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So who’s that shiny new app for? You or your customers?

90% of apps are deleted within a year by the consumers who download them.
That sobering statistic from the Centre for Retail Research is contained in White Label Loyalty‘s white paper ‘Clicks to Bricks’. The appeal to brands – especially in retail – of having the behavioural insight and direct access to be gained from customers using their app is obvious. But creating and maintaining a decent app is still a very expensive undertaking – and if the vast majority of those customers don’t see the value in using it then it’s a pointless one.

You might think you need an app, but do your customers too

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