tag:www.econsultancy.com,2008:/topics/native-apps Latest Native Apps content from Econsultancy 2018-03-14T09:30:00+00:00 tag:www.econsultancy.com,2008:BlogPost/69866 2018-03-14T09:30:00+00:00 2018-03-14T09:30:00+00:00 How UX makes Cookpad's app the best antidote to Instagram for foodies Nikki Gilliland <p>So, what makes it different, and is its app any good? Here are a few key points to appreciate.</p> <h3>The antidote to instagram</h3> <p>The most unique thing about Cookpad is its emphasis on homemade, everyday food. Unlike Instagram - where picture-perfect, <a href="https://econsultancy.com/blog/69846-celebrity-chefs-and-their-instagram-strategies-more-than-just-food-porn/" target="_blank">chef-style food</a> reigns supreme – much of the food on Cookpad looks decidedly unsophisticated. </p> <p>However, that’s exactly the point. Cookpad is purposely designed to be accessible, giving all kinds of people a place to find and share the food they love to eat. This means there’s no professional recipe photos – it’s up to users how slick or polished they want to make their food look.</p> <p>My overriding impression when first browsing through the app was that it feels refreshing to see photos of recipes that actually look like they’re achievable. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/whatsfordinner?src=hash&amp;ref_src=twsrc%5Etfw">#whatsfordinner</a> ? How about this zesty couscous recipe <a href="https://t.co/3gXfPtn4tE">https://t.co/3gXfPtn4tE</a> Looks delicious and tastes even better! <a href="https://twitter.com/hashtag/homecooking?src=hash&amp;ref_src=twsrc%5Etfw">#homecooking</a> <a href="https://t.co/gqIzrUPB2r">pic.twitter.com/gqIzrUPB2r</a></p> — Cookpad UK (@Cookpad_UK) <a href="https://twitter.com/Cookpad_UK/status/970959587653357568?ref_src=twsrc%5Etfw">March 6, 2018</a> </blockquote> <p>The company originally started as a way to celebrate the beauty of homemade food, as well as to give those looking after Japanese homesteads the opportunity to connect and integrate with others in society. This feeds in to the chat element of the platform - more on that and other notable features later.</p> <h3>Search and discover  </h3> <p>So, what sets CookPad apart from other recipe-sharing sites like MyDish, or even BBC Good Food? </p> <p>It’s clear that there is a strong focus on technology, with CookPad creating a website and app that’s both easy and fun to use. There are no bells and whistles when it comes to branding. In fact, there’s very little instruction or copy involved in the app, meaning it’s hard to gain any sense of the brand’s tone of voice. </p> <p>This doesn’t really matter, however, as the focus is very much on slick search and discoverable user-generated content. Users can find recipes by searching via meal type (i.e breakfast) or by specific ingredients. </p> <p>There are a few extra touches which make search particularly good, such as recommended searches and the top 10 searches made in the last hour. This adds to the community-feel of the platform, helping users to discover what others are cooking and eating. It also guides users in-the-moment, tackling that ever-so-relatable question of ‘what should I cook for dinner?’</p> <p><img src="https://assets.econsultancy.com/images/0009/2891/top_searches.PNG" alt="" width="300" height="533"></p> <p>If you don’t want to hunt down a specific recipe, the app is also well-designed to make browsing enjoyable. There’s a ‘trending’ timeline, as well a ‘nearby’ option so that you can discover what people are cooking around you.</p> <p>Lastly, another feature that significantly enhances search is the ability to look for a recipe containing multiple ingredients. For example, if you already have salmon, garlic, and ginger – you can search for a recipe that is guaranteed to incorporate all three. Handy.</p> <p><img src="https://assets.econsultancy.com/images/0009/2895/suggested_search.PNG" alt="" width="300" height="533"></p> <h3>Gamification elements</h3> <p>As well as discovering other people’s recipes, CookPad makes it super-easy for users to share their own. There’s no complicated sign-up process involved – you can log-in via Facebook or Google. The ‘write a recipe’ button is also front and centre, nicely prompting users to click-through to the share.</p> <p>CookPad makes the process as intuitive as possible, integrating micro-copy into various sections to guide users along.</p> <p><img src="https://assets.econsultancy.com/images/0009/2898/write_recipe.PNG" alt="" width="300" height="533"></p> <p>Unlike a lot of similar platforms, CookPad doesn’t only allow written reviews. Instead, users can leave ‘cooksnaps’, which is a photo of the final meal.</p> <p>This acts as social proof – giving others an indication of the quality of the recipe and how it might turn out – but it also adds a gamification element. As well as cooksnaps acting as a reward or sense of gratification for the person who has posted it, it also increases their visibility on the platform and the likelihood that they will ‘trend’. </p> <p><img src="https://assets.econsultancy.com/images/0009/2893/cooksnap_2.PNG" alt="" width="300" height="533"></p> <p>With each user getting their own ‘stats’ sections, which nicely collates information on how recipes are performing, it’s clear that CookPad is keen to encourage a bit of competition to keep users engaged. </p> <p><img src="https://assets.econsultancy.com/images/0009/2894/stats.PNG" alt="" width="300" height="533"></p> <h3>Image recognition</h3> <p>Another good thing about Cookpad is that users can simply use it for organisational purposes if they wish. By clicking on the top-right menu, you can see a list of all the recipes you have bookmarked, as well as ones you have posted.</p> <p><img src="https://assets.econsultancy.com/images/0009/2892/your_recipes.PNG" alt="" width="300" height="533"></p> <p>The app also automatically scans and syncs all cooking or food photos that are stored in your phone’s camera roll, making it super quick and easy to find and upload pics. </p> <p>While this is quite a simple feature, it massively elevates the user experience, taking away the hassle of manually searching through photos to find the right one.   </p> <h3>What about the chat?</h3> <p>Though it’s largely a recipe-sharing app, CookPad does also include social-networking elements found on other platforms like Facebook and Instagram. Users can follow others, as well as message anyone using the app (by simply searching their name).</p> <p><img src="https://assets.econsultancy.com/images/0009/2897/chat.PNG" alt="" width="300" height="533"></p> <p>The latter feature might come in handy if you want to ask a person a question about a recipe, or if friends and family also use the app. However, it’s hard to imagine the chat features are a big draw for many users, providing an added bit of convenience rather improving its core functionality. </p> <h3>In conclusion…</h3> <p>I didn’t expect too much from CookPad. Being a bit of a lazy cook myself, I often find searching for recipes a bit of a chore. Surprisingly, I found myself browsing tons of recipes on CookPad, instinctively exploring the app with interest. </p> <p>This is largely due to its excellent search and navigation features, coupled with the authentic nature of the content. Whether you want to use a specific ingredient or need to find diet-based recipes – it’s quick and easy to find what you’re looking for. This also makes the experience of sharing recipes feel much more natural too. Unlike Instagram, where posts are heavily edited and curated, you can tell that people upload on-the-go after making a particularly delicious meal.</p> <p>Maybe I'll be inspired to share my own creations...</p> <p><img src="https://assets.econsultancy.com/images/0009/2896/breakfast.PNG" alt="" width="300" height="533"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69389-five-innovative-examples-of-food-drink-brand-experiences">Five innovative examples of food &amp; drink brand experiences</a></li> <li><a href="https://econsultancy.com/blog/68697-four-food-brands-with-delicious-copywriting">Four food brands with delicious copywriting</a></li> <li><a href="https://www.econsultancy.com/blog/69755-a-day-in-the-life-of-head-of-growth-at-a-food-delivery-startup" target="_blank">A day in the life of... Head of Growth at a food delivery startup</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69827 2018-02-27T09:11:10+00:00 2018-02-27T09:11:10+00:00 Push notifications are rising: Here's four examples of brands using them well Nikki Gilliland <p>Another study by Urban Airship shows there was a 16% increase in opt-ins in 2017. What’s more, it seems that those who choose to opt-in are more likely to stay engaged and loyal, with opted-in users being retained at nearly <a href="https://www.urbanairship.com/blog/7-mobile-engagement-statistics-that-show-how-push-notifications-boost-roi" target="_blank">twice the rate</a> of those who are not.</p> <p>So, who is using them well, and to what ends?</p> <h3>Enhancing personalisation - Sephora</h3> <p>One way to increase the value of push notifications is <a href="https://econsultancy.com/blog/67891-personalisation-can-lift-push-notification-open-rates-by-up-to-800-study" target="_blank">through personalisation</a>, with many brands taking the opportunity to deliver relevant and timely messages to consumers. Beauty brand Sephora is one good example of this, sending notifications to remind users of items they have browsed but not bought, as well as messages about events or special offers in nearby stores. </p> <p><img src="https://assets.econsultancy.com/images/0009/2510/Sephora_notification.JPG" alt="" width="330" height="658"></p> <p>Similarly, Brazilian ecommerce company Dinda uses push notifications to help acquire new users as well as retain existing ones. It will send messages about specific items to consumers that have previously expressed interest. It’ll also increase the amount of push notifications to users who are at a higher risk of churn. The tactics have reportedly led to increased revenue from the Dinda mobile app, 60% higher than desktop website purchases. </p> <p>By ensuring that messages always include a personal element - whether location based or influenced by app browse behaviour - notifications can have a big impact, theoretically leading to an increase in sales.