Meditation and wellness apps sell something largely intangible, hard to evaluate before purchase, and difficult to prove afterwards. Choose one brand in this space and analyse it as a services marketing problem.
Address: • How do intangibility, inseparability, variability and perishability show up in this service, and how does the brand manage each? • What are customers actually buying — the app, the outcome, the identity, the permission to take time for themselves? • How does the brand create evidence of quality for something whose benefit is subjective? Look at design, testimonials, credentials, research claims, free trials. • Where does the retention problem sit? These categories typically show heavy download and heavy churn.
Conclude with a recommendation for improving retention that does not rely on discounting, and explain why it would work for this particular service.
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