What is an app?

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Nowadays, a representative appearance through web applications is essential for every company. Especially in the mobile sector, one could offer added value to the customer as well as to the company itself.

The number of users is increasing every year. The user figures in Germany in 2018 alone speak for the development of mobile apps:


"In Germany, the share of mobile internet users amounted to 68 percent in 2018. Mobile internet is particularly popular among 16 to 24-year-olds. In this age group, the share of internet users who also use mobile internet amounted to 98 percent." - Statista


By the end of 2020, there were even more than 3.5 billion smartphone users worldwide.

But how exactly does a company benefit from app developments? What are the advantages for the customer? And what types of apps are there?

You can find the answers to these questions here in the article.

5 different types of apps

We distinguish between five types of apps, which are clearly differentiated from each other in their individual functions. However, they all have one thing in common: task solving as a basic element.

Communicative apps in particular are used more often: 


1. customer service apps and chatbots.

These apps are used for basic customer communication. They are the bridge between the support team and users and aim to solve problems.

2. task-solving apps

These apps help users perform tasks or use the services offered by the company conveniently from a distance.

3. loyalty apps

Mobile apps are also a great way to build loyalty among customers. Brands such as Lidl Plus and Payback offer numerous incentives with loyalty programmes to reward "loyal customers".

4. content apps

Influencers and service experts also use mobile apps to organise, prepare and later publish their content in a controlled digital space.

5. entertaining apps

Apps are not always just for performing tasks. Most users spend their time with apps that serve entertainment. Besides game apps, these include social media or streaming services.

8 advantages of an app

1. offer the customer added value

In the meantime, mobile apps have become a matter of course for consumers and it is impossible to imagine today without them. The rapid development of technology that has taken place in recent years has also led to growing consumer expectations.

The most important requirements such as user-friendliness and convenience can be met with app development.

Retailers benefit the most from this and are particularly attractive to consumers. The direct availability of the products of the favoured online shop enables easy and comfortable browsing from home. Even paying and tracking delivery has never been so easy.

2. build a stronger brand

Traditional marketing channels such as television or outdoor advertising are increasingly being replaced by branded apps. Many people are paying much more attention to their mobile devices. This change should be used to the advantage of one's brand. 

Tracking consumer behaviour within the app is an important and decisive advantage over traditional marketing channels. The collected data helps to better understand the target group and to adapt the marketing strategies accordingly.

Cross-selling through personalised product recommendations also entice the consumer to click further and in turn lead to a higher shopping basket value.

3. better communication with customers

By using an app, customers can expect quick and optimal communication. A personal mailbox or a phone call at a desired time simplifies the dialogue between customer and company. In addition, regular interaction builds trust with the customer.

With the help of a live chat, engagement can be encouraged. Support staff also find it easier to respond to the customer if customer information is available on demand.

4. encourage customer loyalty

Many companies fail to create a solid and attractive loyalty programme. In this regard, instant reward systems could be integrated into apps. An example of this can be found in a points system (cashback) like at H&M: points are collected per purchase and used for discounts on later purchases.

Scanning QR codes on product packaging or products directs the consumer directly to the appropriate app. As a thank-you, the customer receives discounts or other attractive rewards. In addition, in-app references increase the community on social networks, promote exchange and at the same time serve as additional marketing channels.

In addition, users can be segmented into different groups based on their behaviour and targeted with in-app messages.

5. Additional marketing channel

Direct access to user information plays a crucial role in improving marketing campaigns. Thus, customised push notifications - in addition to classic email marketing - are a valuable addition.

6. use social media channels

The goal is to achieve a certain number of app downloads to promote seamless communication across all social media. This requires a successful campaign that generates enough attention and draws full focus to the app. The app users are pointed to the social media with the help of CTA.

Alternatively, a reward system can also be introduced here to gain the desired effect (sharing posts, more popularity of the app).

7. better customer service

Amazon's help centre is a very good example of perfect customer service. Here, the user is guided through a streamlined problem-solving process to get direct answers to their questions. Common problems are identified at the beginning.

If this is not enough, customers are called back at a desired time. The above steps are efficiently carried out within a few minutes and guarantee the highest satisfaction on the customer & company side.

8. analyse exclusive insights from customers

Various valuable metrics such as monthly user numbers, demographic data or number of downloads/uninstalls can be captured with analytics tools. Based on these behavioural patterns, important decisions are made regarding the optimisation of app development or marketing measures.

A/B tests for mobile apps can also be used to run experiments with user flows and UI elements to improve in-app experiences.


Mobile apps are an important component of success in today's world. The potential of apps in marketing, customer service or customer analysis is enormous and should be exploited to further develop one's own company. The forecasts on the development of the worldwide number of users of smartphones and thus apps are promising.


Do you want to optimise your business processes and significantly increase sales? A mobile app could be the solution!

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