The Pepper Playbook

Overview

Implementing a new mobile app in any business is a process that takes care and planning to get right. Here at Pepper, we’ve seen first hand what works (and what doesn’t) and can help merchants to successfully implement and run the Pepper Powered App.

The Pepper Powered App is a powerful additional channel for your brand marketing and loyalty. Whilst we want to encourage usage of the app, that's not just because we think the app is great, but because we know that the app allows you to engage more customers, in a more meaningful and sustainable way. 

Changing Behaviour to drive loyalty

Much of the user behaviour involved in driving usage of the app can be described using the BJ Fogg behavioural model (http://behaviormodel.org). Specifically, this describes three success factors which must be present in order to influence behaviour:

  1. Motivation; Sufficiently motivating users to download and use the app for the first time and then providing motivation for them to remain engaged.
  2. Ability; It should be sufficiently easy for users to use the app that it's use becomes habitual. Conversely, other channels such as physical loyalty cards which do not use the PepperHQ Platform should be removed, in order to reduce the ability for users to engage through channels which are less useful to the merchant.
  3. Triggers; Nudging a user to act, through one of any number of marketing channels is important. No matter how highly motivated a user, or how easy the app is to use, app usage will remain low if not enough triggers are provided.

Motivation should not be confused with Triggers. Motivation is a reason for acting in a particular way, e.g I keep using the app because I am motivated to earn a particular perk, e.g. membership of a club. Triggers on their own, e.g advertising of the app in store or push notifications, do not necessarily increase motivation.

This Pepper playbook sets out the deciding factors in implementing a Pepper Powered App in a way that drives usage, including:

  1. KPI's, Benchmarking and Reporting
  2. Motivation - using rewards for marketing
  3. Triggers - Driving conversion and retention
  4. Ability - Making the app the easiest route

Making a plan - Where to start

Before launch, It's vital that a plan is in place which sets out how the app is going to be marketed, covering the activities pre and post-launch and ensuring that there are strategies in place for driving the three most important metros - Adoption, Conversion and Retention.

See below for some sample ideas. This is a simple model for planning the app marketing activities:

Pre Launch Post Launch
Adoption
  • Store managers are trained and training material distributed to staff
  • Press releases prepared and reporters briefed - ready for launch day
  • 7 days before launch - website promotional materiel goes live - including beta registration for early adopter email addresses
  • Create audiences and agree rules for membership
  • In-store app promotional material prepared. 
  • Rewards plan agreed and appropriate marketing collateral in place for different rewards
  • Facebook & Twitter, targeted adverts and posts

Conversion
  • Plan created for the rewards scheme which drives conversion
  • All staff trained and fluent in benefits of the app over other forms of loyalty
  • Strong initial offering to drive first purchase
  • Push notifications to non-converted users
  • Staff re-inforcement training and in-store material
  • Physical stamp cards will have promotion for the app printed on them
Retention
  • KPI's agreed and budget in place for driving retention on an ongoing basis
  • Re-engagement rewards planned for lapsing users
  • In-app surveys to drive engagement
  • In-App Messaging banners, audience based and changed frequently
  • Push notifications based on audience membership, e.g. early morning users to get a push notification at 7.30am

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