Abhijeet Singh
Abhijeet Singh
Episode 05
Episode 05
74 min
74 min
EP5: App Strategy for Omni Channel Growth
EP5: App Strategy for Omni Channel Growth
EP5: App Strategy for Omni Channel Growth
Why Does This Episode Matter?
Why Does This Episode Matter?
This episode gives founders and operators a practical framework to decide whether an app is a real growth lever or just an expensive distraction, using real numbers, not generic playbooks.
Through examples across D2C, fashion, personal care and omnichannel brands, it explains how apps can drive higher conversion, AOV and retention when launched at the right stage.
It also breaks down the core KPIs that matter, app share of D2C, session-to-purchase, LTV and retention—helping teams make clearer marketing, product and growth decisions.
This episode gives founders and operators a practical framework to decide whether an app is a real growth lever or just an expensive distraction, using real numbers, not generic playbooks.
Through examples across D2C, fashion, personal care and omnichannel brands, it explains how apps can drive higher conversion, AOV and retention when launched at the right stage.
It also breaks down the core KPIs that matter, app share of D2C, session-to-purchase, LTV and retention—helping teams make clearer marketing, product and growth decisions.
Abhijeet Singh
Co-Founder & CEO of Appbrew
Topic discussed
Topic discussed
In this episode of Dilse Omni Podcast, Saurabh and Abhijeet unpack when brands should actually invest in a mobile app, and why it’s not the right move for every category on day one. They dig into the key KPIs that define app success—like app share of D2C revenue, conversion rate and AOV uplift vs web, LTV, and retention—and how to read these numbers in context.
The conversation also covers how apps fit alongside websites and marketplaces in an omnichannel journey, and why native apps often become the most efficient channel once repeat purchase kicks in.
Drawing on Appbrew’s work with brands like Snitch and leading skincare players, they break down what goes into building app experiences that don’t just get installs, but actually retain users and drive repeat purchases at scale.
In this episode of Dilse Omni Podcast, Saurabh and Abhijeet unpack when brands should actually invest in a mobile app, and why it’s not the right move for every category on day one. They dig into the key KPIs that define app success—like app share of D2C revenue, conversion rate and AOV uplift vs web, LTV, and retention—and how to read these numbers in context.
The conversation also covers how apps fit alongside websites and marketplaces in an omnichannel journey, and why native apps often become the most efficient channel once repeat purchase kicks in.
Drawing on Appbrew’s work with brands like Snitch and leading skincare players, they break down what goes into building app experiences that don’t just get installs, but actually retain users and drive repeat purchases at scale.
In this episode of Dilse Omni Podcast, Saurabh and Abhijeet unpack when brands should actually invest in a mobile app, and why it’s not the right move for every category on day one. They dig into the key KPIs that define app success—like app share of D2C revenue, conversion rate and AOV uplift vs web, LTV, and retention—and how to read these numbers in context.
The conversation also covers how apps fit alongside websites and marketplaces in an omnichannel journey, and why native apps often become the most efficient channel once repeat purchase kicks in.
Drawing on Appbrew’s work with brands like Snitch and leading skincare players, they break down what goes into building app experiences that don’t just get installs, but actually retain users and drive repeat purchases at scale.
When brands should launch an app
Most brands don’t need an app on day one, but once there’s repeat purchase behavior and a meaningful D2C base, a well-built app can become the most profitable, high-intent channel in the entire stack.
The episode makes it very clear that the question is not “app or no app?” but “when, why, and how do you build an app that actually moves revenue, retention, and brand love?”
The podcast frames apps as a channel you graduate into, not a starting point. Early-stage brands should first validate the product–market fit and build a stable D2C flow via website and marketplaces before thinking of an app. Once repeat purchase kicks in and a brand wants deeper relationships, owning an app becomes a 10x lever instead of a vanity project.
When brands should launch an app
Most brands don’t need an app on day one, but once there’s repeat purchase behavior and a meaningful D2C base, a well-built app can become the most profitable, high-intent channel in the entire stack.
The episode makes it very clear that the question is not “app or no app?” but “when, why, and how do you build an app that actually moves revenue, retention, and brand love?”
The podcast frames apps as a channel you graduate into, not a starting point. Early-stage brands should first validate the product–market fit and build a stable D2C flow via website and marketplaces before thinking of an app. Once repeat purchase kicks in and a brand wants deeper relationships, owning an app becomes a 10x lever instead of a vanity project.
