App usage boosts loyalty in UK consumers, study reveals

New research by SAP Emarsys has found that shoppers who install a brand's app on their phones are 20% more likely to demonstrate "true loyalty" than other consumers.

"True loyalty" is described as unwavering and unshakeable devotion to a brand. According to the study surveying over 2,000 UK consumers, app users not only show higher loyalty but are also more driven by rewards and incentives, with 39% indicating this motivation compared to non-app users.

SAP Emarsys highlighted that 55% of British consumers are increasingly using brand apps for browsing and purchasing, suggesting that app-based marketing could enhance customer loyalty beyond the peak sales periods such as Black Friday.

The study also indicates challenges brands face when providing app-based experiences.

Half of the surveyed consumers find the excessive use of push messages "annoying." About 20% will block brand apps if notifications are irrelevant, and 27% will block them if notifications are poorly timed.

In response, SAP Emarsys is releasing new advanced in-app mobile features in its upcoming product update.

This includes "inline personalisation" for mobile apps, which allows for more customised experiences, and new WhatsApp messaging features aimed at marketers.

"Mobile apps give brands a direct connection to their customers, but true engagement comes from delivering the right message when it matters most," stated Kelsey Jones, Head of Product Marketing at SAP Emarsys.

She added, "Effective personalisation should feel seamless, with AI helping marketers respond to real-time behaviour. The outcome? Happier, more loyal customers and timely, relevant communication."

Several major brands are employing such strategies. Gibson Brands, a well-known musical instrument manufacturer, uses its app to not only sell instruments but also to engage users by offering guitar lessons. Through integration with SAP Emarsys, Gibson can encourage interactions across multiple channels and utilise first-party data to drive personalisation across these channels.

Regular app interaction is posited to enhance customer engagement and loyalty through personalised, data-driven marketing communication, as highlighted by the forthcoming features in the SAP Emarsys November product release.

The research was conducted by Opinion Matters, surveying 2,010 UK respondents aged 16 and above. It adheres to the Market Research Society's code of conduct, reflecting the standards based on ESOMAR principles.