Retail Client
Mobile App Marketing Analysis

Strategy-Evalution, Marketing-Analysis, ASO-Analysis, Fit-Gap-Analysis, SWOT-Matrix, Sentiment-Analysis

Introduction

A major retailer in the German retail sector operates a mobile application with moderate success. Despite extensive features, significant investment, and a large team, user numbers have stagnated. App retention and ratings are also unsatisfactory. To improve market presence, increase user numbers, enhance the customer experience, and achieve better reviews, the current status quo should be compared with state-of-the-art technologies and competitors. Improvement proposals must be identified and target visions derived — all in alignment with the overarching corporate strategy.

Job description

• Internal strategy and marketing analysis

• Assessment of state-of-the-art technology status and app customer expectations

• App-, Fit-Gap-, and ASO- (App Store Optimization) Analysis

• Customer experience analysis

• Functional and non-functional benchmarking 

• SWOT matrix based on custom-built sentiment analysis framework

• Identification of optimization potentials and summary of recommendations for appropriate actions