</p> <h3>Establishing tone of voice - Chubbies</h3> <p>It’s easy to automatically think of push notifications in relation to ROI, with some brands being guilty of solely using them to drive sales rather than engagement. As a result, tone of voice can go out of the window, with messaging taking on an overly-salesy or clipped manner. </p> <p>However, push notifications can play an important part of a brand’s overall image, helping to build tone of voice and strengthen connections with customers. </p> <p>US apparel brand Chubbies has utilised this power, treating push notifications rather like tweets. It sends short and funny one-liners to users, ensuring that they stand out amid other brand’s sales-driven promotions. Interestingly, the retailer takes push notifications so seriously that it reportedly employs a team of eight people to craft them, with its marketing team dedicating a large proportion of its overall efforts on delivering them.</p> <p>The strategy appears to have paid off. While the below example is undoubtedly over the top, it shows how the brand is able to continually delight users with humour, which in turn lessens the chances of annoying them with endless promotions. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">12 (13, actually) push notifications from <a href="https://twitter.com/Chubbies?ref_src=twsrc%5Etfw">@Chubbies</a> on <a href="https://twitter.com/hashtag/CyberMonday?src=hash&amp;ref_src=twsrc%5Etfw">#CyberMonday</a>. New record. Loved every one. <a href="https://twitter.com/hashtag/marketing?src=hash&amp;ref_src=twsrc%5Etfw">#marketing</a> <a href="https://twitter.com/hashtag/ios?src=hash&amp;ref_src=twsrc%5Etfw">#ios</a> <a href="https://t.co/kKwoU2I6SC">pic.twitter.com/kKwoU2I6SC</a></p> — Dave Goldstein (@AppboyDave) <a href="https://twitter.com/AppboyDave/status/672067388377079808?ref_src=twsrc%5Etfw">December 2, 2015</a> </blockquote> <h3>Real-time communication - Delta Airlines</h3> <p>As well as helping to establish tone of voice, push notifications can also be a highly effective way of <a href="https://econsultancy.com/blog/69207-how-six-travel-hospitality-brands-use-personalisation-to-enhance-the-customer-experience" target="_blank">enhancing the customer experience</a>, providing help and advice to customers in moments of need.</p> <p>The travel industry is in a particularly good position to capitalise on this, with hotels and airlines able to deliver alerts based on where the passenger is in their journey. For example, Delta Airlines sends notifications to users letting them know when their bags have been loaded onto an aircraft as well as what carousel it will be released onto at the other end.</p> <p>Most airlines also use the tool to inform passengers about delays or updates about boarding times and gates. </p> <p><img src="https://assets.econsultancy.com/images/0009/2511/delta.JPG" alt="" width="350" height="566"></p> <p>Hotels can also take advantage of the chance to make guests’ stays as seamless and hassle-free as possible. From information about local restaurants to alerts about hotel offers or potential upgrades – push notifications can help brands stay in touch with guests before, during, and after their stay, ensuring relevance every step of the way.</p> <h3>Grabbing attention with rich content - USA Today</h3> <p>Since the introduction of iOS 10, marketers no longer have to rely on short text-only notifications, with it now being possible to integrate longer descriptions as well as rich content such as images, audio, and video.</p> <p>Integrating these elements can immediately make push notifications more impactful, with the ability to ‘show rather than tell’ helping to better convey meaning. And much like how video can create better engagement than other forms of content, rich push notifications can be more effective at grabbing the user’s attention.</p> <p>An Urban Airship study <a href="https://www.urbanairship.com/company/press-releases/data-finds-pictures-boost-direct-response-rates-for-push-notifications-56-p" target="_blank">backs this up</a>. From the analysis of five million messages, it found that notifications with an embedded image generated up to a 56% higher direct open rate than those without images. In this case, a picture really is worth a thousand words, and it certainly creates food for thought for marketers across a range of industries.</p> <p>It might be as simple as adding a product image alongside a reminder or a special offer, but this extra content can immediately elevate the interaction between brand and customer. Publishers like USA Today are frequent users of rich notifications.</p> <p><img src="https://assets.econsultancy.com/images/0009/2520/Screen_Shot_2018-02-27_at_09.00.42.png" alt="PUSH" width="180"></p> <p><em><a href="https://www.slideshare.net/urbanairship/mobile-notification-best-practices">Image via Urban Airship</a></em></p> tag:www.econsultancy.com,2008:BlogPost/69821 2018-02-23T12:00:00+00:00 2018-02-23T12:00:00+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>On we go…</p> <h3>Over a third of Brits will exercise right to be forgotten</h3> <p>Ahead of GDPR regulations coming into force on May 25th, the7stars <a href="https://mediatel.co.uk/newsline/2018/02/20/gdpr-34-of-brits-will-exercise-the-right-to-be-forgotten/" target="_blank">has revealed</a> that 34% of Brits plan to exercise their right to be forgotten. This news comes from a survey of 1,000 Brits undertaken earlier this month.</p> <p>It also revealed that just 19% of companies (or one in five) feel confident that their personal data is used in the best possible way, with GDPR prompting a further 58% to question how much data businesses hold on them. There also appears to be a lack of knowledge about the changes being ushered in by the regulation, with just 27% of respondents agreeing that they have an understanding of what GDPR is and how it affects them.</p> <p>Finally, despite general concerns, the study still found a sense of positivity about GDPR. 58% of respondents think the regulation is a positive step towards protecting their data and privacy. Similarly, 32% of customers say they will trust brands more with their data as a result.</p> <p><strong>For lots more on this topic, check out our <a href="https://econsultancy.com/hello/gdpr-for-marketers/" target="_blank">GDPR hub</a></strong></p> <h3>Strong subscriber engagement results in less delivered spam</h3> <p>Return Path’s <a href="https://returnpath.com/downloads/2018-hidden-metrics-email-deliverability/?sfdc=701370000006SvK" target="_blank">latest research</a> has revealed that email senders with strong subscriber engagement tend to see less email delivered to spam folders. The report contains analysis of more than 5.5 billion commercial emails sent in 2017.</p> <p>It states that, for the second consecutive year, overall spam placement increased, rising from 12.5% in 2016 to 13.5% in 2017. However, this increase is offset by the fact that consumers are now more likely to rescue wanted mail from the spam folder.</p> <p>Elsewhere, the amount of email delivered to the spam folder varied by industry, from just 3.5% for distribution and manufacturing to 23.7% for education, non-profit, and government senders.</p> <p>Subscribers also read email at a slightly lower rate than last year, but mail that is deleted before reading was also slightly less common than a year ago, falling to 11.9% in 2017 from 12.5% in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0009/2430/return_path.JPG" alt="" width="780" height="511"></p> <p><strong>More on email marketing:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69813-the-six-challenges-every-email-marketer-must-face" target="_blank">The six challenges every email marketer must face</a></li> <li><a href="https://econsultancy.com/blog/69688-email-trends-in-2018-what-do-the-experts-predict" target="_blank">Email trends in 2018: What do the experts predict?</a></li> <li><a href="https://www.econsultancy.com/blog/69733-how-consumer-tech-habits-could-be-impacting-email-success" target="_blank">How consumer tech habits could be impacting email success</a></li> </ul> <h3>Out of home investment leads to success</h3> <p>According to Warc’s latest edition of its <a href="https://content.warc.com/read-warc-data-global-ad-trends-report-excerpt-february-2018" target="_blank">Global Ad Trends report,</a> which comes from data across 96 countries and findings from 12 key ad markets, investment in out of home marketing is paying off for brands.</p> <p>It suggests that successful brands allocate 13% of their media budgets to out of home advertising. Meanwhile, the cost per thousand 'impressions' (CPM) for billboards is typically below the all media average, which is why brands with low to medium budget also tend to allocate the highest proportions towards out of home.</p> <p>The report also states that the biggest OOH spenders are government and non-profit campaigns, committing an average of 26% of total budgeted spend. Meanwhile, alcoholic drinks brands committed 6% of budget and retail brands committed 14%.</p> <p><strong>More on OOH:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69100-six-clever-examples-of-what-dynamic-outdoor-advertising-can-do" target="_blank">Six clever examples of what dynamic outdoor advertising can do</a></li> <li><a href="https://www.econsultancy.com/blog/69491-why-digital-out-of-home-advertising-is-not-really-digital-yet" target="_blank">Why digital out-of-home advertising is not really digital (yet)</a></li> </ul> <h3>Retailers with shopping apps see 50% of online sales take place on mobile</h3> <p>Criteo’s <a href="https://criteo-2421.docs.contently.com/v/global-commerce-review-q4-2017-united-kingdom-en" target="_blank">Q4 Global Commerce Report</a> suggests that mobile apps are continuing to drive purchases, as it reveals that retailers who operate a shopping app see 50% of online sales take place on mobile. The report is made up of purchasing data from over 5,000 retailers in 80 countries.</p> <p>It seems that the UK is way ahead of the rest of Europe for mobile shopping. Even when apps are excluded, mobile devices are said to account for 53% of online transactions in the UK, compared to 40% in Europe overall.