Charlotte Tilbury has come out with an app. As you might expect from a makeup brand, the app will include a virtual try on tool. It will also make the buying process more seamless for those who switch between using app and web. And early feedback from users highlight how useful the tutorials are and how great it is to have all of the brand’s content in one sport. This seems a great way to get those who are already interested in the brand even deeper in devotion. But I wonder, do you need an app for that?
It seems everywhere I turn a different company is asking me to download their app. Restaurants, stores, even the post office. They all try to entice me with how easy it will make my life and the number of deals and free product that could be mine. But I am the person is very slow to add apps. I have to be extremely convinced it will be great for me. I don’t want to have yet another way to make impulse purchases or slow down my already challenged phone (which I should definitely replace). I only downloaded my gyms app to make signing up for classes easier. And then it crashed and kept me out of it for months. And that is one of the problems.
As great as apps can be to engage a community around your brand, they are a significant cost. Even after you’ve paid money to get the app developed, you then need to continue to pay or devote resources to keep it maintained. If the app consistently crashes, that doesn’t help your brand image. I for one don’t think to myself, “Such a shame, their tech company can’t get it right.” I’m putting that frustration on you. And if your app does work, but people aren’t using it, then that is a waste of an investment as well.
Regardless of my personal beliefs, more brands are creating apps each day. I will keep an eye out for those that seem innovative and potentially a good use of my phone’s storage.
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