Case Study
How @Gilt uses mobile app promotion to re-engage mobile shoppers
Key results
2X
exceeded revenue goals for select app re-engagement campaigns
85%
higher average app click rate than industry e-commerce benchmark
2X
quarter on quarter increase in the average click-to-purchase rate
The opportunity
Gilt (@Gilt) is an innovative online shopping destination that offers its members “first come, first served” access to top designer labels and exclusive experiences at insider prices.
With more than 50% of @Gilt’s revenue coming via mobile platforms, the brand wanted to re-engage with its mobile shoppers and remind them of its access to designer brands at up to 70% off retail.
The strategy
@Gilt used Twitter’s mobile app promotion suite paired with Promoted Tweets to reach its app audience, remind them of coveted sales, and bring them back into its mobile app to shop again.
By using tailored audiences from mobile apps, @Gilt was easily able to target app users with re-engagement ads for its men’s and women’s business. The “Shop” call to action on the Image App Card directed users from their timelines back into @Gilt’s app or to the App Store to reinstall if they had since deleted it.
01
Mobile app re-engagement campaigns created a sense of urgency by emphasising “limited time” offers and the deep discounts shoppers would enjoy.
02
Image App Cards showcased @Gilt’s wide assortment of styles within the app.
03
Device targeting and custom messaging generated awareness for iPhone-only early access sales.
The success
Twitter’s mobile app promotion suite helped @Gilt re-engage with shoppers and bring them back to its mobile app. Selected app re-engagement campaigns exceeded their revenue goals by more than double, surpassed the industry’s Q4 ’15 average app click rate by 85%, and achieved a two times quarter on quarter increase in the average click-to-purchase rate.
As a mobile-focused flash-sale business, we’re drawn to Twitter’s real-time mobile platform. Targeting tools enable us to reach our existing app users with vibrant creative and compel them to re-engage with our app.
Solutions used
Mobile app growth
Grow your mobile app by reaching a receptive audience that’s always looking to discover new things.
Audience targeting
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