</p> <p>Apps are key, however, as European retailers who operate a shopping app see 54% of sales take place in-app as opposed to on mobile web, while globally, omnichannel customers are generating seven times more value per shopper than offline-only customers.</p> <p>In the UK, fashion, luxury, health and beauty have seen the most dramatic rise in UK mobile sales, generating 56% year-on-year. </p> <p><img src="https://assets.econsultancy.com/images/0009/2432/Criteo.JPG" alt="" width="706" height="412"></p> <p><strong>More on retail apps:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69589-are-retail-brands-ditching-mobile-apps-a-look-at-some-stats-case-studies" target="_blank">Are retail brands ditching mobile apps? A look at some stats &amp; case studies</a></li> <li><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">Five new and innovative examples of augmented reality in retail apps</a></li> </ul> <h3>‘Creepy’ personalisation leads consumers to look elsewhere</h3> <p>InMoment’s <a href="https://get.inmoment.com/2018-cx-trends-report/?utm_source=press%20release&amp;utm_campaign=CXTrends2018" target="_blank">2018 CX Trends Report</a> suggests that brands run the risk of losing customers from ‘creepy’ forms of personalisation. From a survey of 1,000 brands and 2,000 consumers in the US, 75% of respondents said they find most forms of personalisation at least somewhat creepy, while 22% said they would look for an alternative brand after a creepy experience.</p> <p>The report also suggests that the biggest offenders when it comes to creepy marketing tactics are banks – 56% of millennials report having an experience that felt creepy. Meanwhile, 52% said the same about healthcare companies, and 51% said it about technology brands.</p> <p>Lastly, it seems even brands themselves are aware of the dangers – 40% of the brands surveyed admit that their marketing can come across as <em>too</em> personal.  </p> <p><img src="https://assets.econsultancy.com/images/0009/2433/creepy.JPG" alt="" width="652" height="340"></p> <p><strong>More on personalisation &amp; CX:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69360-how-to-build-a-personalisation-strategy-for-your-content-website" target="_blank">How to build a personalisation strategy for your content website</a></li> <li><a href="https://www.econsultancy.com/blog/69269-17-stats-that-show-why-cx-is-so-important" target="_blank">17 stats that show why CX is so important</a></li> <li><a href="https://econsultancy.com/blog/69576-river-island-s-head-of-customer-experience-on-the-brand-s-cx-strategy" target="_blank">River Island's head of customer experience on the brand's CX strategy</a></li> </ul> <h3>Replying to online reviews can boost overall ratings</h3> <p>A <a href="https://hbr.org/2018/02/study-replying-to-customer-reviews-results-in-better-ratings" target="_blank">new study</a> highlighted in Harvard Business Review suggests that replying to online reviews can boost overall ratings. </p> <p>From the analysis of tens of thousands of hotel reviews and responses on TripAdvisor, it found that hotels who respond receive 12% more reviews, while their ratings increase by an average of 0.12 stars. This might sound like a miniscule increase, however, as TripAdvisor rounds average ratings to the nearest half, even small changes can impact overall scores. </p> <p>The study also found that, if hotels typically reply to comments, users are less likely to leave short and negative reviews (to avoid awkward interactions with hotel management).</p> <p><strong>More on online reviews:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69220-who-should-own-customer-reviews-in-your-organisation" target="_blank">Who should own customer reviews in your organisation?</a></li> <li><a href="https://econsultancy.com/blog/69227-how-to-attract-lots-of-quality-online-reviews-to-your-ecommerce-store" target="_blank">How to attract lots of quality online reviews to your ecommerce store</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69818 2018-02-22T09:50:26+00:00 2018-02-22T09:50:26+00:00 Six of the latest brands using VR technology Nikki Gilliland <p>However, there are some encouraging signs. <a href="https://yougov.co.uk/news/2017/05/19/vr-headsets-more-popular-tablets-and-wearables-wer/" target="_blank">Research suggests</a> that virtual reality headsets are more popular than tablets and wearables were at the same stage of development, while global revenue for AR and VR is <a href="https://www.idc.com/getdoc.jsp?containerId=prUS42331217" target="_blank">predicted to reach $143 billion</a> by 2020.</p> <p>Recently, we’ve also seen a number of brands focus on VR, integrating the tech into apps and marketing campaigns. Here’s a round-up of a few of the most innovative examples.</p> <h3>Greenpeace</h3> <p><a href="https://www.facebook.com/iq/articles/shifts-for-2020-multisensory-multipliers" target="_blank">According to Facebook</a>, 48% of people who view charity content in VR are likely to donate to the cause they experience. This is because of the tool’s ability to create empathy, by transporting users to another world, and by placing them in someone else’s shoes. Other research backs this up - a 2017 Nielsen study found that 84% of VR viewers demonstrated brand recall, compared with only 53% of those who viewed standard video advertising.</p> <p>Greenpeace is one charity to capitalise on this power, using VR headsets at events like Glastonbury to encourage charity sign-ups. It has also released the Greenpeace VR Explorer app, which allows users to immerse themselves in far-flung locations like the Amazon rainforest or the Arctic.</p> <p><img src="https://assets.econsultancy.com/images/0009/2413/greenpeace.JPG" alt="" width="760" height="416"> </p> <p>This has been particularly helpful for Greenpeace, as it works to protect places that people are rarely able to visit in person. As a result, the VR experience brings supporters closer, helping to forge more of a connection between the money they donate and the work done to protect the environment.</p> <h3>Velux</h3> <p>Velux, a company that specialises in roof windows and skylights, recently launched the MyDaylight app to help customers visualise the benefits of an installation in their own home.</p> <p>It lets users design a room by easily inputting dimensions such as roof height and ceiling pitch, before customising with windows, skylights, and decorative finishes. The app then generates a digital simulation of the final result which can be viewed in 360 degrees, or with the use of a headset, in virtual reality.</p> <p><img src="https://assets.econsultancy.com/images/0009/2410/mydaylight.JPG" alt="" width="391" height="629"></p> <p>While we’ve previously seen home décor brands experiment with AR to help consumers visualise design – Ikea Place is one of the biggest – this is one of the first times a brand has used VR to create a fully immersive experience.</p> <p>With home improvements typically taking more time and deliberation (and therefore a longer journey to purchase), the MyDaylight app is a good example of how to utilise the technology to guide decision-making as well as inspiration. </p> <p><img src="https://assets.econsultancy.com/images/0009/2411/mydaylight_2.JPG" alt="" width="399" height="694"></p> <h3>Lowes</h3> <p>Lowes is another home improvement brand to experiment with VR technology, having introduced a VR experience in select US stores last year.</p> <p>The idea behind ‘Holoroom How To’ is to provide customers with immersive training so that they feel confident in undertaking tricky DIY projects. When customers put on the headset, for example, they will be given instructions on how to complete a task, such as tiling a wall or putting up a shelf.</p> <p><iframe src="https://www.youtube.com/embed/OIYItG1RKuI?wmode=transparent" width="640" height="360"></iframe></p> <p>As well as educating customers, the aim for Lowes is to prompt customers to scale up DIY and carry out projects they might have previously felt were too difficult or complicated.</p> <p>With other initiatives such as the ‘Vision’ AR app and ‘Measured by Lowes’, the brand’s dedication to innovation is evident – it was also recently named the number one most innovative company in AR/VR by Fast Company.</p> <h3>Alzheimer’s Research UK</h3> <p>Alzheimer’s Research UK is another charity, like Greenpeace, using virtual reality, this time to help break down common assumptions and increase understanding about dementia.</p> <p>Many people assume the disease only affects the aged, with memory loss being the main and only symptom. However, the reality is often very different, with various forms of dementia resulting in a wide range of hugely challenging symptoms.</p> <p><iframe src="https://www.youtube.com/embed/dm8IwDoOXiQ?wmode=transparent" width="640" height="360"></iframe></p> <p>The ’Walk Through Dementia’ app – which works in conjunction with Google Cardboard – allows users to experience everyday scenarios, such as being at the supermarket, while suffering symptoms of the disease.</p> <p>From sensory overload to changes in food preferences, the app effectively highlights the reality of what it is like to live with dementia. In turn, it has created a powerful way to connect with supporters of the charity as well as encourage new people to join and offer help.</p> <h3>New York Times</h3> <p>Publishers and journalists can also benefit from virtual reality’s ability to create a sense of place. The New York Times is particularly skilled at integrating the technology into its reporting, specifically to enhance stories where location is key.</p> <p>In 2015, it launched the NYT VR app in conjunction with Displaced – a VR film about three children displaced by war. Through VR, viewers can experience what it’s like to be inside a refugee camp, from the viewpoint of those affected.</p> <p><iframe src="https://www.youtube.com/embed/ecavbpCuvkI?wmode=transparent" width="640" height="360"></iframe></p> <p>Since Displaced, the New York Times has gone on to publish more than 20 VR films, and more recently, it has launched the Daily 360 – a series of VR or 360-degree video filmed from a different location in the world every day. </p> <p><img src="https://assets.econsultancy.com/images/0009/2414/NYT.JPG" alt="" width="650" height="542"></p> <p>The power of virtual reality for journalism is being recognised elsewhere too. The Guardian also has its own app specifically for VR stories, as does broadcaster ARTE (which also created the award-winning VR film, Notes on Blindness.)