MASC is a Canadian-based skincare brand for men, on a mission since 2007 to change the game for men’s skincare and grooming
MASC is a Canadian men’s skincare and grooming retailer with 18 years of experience and a strong omnichannel presence.
They needed a mobile app experience that matched their website while removing operational overhead for their small team – something they were struggling with on their current provider.
When they switched to MobiLoud, they got a solution that gave them a more frictionless customer experience, with less work to maintain. Read on to learn more about their story.
Snapshot
Vertical: Men’s Skincare & Grooming
Platform: Shopify
Key Metrics:
- 20% of total online revenue coming from the app
- 5.1x Higher ARPU on the app
- 3x Higher conversion rate on the app
Business Impact:
- Easier app management for a small team
- Full feature parity with their website (including VideoWise and gift-with-purchase features previously unavailable in their old app)
- Saved time by eliminating duplicate updates across website and app
- Seamless customer transition with positive feedback on app usability and design
"It's great to have an app, but realistically, you can't really be managing your website and your app separately. If you're on a small team and trying to manage those things, it's kind of a waste of time."
- Patrick Levesque, Co-Founder
The Roadblock
MASC has been in business since 2007, and have always tried to stay at the cutting edge of how consumers prefer to shop.
That meant expanding from brick and mortar to ecommerce early, and being one of the first independent DTC brands to launch their own mobile apps.
They were happy to have the app. But the small issues with their previous solution, a popular drag-and-drop app builder, were starting to catch up to them.
- Maintaining the app required duplicate work, updating both the website and app separately – putting strain on their small team.
- Some website features – like innovative shoppable videos (integrated with VideoWise), and gift-with-purchase promos in their checkout flow – weren’t available in the app.
- These missing features and workflow complexity meant the experience between website and app wasn’t consistent, creating friction for their customers.
For a small team, and a brand focused on providing a unique customer experience, these issues were significant.
They needed an app that would stay in sync with their website without adding to their workload or requiring costly upgrades.
Why They Chose MobiLoud
MobiLoud’s approach – replicating their existing website as a fully functional app – was the perfect fit.
Key advantages that sold them included:
- One-codebase approach, eliminating duplicate work
- All existing Shopify apps and features would automatically work in the mobile app
- No need to rebuild or compromise on functionality
- Cost-effective compared to enterprise-level alternatives
- Future website updates automatically reflect in the app
Importantly, they could transfer every part of their bespoke approach to CX from the website to the app.
Features like their shoppable videos finally worked – without any additional investment in custom development or higher subscription tiers.
Launch & Results
Moving existing customers from a live app to a new build can be troublesome.
But the transition went smoothly, with customers adapting well to the new app experience. Early feedback has been positive regarding functionality and user experience.
Their app is a key part of their retention strategy, contributing 20% of their online revenue, with app users converting 3x higher and spending 5.1x as much as web shoppers.
They’ve finally been able to bring their unique web experience into the app, and to do it while also saving a significant amount of time and effort in upkeep was a major win.
It also gives Patrick and his team the peace of mind to know they can iterate on their website freely, without creating a boatload of work for the app.
“When we eventually revamp our site, or add new features, that will tweak our app as well and they'll both go hand in hand, instead of having to do one, then the other, and make sure that they're matching each other.”
The Takeaway
For businesses with high repeat purchase rates, like MASC, mobile apps are a must.
But with many of the mobile app solutions out there for Shopify brands, launching an app experience that lives up to your web experience is a major challenge
This is especially true for brands with unique, custom-crafted features for the web, just like MASC.
MobiLoud’s website to app approach is just a better way to launch an app. It takes all the best parts of your website, combines them with the best parts of an app (home screen icon, app store presence, push notifications), and lets you maintain both channels without double the work.
It’s particularly beneficial for lean teams. Teams who don’t have the resources to be juggling multiple platforms, and don’t want to have to pay again just for tools they already pay for can work in their app.
“There were a lot of frustrating things where customers would be experiencing one thing on the website and then a different thing on the app. MobiLoud allowing us to use all the features that we already pay for with other companies is important.”
It’s just easier. It’s more cost-effective, and there’s a clearer path to ROI.
Ready to see what’s possible? Get a free preview of your website as a mobile app and see how MobiLoud can eliminate duplicate workflows while preserving all your custom features, and let you launch the perfect mobile app for your customers.
MASC is a Canadian-based skincare brand for men, on a mission since 2007 to change the game for men’s skincare and grooming
