Have you ever felt overwhelmed by the sheer number of apps you need to manage different aspects of your life? Whether you’re booking a holiday, shopping for groceries, or even buying a car, there seems to be a separate app for every single task. While these apps are helpful, they often leave customers juggling multiple platforms to accomplish related goals. This is where Domain Super Apps come into play, offering a more streamlined, efficient experience by consolidating jobs across a domain within a single, industry-specific app.
The App Overload Problem
Today, most established brands have at least one, if not several, customer-facing apps. Think about sectors like automotive, home ownership or travel: a customer may juggle handfuls of apps to get to a desired outcome. While each of these apps serves a purpose, they create fragmentation, forcing customers to jump between platforms for different but related jobs. As a result, customer loyalty can become diluted across multiple apps, reducing the brand’s overall engagement, understanding of the jobs that the customer is hiring them to get done, and impacting customer satisfaction.
Apple and Google are working on intelligence layers that aim to connect these disparate apps, offering some relief while also moving brands a step further away from the customer. However, there’s a more powerful solution for brands to consider: Domain Super Apps.
The Rise of Domain Super Apps
With the right technology, brands can take ownership of entire categories of jobs to be done (Meta-Jobs) within their market (or Job Domain). Rather than having customers switch between various apps, brands can develop Domain Super Apps that serve the full range of jobs related to their vertical. For example, in the automotive industry, a Domain Super App could encompass browsing, financing, insuring, maintaining, and even finding parking or charging stations for a vehicle—all within one app.
Brands that successfully specialise in a sector already have the deep knowledge, expertise and customer trust required to execute these job journeys effectively. By consolidating multiple customer jobs within a single platform, brands can offer a more cohesive, engaging experience that fosters stronger loyalty.
Domain Super Apps are very different to traditional ‘Super Apps’ or loyalty ‘Coalition’ partnerships.
Not: Super ‘Everything’ Apps
The imminent arrival of Asian-style ‘Super Apps’ to Western markets has been heralded many times over the past decade. Asian apps like WeChat, Paytm, Grab, Line and Gojek have all attracted hundreds of millions of users. Each Super App, serves multiple functions (shopping, messaging, transport, payments etc), hosting many markets inside the app, and earning good margin in each one. However, despite their best efforts, western services such as Whatsapp and X-Twitter have failed to duplicate this lucrative model. Market dynamics in North American and Europe simply don’t appear to fit.
In contrast to trying to replicate Asian ‘Super Everything Apps’, Domain Super Apps focus on connecting clusters of related customer jobs within a Domain. They are provided by well recognised brand names that leverage their deep sector expertise, established brand promise and their already earned customer trust, to better serve customer outcomes.
Not: Coalition Partnerships
In Loyalty, “Coalition Loyalty Programs” have attempted to provide some ‘glue’ between programs, for example, customers earn grocery shopping points that can be used toward the purchase of plane tickets. They can be powerful connectors between brands in different domains that serve similar customers. However, they don’t provide a deeper understanding of the customers’ jobs in a domain or reduce friction in delivery of their desired outcomes. Domain Super Apps leverage in house capabilities, partnerships and affiliates to deliver a seamless experience within and across a domain. For example, a retail grocery app expands to serve family nutrition and wellness jobs, or a hotel app expands to serve a travel concierge jobs, or an clothes store app evolves to serve as a personal style shopper. Always human centric and focused on anticipating and serving the customers most desired outcomes.
Privacy-Preserving, Real-Time Insights with DataSapien
What makes Domain Super Apps even more compelling is their ability to deliver real-time, privacy-preserving insights using DataSapien technology. With the DataSapien SDK (Software Development tool Kit), brands can upgrade their existing apps to provide a deep understanding of customer jobs, surfacing valuable insights and intent signals—all while maintaining 100% privacy. A number of new functions become possible such as Private Personalisation, OmniPersonal Marketing. and confidential Personal Intelligence (AI).
In the process, brands evolve their customer data environments into the 21st century, balancing centralised control and compliance with distributed, human-centric, customer empowering, edge Intelligence technology. All working seamlessly with existing Customer Relationship Management (CRM), Customer Data Platform (CDP), Consent Management Platform (CMP) and Data Lake infrastructure. Customers control their data and share only what they choose, fostering trust, transparency and better life outcomes.
A Competitive Edge for First Movers
Brands that move quickly to adopt Domain Super Apps stand to gain a commanding and dominant position within their industry. By offering an all-in-one solution that addresses multiple customer needs, they can outpace competitors and expand into adjacent markets seamlessly. As customers increasingly prioritize convenience, personalization, and privacy, Domain Super Apps represent the future of customer engagement and loyalty.
The evolution is clear—Domain Super Apps are the next frontier in transforming the customer app experience.