Is the Official App Still Effective for LTV Improvement and Brand Strengthening in the AI Era? Repro Conducts 'Consumer Survey on Official Store/Service Apps'

Repro Inc. (hereinafter referred to as 'the company'), which supports revenue maximization for websites and apps through marketing solutions, conducted a 'Consumer Survey on Official Store/Service Apps' targeting 1,854 general consumers from May 18 to May 19, 2026. The results and analysis are now being announced.

Background of the Survey

Consumer behavior driven by AI is forcing significant strategic shifts in marketing across all industries. Even 'official apps for stores and services,' aimed at improving LTV (Lifetime Value) and strengthening brands through CRM (Customer Relationship Management) and OMO (Online Merges with Offline) initiatives, are no exception. While the rise of AI makes brand switching easier, it is also beginning to enable 'hyper-personalization'—a higher level of individual optimization.

In this rapidly changing environment, what actions should official apps, and the companies and brands that develop and operate them, take?

This survey was conducted to measure the effectiveness of official apps in improving LTV and strengthening brands, clarify changes in consumer behavior brought by AI, understand its impact on official apps, and uncover expectations and concerns regarding personalization—ultimately to gather essential insights for sound strategic and tactical planning.

※ 'Official apps for stores and services' refer to apps officially provided by businesses offering physical stores or offline services, such as 'membership and points apps for supermarkets and department stores,' 'membership, points, and e-commerce apps for apparel and fashion brands,' 'mobile ordering and reservation apps for restaurants,' and 'online account management apps for financial services.'

Download the full report: 'Consumer Survey on Official Store/Service Apps'

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Key Findings

Significant impact of official apps: Approximately 30% reported increased purchase or service usage frequency

The effectiveness of official apps in LTV improvement and brand strengthening is highly correlated with daily app engagement

Gamification is effective in promoting daily engagement: 62% support incentive mechanisms for regular app launches

AI adoption makes brand defense more difficult: 41.8% report reduced switching costs from their preferred products/services

App-exclusive points and benefits outperform AI recommendations: 63.9% cite them as reasons for continued brand usage

Survey Results Summary

[1] Significant impact of official apps: Approximately 30% reported increased purchase or service usage frequency

As many as 28.6% of consumers reported that their frequency of purchases or service usage at stores and facilities increased after installing the official app. This indicates that using the official app as a CRM foundation is beneficial for improving LTV and strengthening brand loyalty.

[2] The impact of official apps on LTV improvement and brand strengthening is highly correlated with daily app engagement

Among consumers who reported positive impacts from store/service official apps—such as 'increased frequency of purchases or service usage at stores/facilities' or 'more frequent recall of the store/service'—about 60% indicated that they 'often' or 'sometimes' launch the app on a daily basis.

※ 'Daily launch' refers to opening the official app for stores/services at times or for purposes other than direct service use, such as presenting it at stores, making online reservations/orders, or managing accounts.

[3] Gamification is effective in promoting daily engagement: 62% support incentive mechanisms for regular app launches

To increase daily app engagement, a clear economic incentive—'the more you launch, the more you gain'—is necessary. As many as 62% of respondents support features such as 'accumulating points or stamps through regular app launches.' The effectiveness of gamification elements and login bonuses is particularly evident.

[4] AI adoption makes brand defense more difficult: 41.8% report reduced switching costs from their preferred products/services

When asked whether 'the resistance to switching from their usual products/services has decreased due to AI usage,' 12.1% responded 'strongly agree' and 29.7% 'somewhat agree.' The rise of AI is forcing a strategic shift in traditional CRM approaches.

[5] App-exclusive points and benefits outperform AI recommendations: 63.9% cite them as reasons for continued brand usage

When asked whether points and benefits offered through official apps could serve as reasons for continued usage of the store/service—considering their experience with AI chat and AI search—63.9% in total responded 'strongly agree' or 'somewhat agree.' This suggests that the economic benefits provided by official apps play a role in brand defense.

Summary

This survey clearly reveals that official apps for stores and services play a crucial role in both LTV improvement and brand strengthening. With 28.6% of consumers reporting increased purchase or service usage frequency after installing the app, it is evident that official apps can serve not just as digital membership cards or information channels, but as CRM platforms capable of changing actual consumer behavior.

To maximize this effect, apps must evolve beyond being 'tools used only when needed' into touchpoints that are launched daily. A clear correlation exists between positive behavioral changes and daily launch frequency, and 62% of respondents expressed a desire for mechanisms where 'the more you launch, the more you gain.' This indicates that combining gamification with economic incentives is an effective strategy for improving LTV and strengthening brands.

On the other hand, the widespread use of AI chat and AI search enables consumers to easily discover and compare alternative products and services, reducing resistance to switching. Brand defense is becoming increasingly difficult. Even in this environment, however, points and benefits offered through official apps continue to serve as reasons for continued usage of the same store or service. Going forward, effectively leveraging economic incentives will be crucial for CRM strategies aiming to create stores and services that 'remain chosen even when compared.'

Survey Overview

Survey Name: Consumer Survey on Official Store/Service Apps

Survey Period: May 18–19, 2026

Survey Method: Internet-based questionnaire

Survey Target: 1,854 smartphone users who have installed at least one official app from the following sectors on their daily-use smartphones (309 respondents each from the 'Teens,' '20s,' '30s,' '40s,' '50s,' and '60+' age groups)

General Retail (supermarkets, convenience stores, drugstores, etc.)

Specialty Retail (furniture, electronics, home centers, cosmetics, etc.)

Department Stores and Commercial Facilities

Apparel and Fashion

Food and Beverage

Financial Services (banks, securities, insurance, etc.)

Services (hotels, leisure, amusement, etc.)

Consumer Survey on Official Store/Service Apps