Today we published our Mobile Retail Study: an exhaustive review of the top 500 Internet Retailers and how they use native mobile messaging channels like push, local notifications, in-app alerts and the rich inbox. The data yielded some interesting findings that point to a good, and consistent growth of mobile apps among retailers (12% between 2012 and 2013).
However, we discovered that of the top 500 Internet retailers less than 2% actually had a Rich-Inbox built into their app. For those that may not know, Rich Inboxes are essentially ‘email-like’ inboxes within a mobile app. HTML designed content can be loaded into these inboxes that can display anything from special offers to confirmations. The unique thing about the Rich Inbox is that the data in them is ‘pulled’ from a server rather than delivered to them.
Why is the method of delivering data to a rich inbox important?
Simple: it gives retailers, or anyone deploying the technology within their app the ability to ensure there’s fresh content in the app whenever a user opens the app. Each time a user navigates to an app the rich inbox will update and can load previously loaded content, new content or both. App publishers can control the content in the rich inbox dynamically and ensure that relevant information is waiting for a user when they open the app.
Push notifications can be deep linked to deliver users into specific parts of an app including the rich inbox. When you think about it, you can design a push to grab someone’s attention, deep link it into the rich inbox, upon push open (swiping the push) the user arrives to a fully rendered HTML call to action, or some other piece of information that helps create an immersive and completely branded experience.
Retailers live and breathe email; the fact that more of them aren’t taking advantage of the most ‘email-like’ messaging channel within their mobile apps is surprising. You can find more data points and insights like this when you download the report.
Sr. Marketing Mgr.