Combining solutions & talent to quickly grow installs by 42%
The Very Group is a hugely successful UK based company that successfully shifted from catalogue mail order to a thriving ecommerce business. With over 1,900 brands available they offer their customers an extensive range of products through their website and mobile app.
In 2020 The Very Group conducted an internal review of their evolving mobile marketing needs and existing mobile measurement partner. The decision was made to go through an RFP process. Sue Azari, Very’s Mobile App Commercial Lead, managed that process and ultimately chose to migrate to AppsFlyer.
Migrating from one MMP supplier to another is never a decision that’s taken lightly. In The Very Groups case the change was driven by their goal to migrate users from their desktop and mobile channels to their app.
After a rigorous RFP process, three potential suppliers were selected, before Very finally chose AppsFlyer. For Sue and the team, the decision was driven by the breadth of the offering and their ability to go much deeper with their data.
By using People Based Attribution (PBA) Very now has a much richer understanding of their customer’s journey which they can turn into actionable insights. Those insights are creatively applied with plans to drive this further with OneLink and Smart Banner, giving The Very Group the perfect combination to support their web-to-app strategy.
Before Very started the onboarding process, documentation was shared and direct contact was arranged between AppsFlyer and Very developers. A series of weekly onboarding sessions between various stakeholders was then arranged. These covered everything from the basics of mobile attribution for people unfamiliar with the mobile ecosystem right through to more technical conversations relating to SDK implementation.
Very successfully migrated to AppsFlyer in September 2020, just a month before their most critical trading period. From the richer understanding of the customer journey and behaviours, Sue was able to make better informed decisions with Very’s paid strategy to grow their paid installs by 42% year-on-year. Not only has the Very app become a highly profitable growth channel it’s also now a strong retention channel for the business.
And all this has been achieved in less time. Sue has saved five hours from her working week because thanks to her AppsFlyer dashboard, she no longer has to pull reports from multiple sources.
While much of that success is driven by how Sue and her team have embraced AppsFlyer, she acknowledges the pivotal role her CSM, Laura Davis, has played in their migration and success.
Very are committed to giving their customers the best possible user experience. For Sue and her team that means a real drive to offer deeper personalisation from within the app. There’s also work to be done to increase awareness and promote the benefits of their app amongst their desktop and mobile customers. Sue will work closely with Laura and the rest of the team at AppsFlyer to drive app installs, improve retention levels and continually explore new ways to grow the business.