Introduction

Though online shopping is popular, some customers still want to see, touch, and try them before making a purchase. As marketers, we can engage such users by nudging them when they are near our store. This approach aims to enhance the shopping experience and increase user satisfaction. We can trigger location-based communication to users if they enter or exit a certain area or when they stay at a certain place for a defined time period.

Advantages of driving users to try out products at the store

• Direct sensory experience: Users can physically interact with the product, feeling the texture, weight, and fit, which is crucial for items like clothing, shoes, or electronics.
• Visual assessment: Users can see the product's design, color, and quality in person, which is often more accurate than relying solely on online images.
• Immediate feedback: Users can try the product in a real-world scenario, such as trying on clothes in a dressing room or testing a piece of electronics in a store setting.
• Reduced risk of returns: By testing the product beforehand, users can minimize the chances of making an unsatisfactory purchase and having to return the item.
• Inspiration and discovery: Store environments often feature a wide variety of products, allowing you to discover new items or brands that users might not have considered otherwise.
• Customer service and advice: Store staff can provide expert advice and answer questions, helping users choose the right product for their needs.

We will achieve this use case by creating a Push campaign to nudge users to try out products at a physical store when they are within 1 km of our store. We will segment customers who have added products to the cart but have not purchased them yet.

Expected Result

Users receive a push notification on their phones about trying out products at the nearby store:

Create a Push Campaign

In this section, we will create a Push campaign that triggers messages while a user enters defined regions:

Step 1: Target Users

1. On the left navigation menu in the MoEngage dashboard, click Engage, and then click Campaigns.
2. On the All campaigns page, click + Create campaign.
3. Under Outbound, click Push > Location Triggered.
   
   You are taken to the first step, Target users, of defining your campaign.
4. Define your campaign with a name and tags. Enter the following details:
   1. Team: Select a team if your organization has teams enabled for your account. For more information, refer to Teams in MoEngage. 
   2. Campaign name: Enter a name for the campaign. For example, Try out your dress!
   3. Campaign tags: Select the required campaign tags.
      
5. Define your Geofence. While defining this, you can decide whether you want to show a message when a user enters, exits, or stays in this region for a defined time (this is only possible with Android).
   1. In the Geofence section, click + Add Geofence.
      
   2. On the Add Geofence page, in the Geofence name field, enter a name for the Geofence, for example, Disneyland_Park.
   3. In the Send notification when list, select when you want to show the communication. For this example, select User enters the Geofence.
   4. In the Notification responsiveness (only android) list, define your responsiveness as 5 minutes. This essentially is a frequency at which MoEngage checks if the user has entered the defined region or not.
      
   5. In the Search for a place search bar, search for the location of your store. For this example, select Disneyland Park, Anaheim, CA, USA.
   6. Define the radius below the map.
      
6. Click Done to add the Geofence. This adds the fence, and you can check it from the Geofence section where you initially saw the + Add Geofence button.
   
7. If you want to add more than one fence, click + Add Geofence again and repeat the abovementioned process. If you want to edit something about the fence, click the edit icon and make the required changes.
   
8. In the Target audience section, click Filter users by, and then click the User behavior tab.
9. Select the condition Has Executed and then select the Added to Cart event in the last 30 days time, as shown below:
   
10. Click + Nested Filter, select inner condition AND. Select the condition Has Not Executed and then select the Product Purchased event in the last 30 days, as shown below:
    
11. In the Target Platforms section, select Android.
    
12. Click Next to move to the second step, Content, where you can define the content for your Push campaign.

Step 2: Content

1. Select the template that you would like to use. For example, select Basic notification.
   
2. Enter the required content for the campaign. We can manually enter the content or generate it using Merlin AI. For more information, refer to Generate Push Messages with Merlin AI.
   
3. You can personalize the content further by entering information such as the URL, adding buttons, and/or adding coupons from the Advanced section.
4. Add personalization to the message using information such as the name of the user. Such personalization makes the message more contextual and makes the users feel connected. To do the same:
   1. Type @.
   2. On the Push Personalization dialog box, find your user attributes, such as Email, Google Advertising ID (Android), and first name.
      
      Clicking the first name makes the message content look something as follows:
      
5. Not all users can find your store from where they are. So you can do one of the following:
   • Add the link to your store from the deeplink option:
     1. From the Default click action drop-down list, select Deeplinking.
     2. In the URL field, enter the link to your store.
        
   • Add an action button to link to your store:
     1. Expand the Buttons section and click + Action button.
        
     2. In the Button name field, enter a name for the button. For example, Take me there.
     3. In the Click action list, select Deeplinking.
     4. In the URL field, enter the link to your store.
        
6. Click Next to move to the third step, Schedule and goals, where you can define your campaign's schedule and goals.

Step 3: Schedule and Goals

Location-triggered campaigns are always published as soon as possible. However, you can control when the message is shown based on certain time rules.

1. In the Time bound for Geofences section, select the Limited period option.
2. Click + Another time bound to add more rules.
   
3. In the Conversion goals section, add goals that you would like to track.
4. Define Delivery controls and Advanced settings based on your requirements. For more information, refer to Create Push Campaigns.
   
5. Click Publish.

Conclusion

In this use case, we created a Push campaign to get users to try your product in your offline store if they added it to the cart but have not purchased it yet. To maximize conversions, you can set up a cart abandonment campaign in parallel.