Guess has updated its mobile application with a new loyalty program and newsfeed to incentivize in-store and online shopping.

The app’s newsfeed now contains customized messages, event notices, behind-the-scenes videos and exclusive shopping offers. It also lets consumers connect their Guess List account and store offers, receipts and gift cards in a mobile wallet.

“The Guess brand is aimed at the young and the hip,” said Mark Ghermezian, CEO of Appboy, New York. “Young people are constantly on their smartphones.

“Guess has to go where they go, and continuously force itself into relevance,” he said. “Mobilly speaking, there is a lot distracting their demographic.”

Mr. Ghermezian is not affiliated with Guess. He commented based on his expertise on the subject.

Guess did not respond to press inquiries.

Guess List
The Guess app is available for free in Apple’s App Store and Google Play.

If consumers link their Guess List account to the app or create a new one, they will now be able to access their loyalty information. They will be able to use the app as a digital version of the card for in-store purchasing.

They can also store offers, receipts and gift cards in the app.

Additionally, members can earn loyalty points by interacting with Guess on Facebook.

Non-members can still use the app to browse Guess products and shop, and they can also create an account for free within the app. Users can also find the nearest Guess store with the store locator.

The in-app newsfeed will aggregate all Guess news and promotions in one simple location so that users can easily find event notices, behind-the-scenes videos and exclusive shopping offers.

Guess sent an SMS blast out to its members announcing the app updates and encouraging consumers to download it. Consumers could click on a link for iOS or Android directly from the SMS.

App engagement
According to Mr. Ghermezian, nearly 50 percent of app users stop using the app within a month of download, and 65 percent stop within three months. The frequency of using the app also goes down as time progresses.

It is very difficult for apps to keep users interested and coming back, and they need to find some value or utility that attracts visits.

For Guess, that is now the newsfeed and the loyalty program.

Urban Outfitters also added a newsfeed to its app to encourage repeat visits and help consumers stay up to date with the retailer’s happenings (see story).

Guess’ newsfeed and loyalty integration will provide a reason for consumers to return to the app after the initial download.

“Loyalty cards are now part of the retail landscape due to Starbucks leading the way, and the part that these easy payment systems play in collecting detailed data on consumer habits,” Mr. Ghermezian said.

“Every app needs a mechanism to keep users once they have made the effort to download and install,” he said. Even a modest increase in app usage shows huge overall ROI for the app developer.”

Final Take
Rebecca Borison is editorial assistant on Mobile Commerce Daily, New York