You gotta do your data homework, you have to look under the hood of all those fancy shiny marketing platforms, and you have to find channels that your competitors overlook. Those are just a few of the massive number of tips and insights for increasing sales in your retail app from Nico Winkelhaus, the Director of Digital Marketing at PAYBACK, Germany’s top loyalty program. (Little secret here: they see literally 5% of the entire nation’s commerce. Insane!) In this episode of Mobile Heroes Uncensored, hosts Peggy Anne Salz and John Koetsier chat with Nico about achieving sustained growth, learning from gaming apps, beating nightmare competitors, and evolving through changes in consumer behavior due to Covid. Plus, we also chat about weaving service through web and mobile app channels, and Nico’s unconventional advice about why you should grow your app at the expense of other channels. Timestamps 0:00 Sustained growth in retail apps 1:05 Nico Winkelhaus from Payback 4:15 From gaming to retail 6:45 What retail apps can learn from mobile games 8:45 The evolution of retail during Covid 12:05 The power of personalized offers 13:30 Getting your data homework done 15:50 Unsexy but effective marketing channels 18:15 Prioritizing your app over other channels 20:02 Creating relevant creative 22:10 Top 3 tips for retail app marketers