In today’s competitive marketplace, foodtech apps must blend personalization, gamification and cross-channel messaging, a new report says.
InAppStory, a platform in mobile app customer engagement, conducted a study analyzing over 5,000 stories from grocery and foodtech companies like Metro C&C, Carrefour, Spar, Uber Eats, and Snoonu to uncover strategies that drive success, according to a news release.
One key to success is a personalized user experience.
“InAppStory’s research reveals that while over 90% of food retail marketers employ personalization in their campaigns, only 48% go beyond basic demographics like name, age and gender,” the report said. “Personalized content can achieve [3.4 times] higher engagement rates,” the report said.
Apps using personalized messaging see a 6% increase in 30-day retention rates, the report said, as more than 80% of app users place high value on personalized experiences.
“By tailoring content such as recipe suggestions, life hacks and region-specific collections, food tech apps can transform each user interaction into a meaningful experience, fostering loyalty and increasing retention,” the report said.
User engagement gamification is emerging as a powerful tool in the arsenal of food tech apps, it added. Gamification can lead to a 7.4 times increase in session time, with apps that use gamification strategies see nearly three times higher spending among users, according to the report.
“From spinning the wheel of fortune to participating in cooking quizzes and interactive challenges, gamification strategies not only enhance the user experience but also drive sales and long-term loyalty,” the report said.
The digital landscape is rapidly evolving, the report said, and relying solely on traditional communication methods like email and push notifications is no longer sufficient.
“InAppStory’s report highlights the growing importance of cross-channel messaging, particularly in-app communication channels such as full-screen stories and pop-ups, which offer real-time, relevant interactions,” the report said.
Apps using in-app communication report a 27% increase in retention rates, with apps sending six to 10 in-app messages per week experience optimal session durations, the report said.
