About TOPTEN Mall
TOPTEN Mall is a comprehensive Korean fashion mall that offers casual, formal, and children’s clothing at reasonable prices through both online and offline channels. It allows consumers to purchase all brands of Shinsung Trading, including TOPTEN, TOPTEN Kids, ZIOZIA, Olzen, AND Z, Edition, POLHAM, POLHAM Kids, and Project M, in one convenient location.
Challenge
During a period of booming domestic brand consumption in Korea, TOPTEN Mall sought to capitalize on the opportunity by holding several discount events. The brand spread awareness of these sales through social media announcements and timed press releases.
However, TOPTEN faced a significant challenge: the promotional links took customers to the desktop and mobile websites, rather than the mobile app. This approach was less effective, as app users had a lifetime value (LTV) six times higher than mobile web visitors.
To improve the ROI of its promotions, TOPTEN Mall laid out several goals for its discount event strategy:
1. Convert web users into app users
Beyond a one-time increase in sales, TOPTEN Mall wanted its discount events to help acquire new, loyal customers.
A core focus of the campaign was converting organic and paid mobile website visitors into mobile app users. TOPTEN Mall recognized that app users were more likely than website visitors to make repeat purchases, fostering a long-term relationship with the brand. By encouraging downloads, TOPTEN Mall secured a presence on users’ smartphones, enabling them to drive engagement and purchases through targeted push messages.
2. Provide a seamless user experience
To keep users coming back to the app, TOPTEN Mall knew it had to deliver a seamless, high-quality experience — especially for customers who usually shopped on the web. A great app experience would make users more likely to return and make future purchases.
To make this happen, TOPTEN Mall needed a solution that could deep link users from the website straight to the right spot in the app. It also had to reliably bring users with the app installed back into the app instead of the mobile website.
3. Accurately measure performance
To properly measure the success of the discount event campaign, TOPTEN Mall needed to measure web and app conversion performance in one place, without duplicate data.
Solution
To accomplish these goals, TOPTEN Mall turned to Branch, eager to leverage Branch’s linking and attribution solutions to drive success across its omni-channel campaign.
Mobile web-to-app smart banners
TOPTEN Mall deployed Journeys web-to-app smart banners to deliver personalized messaging to users on the mobile website. This strategy encouraged users to download the app and complete their purchase by using deferred deep linking to take them directly to the same location after installation.
If the app is already installed, the Journeys smart banners make it simple for users to switch to the app and pick up right where they left off.
Cross-platform mobile measurement
While native apps offer many advantages, some customers prefer to purchase directly from the web rather than installing the app. Others might browse products on the web, then later search for and install the app to complete their purchase.
This cross-platform behavior makes it challenging to measure performance with traditional analytics tools. However, Branch Performance enabled TOPTEN Mall to track user interactions and conversions across both web and app in a single dashboard. With this unified view, TOPTEN Mall could optimize its marketing campaigns by accurately comparing performance data in one place.
Results
Thanks to Branch’s Journeys smart banners, TOPTEN Mall has turned organic web visitors—who might have made only a one-time purchase — into more likely mobile app users. This shift is expected to drive future sales and improve ROI. With Branch’s mobile measurement platform, TOPTEN Mall can now track performance across both web and app in a single dashboard, giving them a clear, unified view of their campaign results.
By taking a strategic, cross-platform approach, TOPTEN Mall saw incredible results using Branch:
- Increased app installs from organic channels by 4.5x
- Increased in-app purchases by users acquired from organic channels by 2.5x
Additionally, the lifetime value (LTV) of app users who downloaded via a Journeys smart banner was twice that of users who downloaded the app through a paid channel.
Thanks to the success of these discount event promotions, TOPTEN Mall achieved a 120% increase in sales and an 85% growth in its share price.
“Branch gives me the ability to see the big picture of marketing across web and app across channels and platforms at a glance. In addition, a large amount of organic web traffic from multiple discount events was easily converted into high-value app users. Through this, we were able to significantly increase the sales performance compared to the marketing resources of Top Ten Mall.”
San Park, Assistant Manager
Shinsung Trading E-biz Planning Team
