When thinking of major athletic brands, New Balance usually falls somewhere in the middle. Markets Insider reveals that New Balance has $3.8 billion in revenue and is currently the fifth biggest athletic retailer in the United States. Currently, New Balance's main marketing message rests on individuality and independence. Per Ad Age, Chris Davis (New Balance VP of Global Marketing) said "As a challenger brand, we embrace the role of being the underdog—that
individuality inspires the same sense of confidence in [our] consumers." So does this sentiment of individuality come through in the brand's mobile app? Let's find out!
The first thing to note is that the New Balance app is free. This is a smart decision for a "challenger brand." In my review of Fabletic's website, I covered the emerging trend of brands asking consumers to complete short quizzes in order to personalize products to their tastes. Well, New Balance is no exception. I was actually surprised to see this from a unisex athletic brand, especially as it's the first thing that pops up when you download the app. The quiz asks you quick and basic questions about how you like to exercise, your style, and some demographic questions.
The app then loads to its homepage which is now supposedly curated to your needs. The first thing I noticed was that by downloading the app, I was automatically enrolled in a New Balance rewards program. I was immediately given 500 points, which actually doesn't amount to any benefits but it still feels good.
What I liked about the app is that each page had a consistent and clean look. The user interface of the app is very simple - it's easy to shop, check on your orders, and find stores near you. If you are searching for a particular product (say Women's walking shoes), it is pretty easy to navigate your way to that page and look through the options. However, if you just want to browse and aren't looking for anything specific, there is no option to browse "All Women's Shoes", for example. I think the app could be improved with this feature for customers who may not be committed to any one type of product.
Another great feature of the app is the "RUNIQ" page. RUNIQ is a New Balance smartwatch that is similar to a FitBit. The smartwatch allows you to track your workouts, listen to music, and respond to phone notifications. You can connect the watch to the app, and if you don't already own the watch you can purchase it directly through the app. I had no idea that New Balance also carried a smartwatch so this was one of the most intriguing parts of the app for me.
While the app is easy to use and easy to shop, it is not particularly innovative. There are no gaming features or options to connect with friends or other users. The purpose of the app seems to be to shop, track orders, and earn points. I think the rewards program is the best part of the app as it motivates consumers to keep shopping with New Balance. Your New Balance points also carry through in stores, online, and through the app creating an omni - channel experience.
For loyal New Balance customers, the app is definitely worth downloading and keeping on your phone. I am not sure how often casual customers would be inclined to check the app, unless they are tracking a past order. In order to convert casual customers into loyal customers, the app needs to do more to keep users engaged. Incorporating gaming or sharing would be the best way to get users to open the app regularly. I would also like to see more of the individuality theme come through on the app. The quiz was a great way to start but after that I didn't feel as if the app stood out from other athletic brands apps. One way for New Balance to differentiate its app would be to include more fitness instruction or video content. According to eMarketer, research shows that fitness app usage in the United States has grown by 330% from 2014 - 2017. Individualized workout routines or trackers would be an innovative way to get potential consumers to download, keep, and ultimately shop the app.
The first thing to note is that the New Balance app is free. This is a smart decision for a "challenger brand." In my review of Fabletic's website, I covered the emerging trend of brands asking consumers to complete short quizzes in order to personalize products to their tastes. Well, New Balance is no exception. I was actually surprised to see this from a unisex athletic brand, especially as it's the first thing that pops up when you download the app. The quiz asks you quick and basic questions about how you like to exercise, your style, and some demographic questions.
The app then loads to its homepage which is now supposedly curated to your needs. The first thing I noticed was that by downloading the app, I was automatically enrolled in a New Balance rewards program. I was immediately given 500 points, which actually doesn't amount to any benefits but it still feels good.
What I liked about the app is that each page had a consistent and clean look. The user interface of the app is very simple - it's easy to shop, check on your orders, and find stores near you. If you are searching for a particular product (say Women's walking shoes), it is pretty easy to navigate your way to that page and look through the options. However, if you just want to browse and aren't looking for anything specific, there is no option to browse "All Women's Shoes", for example. I think the app could be improved with this feature for customers who may not be committed to any one type of product.
Another great feature of the app is the "RUNIQ" page. RUNIQ is a New Balance smartwatch that is similar to a FitBit. The smartwatch allows you to track your workouts, listen to music, and respond to phone notifications. You can connect the watch to the app, and if you don't already own the watch you can purchase it directly through the app. I had no idea that New Balance also carried a smartwatch so this was one of the most intriguing parts of the app for me.
While the app is easy to use and easy to shop, it is not particularly innovative. There are no gaming features or options to connect with friends or other users. The purpose of the app seems to be to shop, track orders, and earn points. I think the rewards program is the best part of the app as it motivates consumers to keep shopping with New Balance. Your New Balance points also carry through in stores, online, and through the app creating an omni - channel experience.
For loyal New Balance customers, the app is definitely worth downloading and keeping on your phone. I am not sure how often casual customers would be inclined to check the app, unless they are tracking a past order. In order to convert casual customers into loyal customers, the app needs to do more to keep users engaged. Incorporating gaming or sharing would be the best way to get users to open the app regularly. I would also like to see more of the individuality theme come through on the app. The quiz was a great way to start but after that I didn't feel as if the app stood out from other athletic brands apps. One way for New Balance to differentiate its app would be to include more fitness instruction or video content. According to eMarketer, research shows that fitness app usage in the United States has grown by 330% from 2014 - 2017. Individualized workout routines or trackers would be an innovative way to get potential consumers to download, keep, and ultimately shop the app.
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