Triggers - Driving Engagement
Triggers, also known as 'Calls to Action', 'Prompts' or 'Nudges' are the tools that a merchant should use to convert loyalty app users to 'purchases'.
The pepper powered app includes a number of built in triggers, such as audience based push notifications and in app messaging banners. They need to be used though in combination with other triggers available to a merchant, including but not limited to:
- In-store triggers
- Staff engagement - training staff members to champion, encourage and facilitate use of the app. Staff who understand the benefits of the app and have been well trained with scripts for common scenarios have been pivotal in the success of existing Pepper merchants.
- In store promotional material - The user journey through the store has a number of critical 'touch points' where their attention can be caught. e.g. Storefront, Menu, POS frontage. Using these to best effect to promote launch of the app has a noticeable effect
- Flyer handouts - Users have been more likely to download the app and to convert to a purchase when they are handed promotional material. This can be used as an instructional tool for any learned behaviour requirements, e.g. encouraging users to checkin.
- In-App triggers
- Push notifications can be sent to individual users, or to groups of users based on Audience membership. In this way, triggers can be targeted at groups of users based on their behaviour, e.g lapsed users, or regular users
- Surveys can be sent via push notifications within the app and can be based on audience membership, allowing questions to be targeted at users based on specific behaviour, e.g. last purchase locations.
- Banner messages can be targeted at audiences to increase in app engagement and to allow promotion of particular products or services which are of interest to segments.
- Social Media and Digital Marketing
- Facebook 'like and share' campaigns can be used to drive traffic to the app, both for initial adoption and for retention of existing users.
- Targeted social media advertising will be key to the initial adoption of the app. Facebook advertising campaigns for targeted segments will dramatically increase adoption
- The brand webpage should heavily promote the app, as retention of use will be mutually beneficial. User of the app will be able to be driven back to the website on a more frequent basis
- CRM integration
For merchants with an existing CRM, the Pepper API can be used to extract user data to enhance other marketing communications. More detail is available on the Pepper development documentation