Superapp Reward #3: Mobile Payment Solutions
The future of payments is encapsulated, contextualized, democratized and programmable, according to Forrester. In a word, simple — a quality that superapps, despite their ability to encompass numerous app capabilities, excel at.
“When I started designing user interactions for [desktop email client] Foxmail, I complicated everything,” said Allen Zhang, the founder of Chinese superapp WeChat, in an interview with Harvard Business Review. “For WeChat, I now see the necessity of subtraction — making things simpler — and focusing on the product’s aesthetic quality.”
Integrated payment systems let retailers offer a variety of in-app options. This encourages customers to stay in the superapp, boosting sales and cutting third-party costs.
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Superapp Reward #4: Customer Support and Engagement
Superapps can pull in customer support parties such as Zendesk, allowing customers to get in-app help. Live chat, call center connections, FAQs and other tools — some of which can deploy generative artificial intelligence — can all live within the superapp.
By keeping customers in the brand environment, superapps can also encourage engagement. For example, a wardrobe retailer could offer augmented reality features for virtual try-ons, users could write reviews without disruption, and feedback could be solicited more organically.
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Superapp Reward #5: Data Analytics
Superapps collect a huge amount of user data. In-app actions, shopping preferences, behavior, demographics — all of this information is pooled through the superapp, giving retailers proprietary insights they can use to make evidence-based decisions.
Superapp Reward #6: Personalization
All of that data adds up to a personalized shopping experience for users, enabling more accurate and specific recommendations that enhance the customer’s sense that the brand “knows” them. Despite concerns about privacy, 71 percent of consumers expect personalization, according to McKinsey.
Retailers who accommodate this customer preference are rewarded: Companies that do personalization well generate 40 percent more revenue from personalization-related activities, compared with the average, and increase their marketing ROI by up to 30 percent, McKinsey reports.
In an increasingly competitive retail landscape, superapps stand as a dynamic catalyst for transformative customer experiences. Seamlessly integrating e-commerce, personalization, omnichannel solutions, payments, support, and data insights, they hold the potential to redefine the retail paradigm, offering a multifaceted tool to elevate customer satisfaction and brand success.