How to Drive Users to Try Out Products at Store

Introduction

Sometimes, when people are interested in buying something online, they want to see, touch, and try the product before making a decision. In this use case, we will explore how to nudge users to try out products at a physical store. By sending Push Notifications when users are near our store, we can remind them to come and experience the product in person. This strategy provides value to the end user by allowing them to see and touch the product before making a purchase decision. It also saves them the hassle of buying online and potentially having to return the product. Ultimately, this approach aims to enhance the shopping experience and increase user satisfaction.

Marketers can trigger location based Push Notifications to users if they enter or exit a certain area, or when a user dwells at a certain place for a defined time period.

In this article, we will trigger Push Notifications when a user is within 1 km of our store. We will segment customers who have added products to the cart but did not purchase them yet.

Expected Result

Users receive a Push Notification on their phones about trying out products at store:
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Prerequisites

  • Integration of MoEngage Android or iOS SDK in your platforms. For more information, refer to the Developer Guide.
  • Events to track the action of a user adding an item to their cart and related information such as the platform, added product’s ID, name, price. In this example, we will name the event as “Added to Cart”. To understand how to track events, refer to the Developer Guide.
  • Events to track the action of a user purchasing the product and related information such as the platform, purchased product’s ID, name, price. In this example, we will name the event as “Added to Cart” and “Product Purchased” respectively. To understand how to track events, refer to the Developer Guide.
  • Integration of Geofence for your account.
  • Settings for Push.

Create a Push Campaign

In this section, let us create a Push Notification campaign that triggers messages while a user enters defied regions:

Step 1: Target Users

  1. Navigate to the sidebar on the left and click Engage > Campaigns and click + Create campaign or click + Create new > Campaign.
  2. Under Outbound, select Push > Location Triggered.
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    You are taken to the first step "Target users" of defining your campaign.
  3. 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. For example, "Journey".
    2. Campaign name: Enter a name for the campaign. For example, "Try out your dress!".
    3. Campaign tags: Select the required campaign tags.
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  4. Define your Geofence. While defining this, you can decide whether you want to show a message when a user enters this region, when a user exits, or when a user stays at this region for a defined time (only possible with Android).
    1. In the Geofence section, click + Add Geofence.
    2. In the Geofence name field, enter a name to the Geofence. For example, "Disneyland_Park".
    3. From the Send notification when drop-down, select "User enters the Geofence".
    4. From the Notification responsiveness drop-down, 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.
    6. Define the radius below the map.
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    7. Click Done to add the Geofence. This adds the fence and you can check the same from the Geofence section where you initially saw the + Add Geofence button.
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  5. If you want to add more than one fence, click + Add Geofence again and repeat the same process as mentioned in Step 4 above. If you want to edit something about the fence, click the Edit icon and make the required changes.
  6. In the Target Audience section, select users who have added items to their cart but not have purchased anything in the last 30 days.
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  7. In the Target Platforms section, select Android.
  8. Click Next to move to the second step "Content" where you can define the content that will go into your Push campaign.

Step 2: Content

  1. Select the template that you like to go with. For our example, select Basic notification.
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  2. Enter the required content for the campaign. We can enter the content manually or generate it using Merlin AI. For more information, refer to Generate Push Messages with Merlin AI.
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  3. You can personalize the content further by entering information such as the URL, by adding buttons, and/or by adding coupons from the Advanced section.
  4. Add personalisation 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, enter “@". The Push Personalization pop-up is displayed from where you can select the information you want.
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    Clicking the first name makes the message content look something as follows:
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  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.
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    • 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.
      3. From the Click action drop-down list, select "Deeplinking".
      4. In the URL field, enter the link to your store.
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  6. Click Next to move to the third step "Schedule and goals" where you can define the schedule and goal of your campaign.

Step 3: Schedule and Goals

Location-triggered campaigns are published as soon as possible always. However, you can control when the message must be 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.
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  3. Add conversion goals that you like to track.
  4. Change the deliverability settings based on your requirements. For more information, refer to Create Push Campaigns.
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  5. Click Publish.

Conclusion

In this use case, we learned how to create a campaign to get users to try your product in your offline store if they added your product to the cart but have not purchased yet. You can set up a "cart abandonment campaign" in parallel to maximise conversions.

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