Xtra: Leading the shift from downloads to usage
Today, half of all newly installed apps get deleted within the first month. Xtra - the most downloaded retail app - realized that true business value of an app comes from active users rather than app downloads. And this was the problem, its users were not active. Most of them only used one feature while the app had so much more to offer. People weren’t aware of this and the reason was how Xtra communicated. To entice and educate people, it needed to move away from traditional pushy communication but rather opt for a more native way that seamlessly fits every user to increase the usage of the app.