</p> <h3>NBC</h3> <p>The Winter Olympics is an exciting spectacle even on bog-standard television, but this year, NBC is aiming to make it even more so by broadcasting it in full virtual reality.</p> <p>Compatible with headsets including Gear VR, Google Daydream/Cardboard, and Windows Mixed Reality – the NBC Sports VR app allows viewers to become fully immersed in sports such as ski jumping and speed skating.</p> <p><img src="https://assets.econsultancy.com/images/0009/2415/nbc_vr.JPG" alt="" width="780" height="356"></p> <p>Interestingly, <a href="https://www.engadget.com/2018/02/20/nbc-winter-olympics-2018-vr-review/" target="_blank">some have bemoaned</a> the technology as being glitchy and frustrating to use, even labelling it as a gimmick. That being said, it still marks a change in the way consumers are starting to view VR. </p> <p>According to a <a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">recent study</a>, 30% of consumers are predicted to start watching TV via VR headsets in the next few years. So, with mass-media broadcasters like NBC paving the way, it might not be too long before we see fewer sales of big-screen TV’s, and even more VR headsets.</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">Five new and innovative examples of augmented reality in retail apps</a></em></li> <li><em><a href="https://econsultancy.com/blog/69243-is-it-time-to-put-the-kibosh-on-the-vr-hype" target="_blank">Is it time to put the kibosh on the VR hype?</a></em></li> <li><em><a href="https://econsultancy.com/blog/69093-how-wah-nails-is-using-vr-to-enhance-the-salon-experience" target="_blank">How WAH Nails is using VR to enhance the salon experience</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69718 2018-01-15T13:00:00+00:00 2018-01-15T13:00:00+00:00 What’s next for WeChat in 2018? Nikki Gilliland <p><a href="https://www.econsultancy.com/blog/68836-eight-western-brands-running-innovative-campaigns-on-china-s-wechat" target="_blank">For brands</a>, it has resulted in a huge opportunity to communicate directly with consumers, not just advertise to them. By creating their own mini sites within the app, brands ranging from Burberry to Uniqlo have been able to successfully engage WeChat’s ecommerce-hungry audience.</p> <p>Meanwhile, WePay – the app’s payment system – has ensured users remain ever-more loyal. With the equivalent of $1.2 trillion being sent in 2016, the feature has revolutionised the way Chinese consumers pay. When you add in other features like low-cost calls, mini programs (apps that do not have to be downloaded separately), and the social ‘moments’ – it’s clear why consumers might not feel the need to look elsewhere.</p> <p>So, how is WeChat planning on keeping its 900m strong user base happy? Here’s a run-down of some of the newest features on the app, plus indication of where it might be heading in the near future. </p> <p>You can also read more about the topic in Econsultancy’s <a href="https://econsultancy.com/reports/understanding-wechat-an-overview-of-china-s-social-payment-and-messaging-giant/" target="_blank">Understanding WeChat</a> report.</p> <h3>Integrated AR</h3> <p>We’ve already seen Tencent (owner of WeChat) setting its sights on the world of virtual and augmented reality, with streamed VR concerts and investment in the development of headsets. </p> <p>More recently, however, it announced a new intention to bring this technology into WeChat with QAR - an open AR platform for third-party developers.  </p> <p>There’ll be no headsets involved, as it is aiming to make detailed objects look realistic on smartphones through 3D rendering. It’s also been reported that Tencent is developing simultaneous localisation and mapping (SLAM) technology, which will be able to calculate the position of virtual objects relative to their environment.</p> <p>Perhaps this new investment is a reaction to WeChat’s mobile payments rival, Alibaba, bringing an <a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">AR-element</a> to its last hongbao campaign (the tradition of giving cash in red envelopes to celebrate the Lunar New Year). In the same fashion as Pokémon Go, it allowed users to collect virtual red envelopes left in various real-life locations. </p> <p>However, while Tencent did launch a similar hongbao promotion on its QQ Messenger service, WeChat still <a href="https://technode.com/2017/02/02/alipays-ar-powered-lucky-money-promotion-couldnt-beat-wechats-hongbao-feature/" target="_blank">won the battle</a> against Alibaba in terms of red envelopes sent. If AR is added into the mix in future, it’s easy to see how WeChat might further increase its domination of this popular event – and draw in even more users with the promise of more interactive in-app technology.</p> <p><img src="https://assets.econsultancy.com/images/0009/1672/WeChat_hongbao.JPG" alt="" width="496" height="440"></p> <p><em>(Image via <a href="http://www.digitalstrategyconsulting.com/netimperative/news/2015/02/wechat_users_sends_1bn_virtual_red_envelopes_for_chinese_new_year.php" target="_blank">Digital Strategy Consulting</a>)</em></p> <h3>International expansion?</h3> <p>Previously, WeChat’s attempts to expand to other markets have proved less successful than hoped. With widespread <a href="https://econsultancy.com/blog/69046-has-wechat-beaten-facebook-to-the-enterprise" target="_blank">adoption of Facebook</a> Messenger and Whatsapp in countries including the US, South Africa, Argentina and Italy – WeChat’s late entry into the market has somewhat hindered its progress. </p> <p>Similarly, with a lack of localisation and the absence of many integrated features that make it so popular in China, it has failed to catch the imagination of consumers. </p> <p>Nevertheless, WebChat is ploughing on, recently changing its globalisation strategy to focus on forming new partnerships with businesses rather than acquiring new users. What’s more, it is hoping to drive interest by partnering with firms to allow WeChat Pay in other markets. </p> <p>Most significantly perhaps, it has rolled out its full WeChat ecosystem in Malaysia, meaning locals can link their bank accounts to WeChat Pay. With previous limitations on localised services, this could generate greater usage of other features within the app including booking appointments, taxis and so on, perhaps then leading to greater expansion elsewhere. It also means that Chinese travellers can avoid cash payments, and if this is replicated in other markets, will potentially make the app more travel-friendly.</p> <p><img src="https://assets.econsultancy.com/images/0009/1616/wechat_pay.JPG" alt="" width="650" height="494"></p> <p><em>(Image via <a href="http://says.com/my/tech/wechat-pay-is-coming-to-malaysia" target="_blank">Says.com</a>)</em></p> <h3>Finding mini programs nearby</h3> <p>Since January last year, mini programs (or embedded apps) have allowed brands from a variety of industries to reach consumers more easily. Without the need to download a separate app, mini programs are faster and less data-heavy, allowing users to do everything from order food to translate language without ever leaving WeChat. </p> <p>Recently, Tencent introduced a new feature to allow for the bidding of ad space in the ‘Mini Programs Nearby’ list. Essentially, this means that users are provided with a list of mini programs based on their location, age, gender, and other metrics.</p> <p>For ecommerce brands, the opportunity to deliver relevant and personalised communication is an undoubtedly enticing prospect – as is the chance to connect users with hyper-local offline experiences. Mini programs are designed to be unobtrusive, as they only appear when the service in question is required. For example, bike sharing brand Mobike allows users to rent a bike (via the mini program) by scanning a QR code at a pick-up point.</p> <p>Instead of having to download an existing app, it means that users can naturally discover and interact with brands in real-time.</p> <p><img src="https://assets.econsultancy.com/images/0009/1673/mobike.JPG" alt="" width="680" height="586"></p> <p><em>(Image via <a href="https://chinachannel.co/use-wechat-mini-programs/" target="_blank">China Channel</a>)</em></p> <h3>Digital ID </h3> <p>Finally, WeChat has also launched a new pilot program for a digital ID, initially rolled out in the Nansha district in Guangzhou before expanding elsewhere. It means that citizens will be able to link their national identity to WeChat via facial recognition, which users can then display on their smartphones. </p> <p>With ID cards typically required for everything from buying train tickets to booking a hotel in China, the option of a digital version takes away the need to carry around physical cards. </p> <p>Furthermore, it is likely to further integrate WeChat into the habits of users’ everyday lives – further cementing its status as the ultimate ‘app for everything’.</p> <p><img src="https://assets.econsultancy.com/images/0009/1618/wechat_ID.JPG" alt="" width="600" height="392"></p> <p><em>(Image via <a href="http://www.chinadaily.com.cn/a/201712/27/WS5a435749a31008cf16da3caa.html" target="_blank">China Daily</a>)</em></p> <p><em><strong>Don't forget, subscribers can download <a href="https://econsultancy.com/reports/understanding-wechat-an-overview-of-china-s-social-payment-and-messaging-giant/" target="_blank">Understanding WeChat: An Overview of China’s Social, Payment and Messaging Giant</a> now.</strong></em></p> tag:www.econsultancy.com,2008:BlogPost/69710 2018-01-15T10:45:00+00:00 2018-01-15T10:45:00+00:00 Why apps are a key part of mobile strategy for charities Nikki Gilliland <p>With mobile usage at an all-time high, charities could be losing out as a result of a lack of focus in this channel. Apps are another area that remain largely underused, with just 25% of charities accepting donations via their mobile apps. Of course, fundraising is just one benefit, alongside the potential for increased awareness, engagement, and advocacy. </p> <p>So, why exactly should charities consider investing in apps, and what does a successful one look like? </p> <p>Here’s more on the current situation, plus examples of a few charities that are leading the way when it comes to mobile.