A mobile application can also help increase the average order amount.
For example, in a product card you can show:
“Add a drink?”
“Try a new item.”
“With this product people often order…”
Biksico provides suggestions of additional products in product cards of the mobile application.
This is a simple cross-sell mechanic.
An app should not be a copy of the website
A website and a mobile application can have a shared catalog.
But usage scenarios may differ.
Website:
acquaintance → search → first purchase.
Application:
quick access → personalization → loyalty → repeat purchase.
That is why a website and a mobile product can perfectly complement each other.
A ready-made app instead of multi-month development
An individual mobile app can be an expensive project.
You need to create:
Biksico uses a different model.
A ready-made mobile product is provided on a subscription basis, so the business does not need to pay for the entire development at once.
This makes its own application more accessible for small and medium-sized businesses.
Who needs a mobile application?
It can give the greatest benefit to a business with regular purchases:
The more often a client interacts with the brand, the more value a permanent mobile channel has.
The owner also gets mobility
A mobile channel is needed not only by the buyer.
A business owner can also work with mobile tools.
Biksico provides an owner’s mobile application through which you can manage the catalog, orders, analytics, reviews and communication.
This is especially useful for entrepreneurs who do not want to constantly sit at a computer.
Website + app = full digital cycle
The most interesting model looks like this:
advertising → website → first order → mobile application → push → loyalty → repeat order.
The website helps attract.
The application helps retain.
CRM helps work with data.
And the loyalty program stimulates a repeat purchase.
That is why Biksico offers not only a separate Mobile App, but also a comprehensive Site + Mobile App.
Conclusion
A mobile application is not a magic button that automatically increases sales.
Its value appears when the business correctly uses its capabilities:
For a company with a large number of regular clients its own application can become one of the most important retention channels.
And the rental model allows obtaining such a tool without a large one-time investment.
You can learn more about the ready-made Biksico mobile application on the service page.
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