Personalization was a problem for Malltip.
The app, which aggregates publicly available information on coupons, sales, maps and directories from more than 1,800 malls and national retailers across the US, quickly realized that “a lot of our users were dropping off because the content we were delivering just wasn’t particularly relevant to them,” said Wai Yong Low, Malltip’s CTO and co-founder.
Malltip, which also has a direct partnership with Mall of America, started working with app automation company Appboy fairly early on after its iOS launch about six months ago to collect data on the in-app actions of its roughly 50,000 users. Low and his team also used Appboy to take better advantage of the data it collected on its own, including which malls its users visit, what sales they checked out and the specific retailers they were interested in, as well as basic demographics.
The result was less generic push notifications – ”Hey [first name], your favorite brand is having a sale!” vs.“Hey! There are some sales happening today” – but Malltip was looking to do more to retain and re-engage
To that end, Malltip started tapping into Appboy’s Connected Content tool, released to general availability on Tuesday. It works like this: Appboy plugs into APIs on its back end, thereby allowing its clients to automatically insert real-time content and customized product recommendations into their app messages and email communications without having to fiddle around with updating their SDK.
For the moment, most of the APIs on Appboy’s menu are the publicly available ones – weather, movie times, maps, sports scores, news feeds and the like.
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