How apps drive customer engagement effectively

Here at The Distance, we've been developing apps since 2009, so we have a deep understanding of what makes them so effective in engaging both new and existing customers. When we explain the value of apps to clients, we tend to break it down into five key areas. They are:

Mobile usage has only grown more central to people’s lives. Recent data indicates that, globally, people are now spending around 4.9 hours per day on mobile apps.

In the UK specifically, time spent online via smartphones remains very high: over three hours per day on mobile devices, according to recent statistics.

More time in apps means more opportunities for your brand to be present, relevant, and helpful - effectively turning your app into a touchpoint that lives in your users' everyday routines.

Compared to other digital channels (like mobile web), apps provide far more flexibility in design, performance, and custom interactions. Because apps are “native” to devices, we can optimise them for speed, tailor flows in creative ways, and remove friction points. Our designers and developers collaborate to create experiences that feel intuitive, delightful, and purpose-built - experiences that make your customers want to stay.

There’s no denying that getting someone to download an app is a higher barrier than convincing them to visit a website. But once they’ve made that leap, an app is uniquely placed to be their go-to. Because it lives on their device, it’s always accessible, fast to launch, and capable of functioning with personalisation and offline-first strategies.

This convenience gives you a competitive advantage: once users have your app, they’re more likely to use it in preference to other options.

In modern product design and marketing, data is everything. Apps are one of the richest sources of customer data. They allow us to collect app usage data (how users navigate, which screens they use, how long sessions last) and customer data (demographics, preferences, behaviour), and then use that data to refine the app, tailor communication, and deliver value to users in a way that feels highly personal.

Importantly, people who download your app are usually already interested in your offer, whether your app helps them shop, learn, track, or connect. These users are more likely to be high-quality leads. Because communication through the app is direct, personalised, and persistent, you can build a stronger, more engaged audience than through more passive or broad-based channels.

We believe in omnichannel engagement. While the app is central, it’s not the only way to reach your customer. By linking in-app behaviours to email triggers, you create a richer, persistent communication flow.

Examples include:

• Activation/signup welcome emails
• Event invitation emails (e.g. “a new feature is live”)
• Educational content or “how to” guides tied to user behaviour
• Customer feedback surveys

These emails reinforce engagement: if a user does something meaningful in the app, a well-timed email can guide them further, deepen the relationship, or encourage another return.

At The Distance, we’re app specialists. We understand the vital role apps play in encouraging customer engagement and use that knowledge to develop apps that build your brand and keep customers coming back. We also recognise that apps are one aspect of the customer service system and we need to design them to drive engagement across the entire business. As a result, we take a holistic approach to app development, maximising benefits to your business.

If you want to know more about how we can help increase engagement by developing a world-class mobile app, don’t hesitate to get in touch.