Own Brands in Retail Apps - Are You Making Full Use of This Synergistic Combo?

Own Brands Were Made for Retail Apps

As we navigate the complex universe of retail apps, it’d be a cardinal sin not to address the massive opportunity apps present to retailers with own brands. It’s like having a prime-time show on a TV network you own, together not only with a captive audience, but also a crystal ball offering insights into their wants and needs. But even with the deck stacked in your favor, you still have to play your cards right. Join us as we talk about the most effective strategies, fortified by real data.

The Magic of In-App Own Brand Promotion

Private labels have seen a remarkable surge in popularity in recent years. For instance, in the food sector, U.S. store brands hit a record-breaking $228.6 billion in sales in 2022, marking a significant $23.2 billion increase in annual dollar volume and growing nearly twice as fast as national brands (per Private Label Manufacturers Association). Pair this with the reach and insights a robust retail app provides, and you have a powerhouse of synergistic potential. This can lead to heightened customer awareness and loyalty, and sales figures that may make your calculator blush.

Spotlight on User Analytics

Harness the potency of user analytics to spotlight your private labels. It’s no longer a secret that businesses using data-driven personalization see a substantial surge in revenue. Keeping tabs on customers' likes, purchase history, and in-app search data allows retail apps to recommend own brands with that much of a greater success.

Making a Splash with In-App Promotions

Consider these in-app promotion tactics - the first two are super crucial:

Personalized Recommendations

Tailor suggestions to customers' preferences. Accenture found that 91% of consumers prefer personalized recommendations. Retail apps can:

  • Feature own-brand products in search results: When a user scouts for a product, ensure your brands are given the limelight. This can be realized through algorithms that prioritize private-label goods or by tactically positioning them within the search results.
  • Elevate private-label products in suggested alternatives: When a user views a particular product, ensure the suggested alternatives spotlight your private labels. This way, you offer customers the opportunity to explore your own-brand products that may align better with their preferences or offer a more attractive price point.

Creating a Dedicated Section: A VIP Room for Your Products

Design an exclusive area within the app to showcase your own brands. Here are some tips for an engaging and effective area:

  • Make it visually appealing: Devise a visually enticing and welcoming space that nudges users to browse your private-label products. Use top-notch images, captivating copy, and a clean layout to create a harmonious and appealing ambiance.
  • Highlight the value proposition: Accentuate the unique perks of your private-label products, such as quality, price, or sustainability. By clearly articulating the unique selling proposition, you can tempt users to prefer your private labels over rivals.
  • Offer exclusive promotions: Encourage users to visit your dedicated section by offering exclusive promotions or discounts on your own-brand products. 
  • Regularly update content: Keep your dedicated section fresh and engaging by regularly updating the content. This includes featuring new products, highlighting seasonal offerings, or rotating promotions. By continually updating your dedicated section, you keep users coming back to explore and discover new own-brand products.

Discounts and special offers

Attract customers with limited-time campaigns. A study by RetailMeNot reveals 80% of shoppers are inclined to make a purchase with an exclusive offer.

Leverage push notifications

Send alerts about new products, sales, or restocks. Airship research shows personalized push notifications can increase open rates by up to 800%.

Measuring Impact: The Applause Meter

Gauge the effectiveness of private label promotions by tracking vital metrics like click-through rates, conversion rates, and average order value. Are your click-through rates improving over time? Is there an increase in conversion rates when you promote private label products? Are customers spending more when they purchase private label products? The answers to these questions will provide valuable insights into the success of your promotional strategies. Remember, the goal is not just to launch effective promotions, but to learn from each campaign. Use the data you gather to continually refine and improve your strategies. This way, you can ensure that your private label products are not just stealing the spotlight, but also driving sales and customer loyalty.

Leveraging the power of retail apps for own brand promotion is not just an option, but a necessity. The strategies outlined above provide a roadmap for retailers to effectively promote their private labels, personalize customer experiences, and ultimately drive sales. In the end, the winning strategy is about creating a symbiotic relationship between your retail app and your own brands, where each complements and boosts the other, leading to a thriving retail business. So, gear up, implement these strategies, and watch your own brands flourish in the retail app universe!

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