</p> <h3>Reaching a younger demographic</h3> <p>Research suggests that millennials are spending less than previous generations. However, when they do spend, this demographic is reported to favour brands that promote corporate responsibility and social good. Unsurprisingly, technology is also highly important to younger generations, with the majority preferring digital payment methods rather than cash.</p> <p>This also translates to charitable giving. According to a survey by Moneymailme, 72% of 18 to 25 year-olds would give to charity via a mobile app if they had the option to do so. Meanwhile, 62% say they would feel frustrated if they were forced to donate another way, such as with cash or via the telephone. </p> <p>The United Nations World Food Programme (WFP) is one charity that has successfully tapped into the mobile payments trend, launching its ‘Share the Meal’ app to directly fight against child hunger. </p> <p>By simply tapping in the app, users are able to donate 50 cents (or 35p), which is enough to provide a child with enough nutrition for a day. The idea is that whenever a user sits down to eat, they can quickly and easily donate and share their meal with someone in need, with the app providing a tangible and on-going way to give back.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">This <a href="https://twitter.com/hashtag/CyberMonday?src=hash&amp;ref_src=twsrc%5Etfw">#CyberMonday</a> commit to using technology for good! All it takes is the <a href="https://twitter.com/ShareTheMealorg?ref_src=twsrc%5Etfw">@sharethemealorg</a> app, $0.50, and a tap on your smartphone to feed 1 child for 1 day. <a href="https://t.co/X1vV9sladC">https://t.co/X1vV9sladC</a> <a href="https://t.co/c8ZeR7rqTB">pic.twitter.com/c8ZeR7rqTB</a></p> — ShareTheMeal (@ShareTheMealorg) <a href="https://twitter.com/ShareTheMealorg/status/935129867133358085?ref_src=twsrc%5Etfw">November 27, 2017</a> </blockquote> <p>While younger generations clearly value this kind of payment technology, not everyone will appreciate the hassle of downloading an app just to make a donation. Charities need to ensure that the option is there across all channels, with an app perhaps serving as a way to access complementary and additional features like the ability to track donations or have greater control over giving.</p> <h3><strong>Tapping into user need</strong></h3> <p>While fast and easy donations are an obvious benefit of mobile apps, this is not the only reason charities should think about developing one. Regardless of industry, apps can provide consumers with a more meaningful brand experience, with rich and engaging content helping to inform, educate, and even entertain users.</p> <p>For charities, the key is to create an app that will solve a specific problem or provide a relevant service for the user. After all, charities provide value in different ways. One person might look to a charity for advice on their own fundraising, for example, while another might be an end user looking for help and advice about a difficult issue in their life.</p> <p>When it comes to developing an app (or multiple apps), charities must figure out how to address specific needs – or separate the most pressing. One example of an app that effectively does this is NSPCC’s ‘Net Aware’, which helps parents navigate the confusing world of social media and how it could potentially affect their children. The app’s core aim is to educate, providing a safety guide on the various sites, games, and social media apps for young people. As well as reviews, the app provides parents with information on privacy setting and blocking, plus news and developments on emerging or concerning sites.  </p> <p><img src="https://assets.econsultancy.com/images/0009/1538/net_aware.JPG" alt="" width="600" height="507"></p> <p>By tapping into a specific problem, the NSPCC is able to instil awareness in a target audience, and by providing relevant and helpful information, it could also increase general support and loyalty to the charity. </p> <h3>Assisting fundraisers</h3> <p>Alongside driving direct and one-off donations, apps can also be a helpful companion for charity supporters during longer-term fundraising initiatives.</p> <p>The JustGiving app is a good example of this, allowing users to enhance their fundraising efforts on-the-go. According to the charity, users are likely to raise 6% more if they post updates to their page. The app makes this easier to do, meaning there is certainly incentive for people to download.</p> <p><img src="https://assets.econsultancy.com/images/0009/1537/Justgiving.JPG" alt="" width="380" height="677"></p> <p>Similarly, it also allows users to find friends on social media, as well as discover other charities and directly donate via the app.</p> <p>An even better example of an app assisting fundraisers is Team NSPCC, which is specifically designed to help London marathon runners. As well as tracking elements, it also places a big focus on additional help and advice. Users can discover ideas for fundraising both on and offline, as well as chat with other runners to share tips.</p> <p><img src="https://assets.econsultancy.com/images/0009/1536/team_nspcc.JPG" alt="" width="660" height="560"></p> <h3>Building a virtuous cycle</h3> <p>One of the biggest barriers for charities is consumer worry about where money is going – as well as anxiety about being committed to regular payments (and being unable to stop it).</p> <p>One of the most effective marketing tactics by charities is to demonstrate value, instilling the feel-good factor in consumers by highlighting the impact of their input. </p> <p>With the ability to integrate personalisation and tailored elements, an app can be an effective way to do this. The My Oxfam app is a good example, providing users with lots of information about the people that have and continue to benefit from donations. It also allows users to control the amount they give with a simple swipe, and finally, there is also a real-time element, alerting users to current and on-going crises (along with the option to provide support).</p> <p>Overall, this helps to reassure users and build trust in the charity, with the technology also serving to forge a personal connection.</p> <p><img src="https://assets.econsultancy.com/images/0009/1535/myoxfam.JPG" alt="" width="730" height="411"></p> <h3>Tips for success</h3> <p>So, what’s the difference between success and failure for charity apps? Here are a few key takeaways:</p> <h4>Relevance</h4> <p>Charity apps should be built around the user need – not simply the ability to donate money. Whether it’s fundraising ideas, help and advice, or storytelling, it is vital that charities provide some kind of additional value to encourage users to regularly engage with the app.</p> <h4>Ease of use</h4> <p>It’s pretty self-explanatory, but if a mobile or desktop site is easier to use, an app is unlikely to succeed. It should always offer users an incentive or reason to choose it over another channel, for example, fast and easy access, greater personalisation or richer content.</p> <h4>An ongoing journey</h4> <p>Unlike ecommerce apps, which entice shoppers back with the promise of new products or offers, charity apps are in more danger of user apathy. This is because people could be more inclined to feel like they’ve done their bit, with no real need to continue. As a result, apps should strive to create the need for a continuing journey. This could be through post-donation communication (e.g ‘thank you’ notifications) and content.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68781-five-ways-charities-can-encourage-more-online-donations">Five ways charities can encourage more online donations</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69412-six-charities-with-excellent-online-donation-user-journeys" target="_blank">Six charities with excellent online donation user journeys</a></em></li> <li><a href="https://econsultancy.com/blog/68091-how-five-charities-are-innovating-with-contactless-payment-technology" target="_blank"><em>How five charities are innovating with contactless payment technolog</em>y</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69619 2017-11-29T09:56:22+00:00 2017-11-29T09:56:22+00:00 How publishers are using augmented reality to bring stories to life Nikki Gilliland <p>But is there a demand for AR-driven books? And what are the benefits for the brands and publishers involved? Here’s more on the story, along with a few new and innovative examples.</p> <h3>Masters of the Sun</h3> <p>Earlier this year, hip-hop group the Black-Eyed Peas teamed up with <a href="https://econsultancy.com/blog/64502-how-marvel-comics-uses-google-pinterest-instagram-and-twitter" target="_blank">Marvel</a> to release a graphic novel called Masters of the Sun. This week, a long-awaited AR app was also released to go alongside it, giving readers the chance to delve deeper into the story through animated graphics and text. </p> <p>The app also includes a musical score produced by will.i.am and Hans Zimmer (the Oscar-winning composer), plus narration by well-known stars including Jamie Foxx and Queen Latifah. </p> <p>So, does the app add real value to the actual story, or is it more of a marketing ploy – a way to generate extra revenue? There’s already been some criticism from readers about having to pay extra to download the app (as the book must be bought separately), however, this also means that the AR element does not overshadow the actual book. People can still enjoy it in print form if they wish, yet the publisher can reach a wider audience, including fans of technology as well as traditionalists.