Since Dinda launched its iOS app in 2014 and Android app in 2015, the Brazilian retailer has noticed more of its sales coming via mobile devices.
At the start of 2016, the flash-sale children’s products e-retailer began looking for ways to appeal to its growing mobile customer base in hopes of gaining new app users and retaining them, says Rodrigo Santos, marketing coordinator at Dinda. Santos zeroed in on the push notifications the retailer sends because about 99% of its Android app users receive push notification and 60% of its iOS users do, he says.
Dinda uses mobile commerce vendor Urban Airship Inc. to manage its app marketing and help decide how to segment its messages. For example, it targets consumers who are likely to delete the app, such as a shopper who has never made a purchase in the app, or consumers who are frequent shoppers and not at risk at abandoning the app, he says.
For a consumer who may soon delete the app, Dinda takes a “cute and playful” approach with a push message’s content, Santos says. For example, a message may read, “Hey! We have a little gift for you. Just use the code and enjoy! :)” compared with a message Dinda sends to a regular customer who may not have purchased in a while, which will be more casual and read, “Hey, we miss you. Here is 10% off your next find.”
Dinda A/B tests every message it sends to see which messages are opened more, and then uses its finding to inform future messages, Santos says. For example, after sending messages with and without images and with and without emojis, Dinda has learned that its customers open more messages with emojis and images than messages that don’t have these elements, Santos says. Dinda also tests different wording by comparing how customers react to offers that show the discounted price to those that show the percentage off. Dinda’s push notification open rate has increased 25% after the A/B tests, Santos says.
Santos credits push notifications with driving 75% of sales made within the app. And, on average, the alerts increase daily visits to it iOS app 88%, he says. The retailer’s mobile app revenue also increased 60% and is now 55% of the retailer’s total revenue, Santos says.
In May, Dinda’s daily active users reached 134,400 consumers, a 117% increase from 2015 when the Dinda app had 62,000 active app users.
By the end of the year, Santos hopes that number grows to 250,000 active users by making the smartphone alerts more personalized. The retailer would like to factor into the message the shopper’s name and who she usually shops for, such as, “Hey, Anna. Look what we have for your daughter—shoes for $10.”
With such engagement with its mobile app users, Dinda hopes to grow revenue from its mobile web users, which have the lowest conversion rate among the retailer’s app and desktop users, at less than 1%, Santos says. Of the 45% of Dinda’s sales that come via its website, 30% is from desktop and 15% from mobile web, he says.
Based on customer feedback, Dinda has learned that its responsive mobile website is not easy to navigate or buy from. Within the next three months, the retailer will launch a separate mobile site designed specifically for small screens, Santos says. The retailer hopes the new mobile website will boost conversion to at least 1.5%, Santos says.
“Since we have 30% of our audience coming from the responsive mobile website, we believe that we have to think and act more with focus on this behavior to increase our conversion rate,” Santos says. “One way to achieve that is develop a custom mobile website to make it easier to purchase and navigate.”
Dinda is owned by Eden Electronic Commerce. It costs Dinda about $3,000 a month to use Urban Airship’s services.Favorite