When brands should launch an app
Most brands don’t need an app on day one, but once there’s repeat purchase behavior and a meaningful D2C base, a well-built app can become the most profitable, high-intent channel in the entire stack.
The episode makes it very clear that the question is not “app or no app?” but “when, why, and how do you build an app that actually moves revenue, retention, and brand love?”
The podcast frames apps as a channel you graduate into, not a starting point. Early-stage brands should first validate the product–market fit and build a stable D2C flow via website and marketplaces before thinking of an app. Once repeat purchase kicks in and a brand wants deeper relationships, owning an app becomes a 10x lever instead of a vanity project.
Which categories must have an app, and who should wait?
Which categories must have an app, and who should wait?
Abhijeet calls out categories where apps almost become non‑negotiable:
Fashion: Apps often become the main channel within 1–2 months because of high browsing frequency and impulse behavior.
Personal care/beauty: Routine‑driven, high‑repeat categories (like minimalist‑style skincare) see strong adoption once the app experience is done right.
Large catalogs (FMCG, marketplaces, etc.): The more SKU depth and repeat buying, the more an app pays off through better discovery, retention, and data.
For ultra‑niche or very low‑repeat categories, the bar is higher: an app only makes sense if the marketing team believes in it, is ready to push it, and can curate it as a real channel, not a parked asset.
Abhijeet calls out categories where apps almost become non‑negotiable:
Fashion: Apps often become the main channel within 1–2 months because of high browsing frequency and impulse behavior.
Personal care/beauty: Routine‑driven, high‑repeat categories (like minimalist‑style skincare) see strong adoption once the app experience is done right.
Large catalogs (FMCG, marketplaces, etc.): The more SKU depth and repeat buying, the more an app pays off through better discovery, retention, and data.
For ultra‑niche or very low‑repeat categories, the bar is higher: an app only makes sense if the marketing team believes in it, is ready to push it, and can curate it as a real channel, not a parked asset.
Apps vs websites in omnichannel journeys
Abhijeet draws a simple contrast: 90% of e‑commerce happens on mobile devices, but the quality of that experience is radically different on native app vs mobile web. Median app conversion rates are around 3x of web, and AOV on app is typically 25%+ higher, largely because app flows are faster, more personalized, and designed for repeat users rather than one‑time visitors.
He also explains the “identified user” advantage:
On web, a small fraction of visitors log in; many check out as guests, making it hard to track and retarget beyond paid media.
On apps, around 30% of users log in, and an active app user can pass 150+ behavioral events per month vs 15–20 on web, giving brands rich, user‑level data to drive journeys, cohorts, and campaigns.
This is why a good app feels like an exclusive brand outlet in the customer’s pocket: it’s always present, not subject to Meta/Google “tax” every time you want to talk to your own customer, and it compounds value as more behavior data flows in.
Apps vs websites in omnichannel journeys
Apps vs websites in omnichannel journeys
Abhijeet draws a simple contrast: 90% of e‑commerce happens on mobile devices, but the quality of that experience is radically different on native app vs mobile web. Median app conversion rates are around 3x of web, and AOV on app is typically 25%+ higher, largely because app flows are faster, more personalized, and designed for repeat users rather than one‑time visitors.
He also explains the “identified user” advantage:
On web, a small fraction of visitors log in; many check out as guests, making it hard to track and retarget beyond paid media.
On apps, around 30% of users log in, and an active app user can pass 150+ behavioral events per month vs 15–20 on web, giving brands rich, user‑level data to drive journeys, cohorts, and campaigns.
This is why a good app feels like an exclusive brand outlet in the customer’s pocket: it’s always present, not subject to Meta/Google “tax” every time you want to talk to your own customer, and it compounds value as more behavior data flows in.
KPIs that define app success
KPIs that define app success
The podcast is very clear that installs are a vanity metric; real success is measured on business outcomes. Abhijeet and Saurabh anchor on a handful of core KPIs:
The podcast is very clear that installs are a vanity metric; real success is measured on business outcomes. Abhijeet and Saurabh anchor on a handful of core KPIs:
App share of D2C sales
As an organic baseline, 20–25% of D2C revenue from the app is healthy; with conscious pushing, they’ve seen brands reach 50–60% of D2C sales via app.
Conversion rate delta (app vs web)
The app should outperform web on session‑to‑purchase; median 3x uplift is cited as a realistic benchmark when the app is done well.