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/MOTSComic?ref_src=twsrc%5Etfw">@MOTSComic</a> The Augmented Reality experience app available now for iOS and Android! <a href="https://t.co/0ZTytNBVzT">pic.twitter.com/0ZTytNBVzT</a></p> — Masters Of The Sun (@MOTSComic) <a href="https://twitter.com/MOTSComic/status/935208522769252352?ref_src=twsrc%5Etfw">November 27, 2017</a> </blockquote> <p>In terms of the benefits for readers, I think the app will enhance elements of the story, creating a richer, more interactive and engaging experience overall. Early reviews suggest the effects are indeed impressive, and with extra features that you don’t get with the print novel (such as the musical score) there’s certainly extra enjoyment to be had. </p> <p>The use of AR in this case also seems to be a natural fit. The medium of a graphic novel is perfectly aligned to augmented reality because, unlike a traditional novel, the comic-book style animations mean it is already a highly visual experience – the addition of augmented graphics merely enhances this rather than changes it completely. </p> <p>There’s also a reason why so many comic books have been turned into movies. Perhaps unsurprisingly then, a virtual reality app for Masters of the Sun is currently said to be in the works too. By adding yet another dimension to the story, Marvel is attempting to fully immerse users into this new world, again appealing to both die-hard fans of the novel and VR-enthusiasts.</p> <p><img src="https://assets.econsultancy.com/images/0009/0779/Masters_of_the_sun.JPG" alt="" width="760" height="491"></p> <h3>Supersaurs</h3> <p>While the previous example is perhaps more suited to an older audience, Supersaurs by author Jay Burridge (and publisher Bonnier Zaffre) demonstrates how AR can be used to engage younger readers.</p> <p>Aimed at eight to 10 year olds, Supersaurs is the first book in a six-part series, set in a world where dinosaurs never died out. The app uses AR to make the dinosaurs roar and roam around, but more than this, it enables young users to actively participate in a 50-mission game that requires lateral thinking. In this sense, the AR elements enhance learning, adding value to the overall story and what readers can gain from it.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Take a further look inside the book with the free Supersaurs app....watch the magic happen <a href="https://t.co/wBf3aJQPXl">pic.twitter.com/wBf3aJQPXl</a></p> — supersaurs (@supersaurs) <a href="https://twitter.com/supersaurs/status/925681523927470080?ref_src=twsrc%5Etfw">November 1, 2017</a> </blockquote> <p>Interestingly, from a commercial perspective, the app also allows both the publisher and author to gain insight into the people buying and reading the book. The app asks for an email address when someone downloads it, meaning that it generates valuable customer data, also allowing the publisher to follow-up with marketing activity such as welcome emails and printable extras.</p> <p>With this information usually being acquired and used by retailers like Amazon or Waterstones - meaning that authors tend to have no real knowledge about who their readers are (other than feedback gathered elsewhere) – it could help to inform future projects.</p> <p>It’s also important to note that the AR app for Supersaurs is free to download, which means that readers are far more likely to get involved and appreciate the additional value.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fworldofsupersaurs%2Fvideos%2F361824867563361%2F&amp;show_text=0&amp;width=560" width="560" height="357"></iframe></p> <h3>My Very Hungry Caterpillar</h3> <p>Publishers aren’t only creating apps to be used in conjunction with existing books. After the release of ARKit for iPhone, Touch Press partnered with StoryToys to turn the classic children’s book, My Very Hungry Caterpillar, into a standalone app. </p> <p>Essentially, it is kind of like <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go" target="_blank">Pokemon Go</a> for little children. It allows users to see and interact with the caterpillar wherever they are, enabling them to feed him (and watch him grow bigger), tuck him into bed, and help him to avoid obstacles. As well as keeping kids entertained, the app also encourages aspects of development, such as nurturing skills and getting involved with nature. </p> <p><iframe src="https://www.youtube.com/embed/T9D0YcUKPOU?wmode=transparent" width="854" height="480"></iframe></p> <p>While this does mean that the AR experience bears no real relation to the book itself, it still shows how, like authors, companies are using technology to tell enhance and tell stories. </p> <p>So, could we see more publishers and brands turning beloved books into AR experiences?</p> <p>Perhaps, especially considering that there is likely to be an existing audience already invested in the story. This is the case with My Very Hungry Caterpillar, and of course, Harry Potter – which is also being turned into an AR experience by Niantic Labs (the creators of Pokemon Go).</p> <p>Naturally, the news has been met with fervent interest from loyal fans, eager to further immerse themselves in the wizarding world. The only sad thing, of course, is that this means more time spent looking at a screen and less on a printed page - but it spells great news for fans of creative technology.</p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">Five new and innovative examples of augmented reality in retail apps</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69016-why-beauty-brands-are-betting-on-augmented-reality" target="_blank">Why beauty brands are betting on augmented reality</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69013-what-do-facebook-s-new-vr-and-ar-platforms-mean-for-marketers" target="_blank">What do Facebook's new VR and AR platforms mean for marketers?</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69591 2017-11-17T15:00:00+00:00 2017-11-17T15:00:00+00:00 10 thought-provoking digital marketing stats we’ve seen this week Nikki Gilliland <p>Without further ado…</p> <h3>Half of online shoppers abandon a purchase if they don’t like the delivery options</h3> <p>MetaPack’s <a href="http://content.metapack.com/acton/media/29620/2017-state-of-ecommerce-delivery" target="_blank">latest report suggests</a> that delivery has the power to make or break the online shopping experience, often being the difference between a purchase or an abandoned basket.</p> <p>In a survey of 3577 consumers across Europe and the US, 54% of respondents said delivery defines what retailers they regularly shop with. Half of all shoppers also said they would abandon a purchase if <a href="https://www.econsultancy.com/blog/69301-how-10-online-retailers-promote-free-and-fast-shipping">delivery choices</a> were unsatisfactory, while 39% would never use an online retailer again following a negative delivery experience.</p> <p>Lastly, the report also suggests that expectations are rising, with 54% of survey respondents saying they want online retailers to offer one-hour delivery services in metropolitan areas.</p> <h3>89% of B2B businesses attribute growth to ecommerce</h3> <p>With ecommerce predicted to represent 11% of all B2B sales in the US by the end of this year, <a href="https://cloudcraze.com/resource/why-digital-will-become-the-primary-channel-for-b2b-engagement-report/" target="_blank">CloudCraze has uncovered</a> the value B2B organisations are seeing from digital and online channels.</p> <p>In a survey of more than 400 B2B decision-makers in the UK and the US, it was revealed that 48% of B2B businesses sell their full line of products online. As a result, 89% of B2B decision-makers attribute expected business growth to the success of digital commerce, and 60% indicate that the growth of digital has caused their sales team to grow along with it.</p> <p><img src="https://assets.econsultancy.com/images/0009/0533/b2b.JPG" alt="" width="313" height="420"></p> <h3>83% of 18 to 24 year olds have bought an item of physical media in the last year </h3> <p>While the success of digital services like Spotify and Netflix might suggest otherwise, new data from eBay indicates that a large percentage of consumers are choosing physical media.</p> <p>In a survey of over 2,000 consumers, eBay found that 76% of Brits have bought a book, a DVD or Blu-ray, CD, vinyl record, or video game in the last year, rising to 83% for 18 to 24 year olds or so-called ‘digital natives’.</p> <p>Insight suggests that this could be due to an increasing desire to connect with the digital world, coupled with the emotional and intellectual appeal of owning physical objects. </p> <p><img src="https://assets.econsultancy.com/images/0009/0534/physical_media.JPG" alt="" width="600" height="393"></p> <h3>CMOs overhaul digital strategy amid brand safety concerns</h3> <p>New research from Teads has revealed that concern over brand safety has risen in the path 12 months, leading many CMOs of large UK brands to make drastic changes to their digital advertising strategies.  </p> <p>In a survey of 100 leading CMOs, 83% said they have become more concerned about brand safety in the past year, with 77% more worried about ad fraud than before. As a result, 95% of CMOs say they’ve overhauled their digital strategy, demanding greater transparency from suppliers and agencies, with 44% questioning their supplier relationships and 43% scrutinising agency relationships.</p> <p>What’s more, 36% of CMOs say they have boycotted or reduced spend on channels that can’t guarantee brand safety, and 37% of CMOs say they are now directly involved in the execution of digital strategy. </p> <h3>Singles Day results in a 61% increase in mobile traffic</h3> <p>Analysis of <a href="https://www.econsultancy.com/blog/69578-what-western-brands-need-to-know-before-joining-china-s-massive-ecommerce-economy">Singles Day</a> by Qubit has revealed that this year's shopping event drew 593% more visitors from China to UK retail sites compared to an average Saturday. </p> <p>There was a 236% increase in overall traffic from Singles Day in 2016, with 59% of visitors to UK retail sites from China coming from mobile.</p> <p>However, despite this growth, just 16% of revenue came from mobile shoppers, while desktop generated 82% of total revenue.</p> <h3>Strong performance in search correlates to retail success </h3> <p><a href="https://www.pi-datametrics.com/winners-loser-retail-causation-correlation/" target="_blank">New research</a> by PI Datametrics suggests that the most successful retailers are those who consider organic performance as a key KPI.</p> <p>From analysis of the top UK retailers - including ASOS, Boohoo, and Missguided - it was revealed that the most successful all have a strategy focused on customer intent and search data. </p> <p>ASOS has the strongest share of voice overall, which perhaps correlates to it also generating the most commercial success. Last year, its revenue grew 33% to £1.88bn.