Salty Scales Jewelry Shopping with Appbrew’s High Performance Mobile App

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Salty Accessories is a jewelry brand in India for young people, focusing on trendy designs. It began creating jewelry for Gen Z and millennials. In one year, it delivered over 100,000 orders and grew a large audience on social media. Salty planned to expand its product range to include 3,000 designs. To accommodate such high demand, it needed a reliable sales channel acting as a community. An app would help it retain customers, optimize conversion rates, and create a loyal user base. 

Salty’s priority was clear: build an app serving their needs, eliminate the dependency on a tech team, and create seamless experiences that integrate with existing systems.

Recently, Salty was ranked 60th in shopping category on iOS!

Salty needed an app that could do it all.

1. Building a User Base: Salty struggled to convert anonymous visitors into loyal, trackable users. Using social login, Salty acquired more customer data which in turn helped them finetune their campaigns and approach. 
2. Retention: With retention efforts just starting, they needed a high-performance channel to increase repeat purchases.
3. Customization: Salty required a platform that could support its unique requirements, from personalized gift boxes to interactive PDPs.
4. Tech Independence: Managing Shopify independently, Salty wanted to minimize reliance on external tech teams for app-related updates.

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Salty’s app with Appbrew delivers a scalable shopping experience.

Recognizing Appbrew’s proven expertise in building high-performing apps for Shopify-based brands, Salty chose Appbrew for its:

• Long-term focus on conversion rates and average order value.
• Integration with partners like Contlo, Smile, and Judge.me.
• Scalability to accommodate customization needs without compromising infrastructure.

Custom Jewelry Personalization Module

Salty introduced personalized jewelry to give customers unique, customizable products. Appbrew built a custom jewelry personalization module to streamline this process. 

• Engrave personalized text: Customers can enter their preferred text to make their jewelry special. 

• Select custom charms, tassels, and gemstones: The app offers a selection of add-ons that customers can preview before finalizing their order. This feature ensures that customers can personalize their purchases without manual intervention from Salty’s team. 

Gift Box Customization

Salty’s popular customized gift boxes were seamlessly integrated into the app using an integration. Appbrew ensured a smooth migration of metafield data and static content for their PDP pages to maintain consistency across platforms. 

Appbrew also added a gift card option to simplify the gifting process. Customers can purchase and send digital gift cards directly from the app. The feature makes the checkout process smooth when recipients choose their own gifts. This drives higher sales, especially during peak shopping seasons.

Lightning Fast Checkout 

Appbrew’s flagship Lightning Fast Checkout leads conversions by eliminating checkout delays, the most critical step in the customer journey. The fast loading (under one second), and modal checkout avoid page redirection to reduce abandonment. Salty has seen a 20% increase in conversions and a 3.5x app conversion rate compared to their website. 

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Customized User Experience

Appbrew designed Salty's app to reflect the brand's core website features while creating personalization and user engagement:  

1. Shop by Mood

Appbrew incorporated Salty’s “Shop by Mood” feature, which allows customers to explore products according to their preferences or occasions. This feature drives higher product discovery rates.  

2. Interactive Product Pages (PDP)

To capture users, Salty’s app includes interactive PDPs where customers see access to enriched content like detailed product descriptions, user reviews, and other appealing visual elements. 

3. Dual Shopping Experiences for Men & Women

Salty serves both men and women, requiring separate shopping experiences. Appbrew developed two different product and collection page templates to create distinct user journeys. The app automatically shows relevant categories, product recommendations, and browsing options based on the user’s preferences.

Driving Performance with Appbrew

By launching its mobile app with Appbrew, Salty has built a scalable, high-converting sales channel. Salty’s mobile app, built by Appbrew, improved key business metrics with a personalized shopping experience, seamless gifting, and a smooth checkout. These features drove higher engagement, conversions, and customer retention.

• Higher Average Order Value (AoV): Customers on the app spend 15% more per order than on the website.
• Stronger Customer Lifetime Value (LTV): The app has increased customer LTV by 7X, showing stronger retention and repeat purchases.
• Higher Conversion Rates (CR): The app converts at 3.5X the rate of the website, leading to an efficient sales funnel.
• Revenue Contribution: The app now contributes 30% of total sales, establishing itself as a key revenue channel.
• Greater User Engagement: Customers interact with the app 8X more than the website.
• Higher Signup Rates: 25% of app visitors sign up for the complete experience. 

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