Average Order Value (AOV) uplift
Apps should deliver higher AOV through better merchandising, personalized bundles, and cross‑sell; 1.2–1.3x AOV vs web is common in case studies.
Lifetime value (LTV) and retention
In the episode they talk about app customers showing much higher LTV—often several times web customers—because frequency and ticket size both improve.
Day‑30 retention of app users can be 10–20x that of web visitors; one example mentioned is web at about 0.3% vs app at ~7% on day 30.
Ad efficiency / CAC
As app contribution grows, brands reduce reliance on paid retargeting because push, in‑app journeys, and CRM handle a lot of repeat activations.
Saurabh also adds two important input metrics people ignore: app‑store listing conversion (view‑to‑install) and push notification reachability, both of which have massive downstream impact on ROI but are entirely in the brand’s control.
Appbrew’s work with leading D2C brands
A big chunk of the conversation is anchored in Appbrew’s actual builds for high‑growth D2C brands. Snitch is the flagship story: they already had an app from another provider, but after an Appbrew‑led audit and rebuild, app contribution doubled within about 15 days and conversion rates jumped roughly a third on top of already strong app numbers.
Within a month of the relaunch, around 60% of their D2C business was coming from the mobile app, with 2.5x conversion vs earlier baselines and about 1.3x AOV uplift.
Appbrew’s work with leading D2C brands
A big chunk of the conversation is anchored in Appbrew’s actual builds for high‑growth D2C brands. Snitch is the flagship story: they already had an app from another provider, but after an Appbrew‑led audit and rebuild, app contribution doubled within about 15 days and conversion rates jumped roughly a third on top of already strong app numbers.
Within a month of the relaunch, around 60% of their D2C business was coming from the mobile app, with 2.5x conversion vs earlier baselines and about 1.3x AOV uplift.
Appbrew’s work with leading D2C brands
A big chunk of the conversation is anchored in Appbrew’s actual builds for high‑growth D2C brands. Snitch is the flagship story: they already had an app from another provider, but after an Appbrew‑led audit and rebuild, app contribution doubled within about 15 days and conversion rates jumped roughly a third on top of already strong app numbers.
Within a month of the relaunch, around 60% of their D2C business was coming from the mobile app, with 2.5x conversion vs earlier baselines and about 1.3x AOV uplift.
Similar patterns show up in other categories:
Skincare brands using Appbrew report ~3x higher app conversion vs web, ~40% D2C contribution from the app, and ~20–25% higher AOV from better personalization and routines.
Appbrew’s stack typically includes native analytics, CRM and Meta/Google integrations, loyalty, social login, and campaign‑specific landing pages so marketing teams can ship concepts fast without dev bottlenecks.
Under the hood, Abhijeet talks about two layers: an infra layer (fast, reliable commerce plumbing) and an intelligence layer (events, segmentation, AI, and recommendations) that turns the app into a performance engine, not just a catalog.
Similar patterns show up in other categories:
Skincare brands using Appbrew report ~3x higher app conversion vs web, ~40% D2C contribution from the app, and ~20–25% higher AOV from better personalization and routines.
Appbrew’s stack typically includes native analytics, CRM and Meta/Google integrations, loyalty, social login, and campaign‑specific landing pages so marketing teams can ship concepts fast without dev bottlenecks.
Under the hood, Abhijeet talks about two layers: an infra layer (fast, reliable commerce plumbing) and an intelligence layer (events, segmentation, AI, and recommendations) that turns the app into a performance engine, not just a catalog.
The biggest takeaway from this episode?
The biggest takeaway from this episode?
Apps make sense for brands with repeat customers and a strong D2C base.
Apps make sense for brands with repeat customers and a strong D2C base.
Measure success by revenue, conversion, AOV, and retention—not installs.
Measure success by revenue, conversion, AOV, and retention—not installs.
ROI comes from using apps as relationship channels, not mini websites.
ROI comes from using apps as relationship channels, not mini websites.
This is just the beginning. If you’re ready to understand how AI and Omnichannel thinking work together, and want to build a loyalty program for your brand, feel free to reach out at <saurabh@daiom.in>.
This is just the beginning. If you’re ready to understand how AI and Omnichannel thinking work together, and want to build a loyalty program for your brand, feel free to reach out at <saurabh@daiom.in>.
Talks with Saurabh Agrawal
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Talks with Saurabh Agrawal
Talks with Saurabh Agrawal
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