Following an article we wrote last year about Burberry’s increased use of social media throughout fashion week in London, it has come to my attention that more brands are embracing the digital age including Topshop who are using their mobile app to engage users throughout the fashion event.

We have had a few posts recently about useful apps to help you throughout your business day and when you’re on the go. It’s undeniable, that apps are increasingly important for brands and people alike, and corporations are finding unique and exciting ways to use apps to engage their audience and increase involvement.

With the Topshop app dedicated fans who have downloaded it will receive a virtual front row seat at the fashion show.

Alongside the live streaming of the cat walk, the app also gives iPhone users exclusive content in offline and online methods. The marketing team have used QR codes in shop windows, on clothing tags for designer T-Shirts and also within the Topshop newspaper distributed throughout the event, for users to snap with their app and get more information.

On top of all this, there are behind-the-scenes videos, including make-up tutorials from top models and designers. The app, that launched in December, is also said to contain the full range of clothes that are available on the main site, so that whilst you are watching the models you can purchase new clothes.

This kind of engagement is particularly important within the current climate, having a close and meaningful relationship with customers is one of the few ways to retain business and develop advocates of your brand.
Topshop has given it’s clients a reason to download their app including a variety of different situations in which it can be used. When developing an app for your brand, it is important that it is truly unique, or really useful.

Here are some of the most useful/ unique apps from well known brands that I have found so far:

1. iFood from Kraft

Listing hundreds of recipes, categorised by occasion, ingredients and much more, the app can be used at any meal time. Although the app launched in 2008, statistics have shown that it is still popular today and 60% of those who downloaded four years ago are still using it now! The app leads the users to Kraft focused recipes (obviously!) but also acts as a distribution service, for information, vouchers and news.

2. Sky+ from Sky

Sky released their Sky+ app to give their customers lots of extra features for their monthly fee. The Sky+ app allows Sky users to record a show or series for the next seven days from any location they are at. Using an iPhone, iPod touch, iPad and Android, users look through channels, quickly search for shows and record programmes that can’t be missed!

3. Pingit from Barclays

This app was launched very recently, 16 Feb 2012 to be exact, and is a really fast way to send money using just a mobile phone number. Barclays account holders are permitted to send and receive money, and those not with Barclays can just receive the money. This app, although initially criticised, seems safe enough and can be a great way to pay your debtors quickly and easily.

4. Easy Jet

Easy Jet created an app that allows the user to manage their flights all in one place, anything from booking, flight status, managing previously booked flights and other available options including, speedy boarding, online check-in and addition luggage allocation. The app has been successful and has increased the engagement of Easy Jet customers.

5. Gumtree

The online market place offers users an easy way to search Gumtree for products desired, the app sorts through ads by location, allows contact with sellers within the app, creates favourites list and keeps track of the items being sold within the lists.

Each app has been successful due to its specific and unique use, make sure that when creating your app, it is useful for your customers and that they gain something specific when they download it. If your app is good enough, then not only will your customers download it, but they will also continually use it and gradually become more engaged with your brand.

If you have an app that you are particularly proud of or have seen one that you can’t live without, let us know!