Airship Announces 2024 Altitude Award Winners

Asda, bol, CIMB Singapore, Sally Beauty Holdings and The Vitamin Shoppe earn top honors for capturing more value from mobile-first customer experiences

Mobile-first customer experience company Airship today announced the winners of the 2024 Airship Altitude Awards. Asda, bol, CIMB Singapore, Sally Beauty Holdings and The Vitamin Shoppe each won their respective award categories for exceptional value creation across acquisition, activation, value impact, unified experience and mobile mastery.

Acquisition: Online marketplace bol was recognized for its strategies and results in driving app downloads with its “Price Alert Push as Acquisition Strategy.” bol created a price alert push campaign to acquire new app users and gain opt in for alerts when there is a discount on an item in a user’s wish list. The team encouraged customers to download the app, opt-in to notifications and add items to their wish list in the run up to major sales campaigns, like their bol 10 Days Campaign. The effort drove a significant uplift in price alert notifications, driving nearly 3X higher opt-in rates than average, an above average open rate of 27% and a conversion rate of 9%.

Activation: Sally Beauty Holdings, a global distributor and retailer of professional beauty products, is honored for “Sally Beauty and CosmoProf Engagement and Opt-in Growth,” which showcased the brand’s ability to onboard new app users, drive ongoing engagement, opt-ins and registrations. Sally Beauty Holdings wanted to grow opt-ins and expand app engagement to provide more value to Sally Beauty and CosmoProf app users. The company implemented Airship’s no-code experiences and cross-channel engagement solutions, including eye-catching native, multiscreen experiences showing videos and quizzes, app store events, early access, sneak-peek programs and exclusive offers. The effort helped the brand increase the number of active users on the Sally Beauty app by 7% and CosmoProf by 16.6% year-over-year. Additionally, Sally Beauty app revenue grew from 12% to 22% of ecommerce revenue and CosmoProf revenue increased from 20% to 32% of ecommerce revenue.

Value Impact: Leading ASEAN bank CIMB Singapore won top honors for driving revenue and creating valuable app customer experiences with its entry, “Empowering Simplicity with CIMB Clicks.” The brand’s vision was to make the CIMB Clicks mobile app in Singapore the go-to choice for simple, secure and seamless banking. The team went beyond simple app upgrades and fostered greater collaboration with their team, simplifying processes and reducing development time from months to weeks and days. CIMB Singapore established a dialogue with customers to educate them on security risks like phishing scams and promote new app features. As a result, monthly active users (MAU) grew 162% from early 2023 to early 2024 and 9 out of 10 retail customers now use digital banking with 75% regularly making monthly transactions.

Unified Experience: Asda, one of the largest supermarket chains in the UK, was recognized for achieving exceptional customer engagement from cohesive, contextually connected experiences with its “Multichannel Rewards Round-Up” campaign. To strengthen the value exchange among its loyal Asda Rewards customers, Asda wanted to increase awareness and engagement with its loyalty program and build customer anticipation for future cash rewards. The team deployed data-driven multichannel campaigns with push notifications, in-app messages and email marketing to provide relevant, timely and consistent updates of personalized rewards progress across channels. As a result, Asda saw a 100% increase in direct open rates of push notifications and a 50% uplift in customers responding to in-app messages. Additionally, Asda’s 2024 email campaign saw an 8% increase in open rates and 39% growth in click-through rate.

Mobile Mastery: The Vitamin Shoppe, a leading retailer of nutritional supplements in the U.S., transformed its mobile app experience to improve customer engagement and e-commerce revenue. The retailer worked diligently to improve every touchpoint along the customer journey, increasing loyalty members and identified users, boosting in-app engagement through gamification, increasing notification opt-in rates, improving conversion rates with an abandoned cart campaign and expanding app traffic with SMS. The Vitamin Shoppe is the first to be recognized in this new award category that celebrates meaningful achievements across the entire customer lifecycle.

“This year’s Altitude Award winners represent teams from across the globe that are capturing greater value from mobile customer experiences,” said Brett Caine, CEO of Airship. “From several dozen award entries to an elite group of 12 finalists, all with very impressive results, these five winning brands are helping to define how to get mobile-first customer experience right in ways that matter most for their customers and their businesses.”

A distinguished group of industry experts reviewed the 2024 Altitude Award entries and scored them based on overall performance, amplification, innovation and degree of difficulty. This year’s judges included: Pietro Lambert, VP of Product Management at OneFootball; Lauren Hensley, Director of Mobile App Marketing and Lifecycle at VML; Tom Burrell, independent retention marketing consultant formerly with DAZN; and Di Wu, VP of Audience Engagement and Lifecycle Marketing at Pandora.

To learn more about the 2024 Altitude Award winners, read the blog post.

About Airship

Airship helps brands master mobile-first customer experiences to build lasting relationships and accelerate business growth.

Since 2009, Airship has enabled thousands of the world’s leading brands to be at the forefront of the customer experience revolution with industry-first support for push notifications, in-app messages and mobile wallet boarding passes — all now the norm in elevating experiences everywhere.

Today, the Airship Experience Platform provides an end-to-end solution for unifying experiences across apps, websites and all channels, including email, SMS, mobile wallet and more. Its no-code Experience Editor and Journeys AI solutions enable marketers and product managers to get work done in minutes instead of months, capturing more value across the entire customer lifecycle without ongoing developer support.

With the Airship Experience Platform and App Store Optimization technology and expertise, brands now have a complete set of solutions to optimize the entire customer lifecycle – from the point of discovery to loyalty – driving greater value for everyone involved.

For more information, visit www.airship.com, read our blog or follow us on X (formerly Twitter), LinkedIn and Facebook.

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