How Bacca Bucci Quadrupled Customer Retention Using Their Mobile App

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In 2014, Bacca Bucci entered the athleisure market with cutting-edge footwear. Within a few years, the brand had shipped over 5 million pairs, dominating marketplaces like Amazon, Flipkart, and Myntra. But as they gained momentum, Bacca Bucci saw an opportunity to own its customer relationships and started a website. It quickly became its primary sales channel, generating 90% of its revenue. 

However, as mobile traffic surged to 85%, a harsh reality set in: website conversions weren’t keeping up. Mobile users browsed but rarely completed purchases. Retargeting efforts failed to bring them back, and post-purchase communication fell short of creating loyalty.

Bacca Bucci needed an experience that matched their audience’s expectations and buying behavior. They partnered with Appbrew to build a high-performance mobile app that not only met their goals but exceeded expectations. Here are the results: 

1. Conversion rates increased by 3.5x 
2. 15% growth in AoV 
3. 25% contribution to the overall DTC business 
4. 4x Retention seen on Mobile App on Day 30 
5. 9x more time spent on the app than the website 

The Challenge 

Despite their strong brand and product lineup, the website still needed to catch up. Here is what held them back: 

• Low Mobile Conversions: Mobile users made up most of the traffic but contributed the least to revenue.
• Retention Issues: The absence of engagement strategies led to poor repeat purchase rates.
• Gaps in Post-Purchase Experience: Customers needed help with tracking orders or getting timely updates.
• Under-used Visual Content: High-quality product videos didn’t drive conversions despite being central to their product discovery.
• Suboptimal Mobile Experience: The website’s design didn’t reflect the premium quality of the products.

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The Solution

Appbrew tackled these challenges by crafting a high-performance mobile app experience:

Interactive Video Commerce

Appbrew embedded videos throughout the app, including:some text

1. Product carousels on home and product pages.
2. Shoppable video galleries for interactive exploration.

Impact: Shoppers engaged deeply with the catalog, resulting in a 4X increase in product views per user.

Streamlined Post-Purchase Features

The app included real-time order tracking and push notifications for updates.

Impact: Customers stayed informed, which improved the experience and resulted in repeat purchases.

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Improved Engagement with Personalization

Appbrew integrated Clevertap, enabling targeted campaigns and better audience segmentation.

Impact: Engagement rates increased, with app users spending 9X more time compared to web users. 

Focus on Performance Metrics

The app delivered faster checkouts and personalized recommendations by designing a conversion-driven interface.

Impact: The app achieved a 3.5X higher conversion rate than the website and contributed 25% of DTC sales.

Keys to Success

Bacca Bucci shifted from a traditional eCommerce model to a mobile-first approach with Appbrew. The app clearly unlocked a high-performance revenue source for the footwear kings, driving impact such as 

• 3.5X higher conversion rates: The app’s design, navigation, and push notifications turned mobile visitors into loyal buyers.
• 15% increase in Average Order Value: Shoppable videos and personalized recommendations encouraged customers to add more to their carts.
• 4X improvement in Day-30 retention: Order tracking and push notifications kept users engaged and returning.
• 9X more time spent on the app: Video content and a user-friendly interface kept customers exploring the brand.
• 25% of daily revenue from the app: The app now drives a quarter of DTC sales.  

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