</p> <p><img src="https://assets.econsultancy.com/images/0009/0536/share_of_voice.JPG" alt="" width="740" height="385"></p> <p><em>Top retailers by share of voice</em></p> <h3>Searches for GDPR rise 215%</h3> <p>According to research from i-COM, more than 3x the number of people are searching for information about the GDPR legislation than they were at this time last year.</p> <p>Searches for terms related to GDPR have risen by 215% in the past 12 months, going from 138,290 in October 2016 to 435,600 searches in October 2017.</p> <h3>Ads failing to represent diversity in Britain</h3> <p>According to <a href="http://www.the7stars.co.uk/article/state-nation-latest-qt/" target="_blank">a study</a> by the7stars, UK advertising is failing to represent the diversity of life across the UK. </p> <p>The study – which involved a survey of 1000 Brits plus face-to-face workshops – found that just 11% of people feel advertising truly reflects where they live. In contrast, 55% of respondents say that it does not, and 56% agree that the debate around diversity in advertising is a big issue.</p> <p>Interestingly, there appears to be a regional split, with 18% of Londoners saying that advertising is reflective of life compared with just 1% of those in the North East.</p> <h3>Emotion is key to Black Friday email success – not deals</h3> <p>From the analysis of <a href="https://econsultancy.com/blog/66328-211-awesome-phrases-for-email-subject-lines-that-sell">email subject lines</a> by 50 UK retailers during Black Friday 2016, <a href="https://persado.com/insights/persado-holiday-email-subject-lines-dos-donts/" target="_blank">Persado found</a> that five key emotions generated greater levels of success.</p> <p>First, more than 20% of consumers engaged with challenge-focused emails, such as “are you ready?”. Meanwhile intimacy and encouragement also prompted consumers to respond. A third emotion was guilt, instilling in consumers a fear of missing out, as well as fascination – with interest piqued at the promise of trying something new.</p> <p>Overall, Persado determined that emotional language accounts for as much as 60% of audience response, showing the clear potential for retailers in 2017.</p> <p><img src="https://assets.econsultancy.com/images/0009/0535/black_friday_email.JPG" alt="" width="450" height="569"></p> <h3>In-app purchases boosted by ‘reward’ ads </h3> <p>A <a href="http://www.journalofadvertisingresearch.com/content/57/3/272.short" target="_blank">new study</a> by the Journal of Advertising Research (JAR) has revealed that ‘reward’ ads in gaming apps - which offer free items to users if they interact – can boost overall in-app purchases.</p> <p>By studying 1.4m transaction records and in-app behaviour, JAR found that more than 17% of users made subsequent purchases after clicking on a reward ad, compared with just 2.75% of users who did not.</p> <p>Finally, the study also found that those who spent more time playing gaming apps each day responded better to reward ads in terms of overall spending value.</p> tag:www.econsultancy.com,2008:BlogPost/69589 2017-11-17T12:28:41+00:00 2017-11-17T12:28:41+00:00 Are retail brands ditching mobile apps? A look at some stats & case studies Nikki Gilliland <p>While initial downloads of retails apps are actually on the rise, app abandonment and preference for mobile web remain big roadblocks. So, are consumers simply bored of retail apps? Or is the technology failing to live up to expectations? Here’s a bit of analysis on the subject.</p> <p><img src="https://assets.econsultancy.com/images/0009/0539/flurry.png" alt="flurry app stats" width="615" height="461"></p> <h3>Lack of investment</h3> <p>In a recent study, <a href="https://www.l2inc.com/research/fashion-us-2017" target="_blank">L2 found</a> that 44% of luxury retail brands have removed their apps from the app store since 2015. Meanwhile, 56% of brands with an app currently in the store have not updated it in the past year.</p> <p>It's unclear whether apps being outdated is the reason that consumers are failing to download them, or whether retailers are not updating them because of this lack of interest.</p> <p>It’s a tricky one, but interestingly, it appears consumers might not be too fussed either way. <a href="https://www.mckinsey.com/industries/retail/our-insights/luxury-shopping-in-the-digital-agehttps://www.mckinsey.com/industries/retail/our-insights/luxury-shopping-in-the-digital-age" target="_blank">McKinsey found</a> that just 4% of the shoppers it surveyed had ever downloaded a luxury retail app, with many citing that they’d only be interested if it has something exclusive to offer, such as discounts or rewards, or something highly useful, like an easy-to-browse catalogue. </p> <h3>Greater focus on mobile web</h3> <p>The fact that mobile apps don’t tend to offer anything different to mobile sites seems to be the main cause of disappointment for consumers – not just in the luxury market. </p> <p>In an Apadmi survey, <a href="https://www.campaignlive.co.uk/article/six-ten-brits-unhappy-retail-apps-want-integrated-ar-vr/1421574" target="_blank">54% of consumers cited</a> better incentives and loyalty schemes as something they’d like from retail apps, while 38% said rewards, and 33% said customer service. </p> <p>Elsewhere, 26% of consumers said they would like to see retailers implement AI tools in apps to offer a more personalised shopping experience. </p> <p>Despite this demand, it seems a lot of retailers are failing to deliver, choosing to invest in optimising the mobile web experience instead. There’s good reason, of course. Last Christmas, a third of all online purchases came from mobile, with this predicted to rise to 54% this year. </p> <p>That being said, shoppers may turn to mobile browsers to conduct product research before turning to apps to make purchases, while people who buy regularly from a brand are more likely to use an app.</p> <p>This begs the question, are retailers losing out on loyalty by failing to invest?</p> <h3>Function vs. fun</h3> <p>Amazon is one obvious example of a brand that has furthered loyalty through its mobile app. And while some consumers might cite innovation as a ‘must-have’, Amazon shows that functional features can be far more effective than flashy technology when it comes to satisfying users. </p> <p>With simple navigation, one-click ordering, and cart sync with web, shopping via the app is the natural choice for Amazon consumers, with a reported seven in ten doing so. Of course, this is bolstered by general trust in Amazon, with its business model and reputation perhaps contributing to its success in this channel.</p> <p>Meanwhile, it’s also important to remember that Amazon is a third-party marketplace, as are other popular retail apps like Etsy and Ebay, which tend to draw in regular customers rather than one off shoppers. </p> <p><img src="https://assets.econsultancy.com/images/0009/0521/Amazon_app.JPG" alt="" width="220" height="410"></p> <h3>Where should retailers focus?</h3> <p>One of the main issues for retailers is simply grabbing the attention of consumers. Nine out of every 10 minutes on mobile apps are said to be spent in the top five user favourites (which are usually the big guns such as Facebook, YouTube, and Instagram etc). This means that retailers need to provide something of real value in order to justify taking up space on a user’s smartphone.</p> <p>So, how can retailers do this?</p> <p>As I previously mentioned, rewards and <a href="https://econsultancy.com/blog/64185-the-five-most-interesting-mobile-loyalty-apps" target="_blank">loyalty programs</a> appear to be a big driver for consumers, also giving brands a way to differentiate an app from their mobile site. </p> <p>Augmented reality is another innovation worth exploring. This works by allowing users to view products in different contexts. One example is Ikea Place, which lets you see how furniture might look in your own home. By providing shopping inspiration as well as help in a more functional aspect – i.e. how a product looks or if it is suited to a certain context - AR automatically gives users an incentive to use the mobile app.</p> <h3>Innovations in retail apps</h3> <p>So, what other retailers are investing in mobile apps, and is it paying off? Here’s a few final examples.</p> <h4>ASOS</h4> <p>With users reportedly spending 80 minutes per month in the ASOS app, the retailer has clearly got its strategy right. One of the main reasons is that it is super easy to browse, making use of catwalk videos to effectively showcase products.</p> <p>Other features also help to differentiate the app, giving users a reason to choose it over mobile browsing. There’s the one-touch pay feature, for example, which makes purchasing quick and hassle-free. More recently, it’s also integrated <a href="https://econsultancy.com/blog/68984-how-visual-search-is-helping-ecommerce-brands" target="_blank">visual search</a> into the app, allowing users to find items based on imagery rather than keywords. </p> <p><img src="https://assets.econsultancy.com/images/0009/0522/visual_search.JPG" alt="" width="600" height="396"></p> <h4>Gucci </h4> <p>While most luxury brands are shutting down apps, Gucci is one that continues to heavily invest in the area. In fact, it’s recently added a whole host of new updates to drive interest during the Christmas period, such as the ‘Cabinet of Curiosities’ feature that only works when users scan a mobile sticker in store window displays. This shows how the brand is not merely using the app to drive in-app purchases, but rather, as a way to connect both the online and offline shopping experience. </p> <p>Other features, such as Gucci emojis and stickers and a <a href="https://www.econsultancy.com/blog/68401-virtual-reality-content-marketing-s-next-big-trend">virtual reality</a> video also demonstrate the brand’s intention to attract users through fun and immersive elements, which ultimately might increase the chances of a purchase direct from the brand rather than from a department store or elsewhere.