While it may not yet be critical for retailers and brands to have iPhone apps, it's clear the trend is in that direction. After all, there are over 85,000 available iPhone apps, over 2 billion apps have been downloaded from Apple's store, and there are 125,000+ developers in the iPhone Developer program.
With that as background, RetailWire conducted a panel discussion analyzing 22 brand, retail and third-party apps at last week's IIR Fusion conference. Participating in the panel were BrainTrust members Phil Rubin (rDialogue) and Joel Warady (Joel Warady Group), plus Alex Muller of GPShopper, who has developed mobile solutions for Best Buy and introduced a mobile shopping solution called Slifter. Much of the discussion was based on analysis done by Rick Moss of RetailWire - the slides can be downloaded here: iPhone Revolution
The first part of the discussion focused on these brand app reviews:
Crock-Pot - Slow Cooker Recipe Finder: This app features hundreds of Crock-Pot recipes, focusing on easy, slow cook meals. The app is smartly organized with simple, appealing recipes but lacks depth in choices and it's not clear if it appeals to Crock-Pot first-timers. Rating - 13 out of possible 20
Betty Crocker Mobile Cookbook: This is essentially a mobile version of the Betty Crocker cookbook with over 4000 recipes. There are good preparation instructions, nutritional information and the search approach is well thought out. But, the home screen is unappealing and there is no shopping list. Rating - 12
Donna Karan: A highly styled information app with still shots and video runway views. It's impressive for its use of multimedia and for the insights from and about DK herself, but runs slow and has limited content. Rating - 13
Weber's on the Grill: This is a fully realized app with 250 recipes plus grilling instructions, and 40 recipes for rubs, marinades, and sauces. We found it appealing and fun, especially the instructional videos, grill guide and in-app cooking timer. However, it costs $4.99 (many apps are free) - could lessen the marketing value. Rating - 16
iFood Assistant by Kraft: A full function recipe assistant featuring Kraft products. There are bright, tempting layouts and easy-to-prepare recipes. The app has a broad array of cooking demos, as well. On the downside, the app (mysteriously) costs 99 cents and the "foodier" type of consumers may find the recipes a tad pedestrian. Rating - 14
Lady GaGa - Walmart Soundcheck Concert: This is a co-marketing experience shared between Walmart, Lady Gaga and AXE Hair. It's apparently one in a series of similar artist apps presented by Walmart. What you'll see is a "sexy" presentation with a nice selection of videos. There are also some good branding opportunities for AXE. But, the value to Walmart is unclear and there is no click-thru option to buy music, which seems odd. Rating - 11
Ben Color Capture: Benjamin Moore has devised a clever app that provides color capture using the iPhone camera to match over 3300 paint hues. It's a very cool idea and easy to use. We can see its usefulness for browsing through colors to make a decision, but we wonder whether it can accurately match existing paint using the in-phone camera. Rating - 16
Of the highest rated apps, Weber appealed to all of us because of the instructional videos, the practical in-app timer, and perhaps because this was a "man" panel. Benjamin Moore was top rated because of its innovative capability. The poorest rated app, "Lady Gaga" would perhaps have rated higher if considered as part of an overall campaign, which was pointed out by Alex Muller.
Joel Warady said brands need to better understand how consumers shop and live, and build apps accordingly. For example, recipe apps should have a social media component because consumers really like to share their favorite recipes. Phil Rubin pointed out that technology is only the means to an end, so brands need to talk with and survey customers to find out what they want in apps. He also felt that it was OK for Weber to charge $4.99 for their app because they are a higher-end brand.
Alex Muller noted that some applications are long-term engagements while some are temporary campaigns. He believes that of the 85,000 apps available, only about 2,000 are searchable in the App Store by category. The vast majority of apps are part of limited duration campaigns and users must know their names to find them. And, Muller noted, consumers are more willing to pay for apps on mobile phones than they would be something on the internet.
Joel Warady was
comfortable with Kraft charging for its app but felt that they may have gotten
more value out of asking for e-mail addresses, possibly in return for providing
coupons. Muller, however, felt it was probably a mistake
to charge anything since the app focused so much on their brands.
Discussion Questions: How important is it for major consumer brands to have an app(s) as soon as possible? What do you think brand apps should focus on most: marketing, image branding or product sales?