Awards Preview: Most Effective Smartphone App

By Tim Maytom

Effective_Mobile_Marketing_Awards (120)

The 2014 Effective Mobile Marketing Awards Ceremony takes place just over a month from now on 27 November in London. Every day between now and then, we’ll be previewing the finalists in each of the 26 categories. Today, we’re shining the spotlight on the nominees for Most Effective Smartphone App. There are 11 contenders in this category, let’s take a closer look at each.

Asda – Asda Recipes
Asda’s mobile team undertook a great deal of research in early 2014 to understand what families wanted from their weekly shopping experience and how Asda could best make life easier. The results pointed towards integrating Asda’s fledgling recipes website with its existing eCommerce app.

The resulting feature enables users to browse and search hundreds of recipes tested by Asda, and add ingredients directly to online baskets or shopping lists. The feature has seen fantastic adoption by customers, and received excellent feedback from users.

Plastic Mobile – Beyond The Rack
The Beyond The Rack app aimed to revitalise its mobile business, which was significantly under-performing compared to its desktop site, with 42 per cent of customers bouncing from the site and conversion rates less than a third that of the desktop site.

Plastic Mobile’s plan for the app focused …read more

Source:: Mobile App News