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Presenting the new digital <a href="https://twitter.com/hashtag/GucciGift?src=hash&amp;ref_src=twsrc%5Etfw">#GucciGift</a> campaign illustrated by artist <a href="https://twitter.com/hashtag/IgnasiMonreal?src=hash&amp;ref_src=twsrc%5Etfw">#IgnasiMonreal</a>. The Cabinet of Curiosities opens into a surreal and spellbinding world featuring the 2017 gifts selection. Discover more <a href="https://t.co/RKGldfZEDN">https://t.co/RKGldfZEDN</a> <a href="https://twitter.com/hashtag/AlessandroMichele?src=hash&amp;ref_src=twsrc%5Etfw">#AlessandroMichele</a> <a href="https://twitter.com/hashtag/GucciCruise18?src=hash&amp;ref_src=twsrc%5Etfw">#GucciCruise18</a> <a href="https://t.co/Csu04xpJTI">pic.twitter.com/Csu04xpJTI</a></p> — gucci (@gucci) <a href="https://twitter.com/gucci/status/930483830879813632?ref_src=twsrc%5Etfw">November 14, 2017</a> </blockquote> <h4>Warby Parker</h4> <p>The iPhone X’s new face mapping technology has given brands another way to elevate their apps. One of the first to take advantage of it has been Warby Parker, which uses the technology to recommend glasses that will suit a person’s face shape.</p> <p>Previously, the brand used augmented reality to let users virtually try on glasses, however with face mapping, they are automatically given suitable recommendations, revolutionising the way people are able to buy the product.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Just getting fitted for glasses at home in a recliner. No big deal. New Warby Parker app uses Face ID scanning to recommend frames that fit. <a href="https://t.co/Ae9wzktQ76">pic.twitter.com/Ae9wzktQ76</a></p> — Kevin C. Tofel (@KevinCTofel) <a href="https://twitter.com/KevinCTofel/status/928307448607313921?ref_src=twsrc%5Etfw">November 8, 2017</a> </blockquote> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps">Five new and innovative examples of augmented reality in retail apps</a></em></li> <li><em><a href="https://econsultancy.com/blog/63446-10-inspiring-uses-of-mobile-in-retail">10 inspiring uses of mobile in retail</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69587 2017-11-16T12:31:00+00:00 2017-11-16T12:31:00+00:00 Adidas launches first shopping app: Is it any good? Nikki Gilliland <p>It’s slightly surprising that Adidas is only just delivering this, but it is reportedly due to a larger focus on optimising the web experience. And I guess it's better later than never right?</p> <p>The app is designed to ‘personalise and enhance’ the Adidas shopping experience, but is it any good? I downloaded it to find out. Here’s what I think works, and what misses the mark.</p> <h3>An app tailored to you</h3> <p>Adidas Shop &amp; Style is a shopping app that uses artificial intelligence to learn about its users. Essentially, this means that it will take your previous shopping and browsing behaviour into consideration, and deliver personalised content and <a href="https://www.econsultancy.com/blog/68921-an-introduction-to-ai-powered-ecommerce-merchandising">commerce recommendations</a> on this basis.</p> <p>Bear in mind that this was my first time using the app, so I’m not sure how effective or relevant the results. However, video on the homepage is bound to be an effective way to grab the user’s interest as they enter the app.</p> <p><img src="https://assets.econsultancy.com/images/0009/0507/homepage.PNG" alt="" width="350" height="622"></p> <p>I was particularly impressed with how different content is integrated. There’s a good mixture of video (which automatically plays as you scroll), featured product imagery, plus editorial articles from high profile sports personalities. </p> <p>Again, the app will deliver content relating to particular sports or athletes you show interest in, which means that it feels like it is much more tailored to your own enjoyment rather than a single experience that caters to everyone.</p> <p> <img src="https://assets.econsultancy.com/images/0009/0506/homepage_2.PNG" alt="" width="350" height="622"></p> <h3>Browsing and buying</h3> <p>So, onto the shopping experience, which I assume is what most users will be focused on. </p> <p>Clicking onto the category pages, I like how everything is clearly set out – the category menus are in a list format in the middle of the screen, making it very easy to choose the shoes, clothing, and accessories you're interested in. Over time, the app will automatically stay on whatever over-arching category you use the most, e.g. men or women.</p> <p>There’s also the option to scroll through imagery of ‘new in’ products without leaving this main navigation, which is a nice touch if you’re someone who regularly checks back for new-in stock.</p> <p><img src="https://assets.econsultancy.com/images/0009/0508/categories.PNG" alt="" width="350" height="622"> </p> <p>While the category set-up is good, there is one immediately glaring flaw – and that’s the absence of any kind of filtering tool. This means that, bafflingly, users are required to continuously scroll through products to find what they’re looking for. There’s no sort function either, so even if you’re hoping to search from low to high prices, there’s no way to do this.</p> <p>It’s unclear why Adidas has failed to include these features. It’s not like the brand has a limited amount of products whereby a lack of filtering would not be quite so terrible. Its categories are pretty fleshed out, meaning users are bound to be left frustrated, potentially leading some to abandon the app or switch back to the mobile site.</p> <p><img src="https://assets.econsultancy.com/images/0009/0509/IMG_2701.PNG" alt="" width="350" height="622"> </p> <h3>Reviews and checkout</h3> <p>Luckily, there are other features that (might) make up for this. The product pages themselves are particularly good, integrating the same rating and reviews section that can be found on the main ecommerce site.</p> <p><img src="https://assets.econsultancy.com/images/0009/0503/reviews.PNG" alt="" width="350" height="622"></p> <p>The highly visual nature of the overall percentage rating is a nice touch, making it easy for users to gain an instant impression of a product. Similarly, the slider tool – which gives an indication of how a product rates on certain features, like comfort or quality – is very useful. </p> <p><img src="https://assets.econsultancy.com/images/0009/0502/review_slider.PNG" alt="" width="350" height="622"> </p> <p>The checkout process is fairly quick and frustration-free, with one-touch Apple Pay integration <a href="https://econsultancy.com/blog/68192-how-can-mobile-payment-actually-improve-customer-experience/" target="_blank">making it even more so</a>. The option to sign in or register via Facebook also reduces steps to the checkout, which is always a handy feature to help prevent <a href="https://www.econsultancy.com/blog/69561-why-online-shoppers-abandon-their-baskets-and-how-to-stop-them" target="_blank">basket abandonment</a>.</p> <p><img src="https://assets.econsultancy.com/images/0009/0504/payment.PNG" alt="" width="350" height="622"></p> <h3>Social sharing and app integration</h3> <p>Another nice feature is the ‘share how you wear it’ section, which encourages users to send in photos of themselves wearing their Adidas gear for the chance to be featured on the app. </p> <p><img src="https://assets.econsultancy.com/images/0009/0500/share_how_you_wear.PNG" alt="" width="350" height="622"></p> <p>This type of content encourages interaction and involvement, but it also serves as a nice bit of social proof, with inspiring imagery perhaps encouraging users to go on to browse products and buy. The content is also linked to the featured users Instagram accounts, which is handy if you want to click through and further explore a particular profile.</p> <p> <img src="https://assets.econsultancy.com/images/0009/0501/instagram.PNG" alt="" width="350" height="622"></p> <p>Features from Adidas’ other apps are not available as of yet. There’s no indication of soon-to-be released products, meaning users will still have to use the Confirmed app if they want to be kept in the loop. Similarly, there’s no sign of any option to sync or access <a href="https://www.econsultancy.com/blog/69246-why-adidas-is-moving-into-utility-marketing-with-all-day-fitness-app" target="_blank">All Day features</a>, meaning that the app will also be kept separate.</p> <p>It’s unclear whether Adidas will combine or integrate these features in future, however, as examples from Nike have also shown – consumers do seem happy to download different apps depending on their particular need.  </p> <h3>Where’s the chat?</h3> <p>That being said, the decision to leave the new app as a shopping platform could also be wise, especially considering there are still some pressing issues to figure out. </p> <p>The chat option is another one I came across, as despite promising ‘24/7’ advice from a live Adidas representative, I was told that there were no agents available on the multiple occasions I tried. This also looks to be a common issue, as I also spotted a few reviews citing this problem. </p> <p>Not disastrous – perhaps I was unlucky, and I'm sure Adidas will work on this if the problem continues to result in negative feedback. However, it was pretty frustrating to encounteer this, especially considering it’s such a heavily promoted feature.</p> <p><img src="https://assets.econsultancy.com/images/0009/0498/Chat.JPG" alt="" width="500" height="441"></p> <h3>In conclusion…</h3> <p>I was hoping that Adidas’ shopping app was going to be worth the wait, but it hasn’t <em>quite</em> lived up to expectations.</p> <p>As always, there are positives that will keep some users satisfied, such as effective personalisation and rich video content. There’s nothing wrong with the product pages or final checkout stages either. Search is also highly responsive, returning suggested results almost immediately.</p> <p>However, the lack of basic features like filtering and in-app help is a let down. And sadly for Adidas, this might be enough for users to abandon the app, or simply revert back to the main ecommerce site. </p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68872-five-excellent-features-of-uswitch-s-energy-switching-app/" target="_blank">Five excellent features of uSwitch’s energy-switching app</a></em></li> <li><em><a href="https://econsultancy.com/blog/67987-home-sweet-home-why-houzz-is-worthy-of-the-best-app-award">Home sweet home: Why Houzz is worthy of the ‘best app’ award</a></em></li> <li><em><a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review" target="_blank">Missguided launches Tinder-inspired app experience: review</a></em></li> </ul>