B&Q and Premier Inn are two of the first businesses to benefit from mobile innovation agency Grapple’s new monetisation service, dedicated to helping businesses make more money from mobile.
The new division, headed up by Jason Barrett who has been appointed as director of monetisation, aims to help clients realise the full potential of the channel as a tool for business and addresses the issues facing many brands including low download numbers, low repeat, and long-term usage. As a recent Flurry Analytics report found app retention levels can fall sharply after the initial install – to 24 per cent after three months and just four per cent after 12 months.
Under the supervision of the monetisation division B&Q has implemented a mobile CRM strategy to drive footfall to stores during key trading hours, with Premier Inn using the division to drive awareness of its iPhone and iPad apps.
“Brands are now investing more than ever before in the mobile channel, but ineffective strategies for app discovery and retention are creating a real barrier to long-term monetisation. A division dedicated to maximising ROI is a natural evolution of Grapple’s business through which we will further drive commercial success for our clients,” commented Grapple chief strategy officer Adam Levene.
The division will set out to help new and existing customers maximise ROI from their apps by cutting through the crowded app marketplace to increase downloads through both organic and paid marketing, implementing a managed-service mobile CRM programme to minimise churn, and increase revenue through basket optimisation.
Of his appointment and the new divisions, Barrett said: “I’m delighted to be joining the management team at Grapple. The mobile market is maturing rapidly and I’m excited to work with such an inspiring array of clients to increase ROI from the channel, and to create the most engaging user experiences for their customers.”