{"id":43151,"date":"2022-02-23T10:11:29","date_gmt":"2022-02-23T18:11:29","guid":{"rendered":"https:\/\/www.kochava.com\/?p=43151"},"modified":"2022-08-18T14:29:26","modified_gmt":"2022-08-18T21:29:26","slug":"five-measurement-best-practices-for-retail-apps","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/five-measurement-best-practices-for-retail-apps\/","title":{"rendered":"5 Measurement Best Practices for Retail Apps"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]As times have changed, the shoppers’ experience has changed too. Gone are the days of waiting in line, dressing rooms, and sales attendants. Many brick and mortar stores, stores with physical locations, have introduced online and\/or app options for customers to streamline their buying experience. <\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][image_with_animation image_url=”43165″ image_size=”full” animation_type=”entrance” animation=”None” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”75%” max_width_mobile=”default” margin_top=”50″ margin_bottom=”50″][vc_column_text]Brick and mortar stores that already have an app presence are ahead of the curve. Phygital marketing, the act of combining physical experiences with digital techniques, is on the rise. If your retail store already has an app or if you are looking to create one, consider the following points to understand your customers as they move between devices, locations, and channels.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1645639762831{padding-bottom: 20px !important;}”]\r\n

1 – Communicate Between Marketers and Developers<\/h3>\r\n[\/vc_column_text][vc_column_text]No matter your app vertical, the first step in creating a measurement strategy is to ensure there is clear communication between marketers and app developers so that each team knows the needs and expectations of the other. Marketers should figure out what information will be the most important to measure while developers should listen to the needs of the marketer and communicate to them what can be accomplished within the timeframe.<\/span>\r\n\r\nMarketers and developers should discuss what in-app events will be measured and how they are named so that it is easier to know what data is mapped to each event. Creating naming conventions for events and other data points will make the information easier to analyze and leverage for app event optimization with certain social and programmatic advertising platforms.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1645639779490{padding-bottom: 20px !important;}”]\r\n

2 – Configure Insightful Events<\/h3>\r\n[\/vc_column_text][vc_column_text]Retail and other brick and mortar stores that have a physical location(s) as well as an app benefit from measuring more events that link users to both physical stores and in-app activity. These events allow marketers to gather information to better understand their users as they move between different channels.<\/span>\r\n\r\nWithin the Kochava platform, almost any in-app activity can be passed as an event. When creating these events, marketers should decide which steps in the engagement funnel will derive the most insights and create events accordingly. Consider integrating the following standard events into your app to gain a better understanding of your measurement data.<\/span>\r\n\r\nSign-Up<\/i><\/b> – This event is triggered when a user signs up or registers in the app.<\/span>\r\n\r\nSign-In<\/i><\/b> – This event is triggered whenever a user signs into the app.<\/span>\r\n\r\nItem Added<\/i><\/b> – This event is triggered when a user adds an item to an order.<\/span>\r\n\r\nOrder Start<\/i><\/b> – This event is triggered when a user initiates their first order in the app but has yet to complete it.<\/span>\r\n\r\nOrder Complete<\/i><\/b> – This event is triggered when a user successfully completes checkout on their first order in the app.<\/span>\r\n\r\nAd View<\/i><\/b> – This event is triggered when an ad is served to the user within the app.<\/span>\r\n\r\nRating<\/i><\/b> – This event is triggered when a user rates the app.<\/span>\r\n\r\nIn addition to the standard events, it\u2019s beneficial to add custom events to drive users further into the funnel. Custom events could include:<\/span>\r\n\r\nStore ID<\/i><\/b> – This event links an order to the store it was purchased from.<\/span>\r\n\r\nUser In Store<\/i><\/b> – This event is triggered when a user selects a store to shop from within the app.<\/span>\r\n\r\nUser In Store Number<\/i><\/b> – This event links a store to a user.<\/span>\r\n\r\nDelivery Type<\/i><\/b> – This event is triggered when a user chooses the type of delivery (In-store, curbside, ship to home).<\/span>\r\n\r\nIn-Store Check-Out Coupon<\/b> – This event is triggered when a user redeems a coupon via the app during in-person check-out at a physical location<\/span>\r\n\r\nPush Notification Authorization<\/i><\/b> – This event is triggered if a user opts-in push notifications.<\/span>\r\n\r\nThese are just a few examples of custom events that a retail store could implement. If your app has unique features that you would like to measure, feel free to create more custom events.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1645639787870{padding-bottom: 20px !important;}”]\r\n

3 – Include Metadata<\/h3>\r\n[\/vc_column_text][vc_column_text]Gain more insights from your events by passing rich metadata along with them. Instead of only knowing if an item was purchased, with additional metadata, know the name of the item ordered, the price of the item, and other product-specific information (eg. color, style, size).<\/span>\r\n\r\nFor example, a retail app might have multiple physical locations. By passing metadata, you can learn that an app user purchased red rain boots within the app, had the item delivered to their home and then returned the item at the nearest store to their home location. With this information, you can create a campaign that offers coupons for items returned in-store to encourage customers to continue shopping after making a return.<\/span>\r\n\r\nFor each standard event, there are a number of metadata points that can be configured, including:<\/span>[\/vc_column_text][image_with_animation image_url=”43166″ image_size=”full” animation_type=”entrance” animation=”None” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”75%” max_width_mobile=”default” margin_top=”50″ margin_bottom=”50″][vc_column_text]With all of this added data, marketers can gather more granular details on each event they configure. Custom events can also pass metadata. For more information on what data can be utilized, read the support documentation <\/span>here<\/span><\/a>.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1645639795573{padding-bottom: 20px !important;}”]\r\n

4 – Naming Events and Metadata<\/h3>\r\n[\/vc_column_text][vc_column_text]With so many data points, it is important to name each event with titles that are easy to understand. Events should be titled with the user action they represent, and the metadata key names under each event should clearly state what data is being passed. For example:<\/span>[\/vc_column_text][image_with_animation image_url=”43167″ image_size=”full” animation_type=”entrance” animation=”None” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”75%” max_width_mobile=”default” margin_top=”50″ margin_bottom=”50″][vc_column_text css=”.vc_custom_1645639804556{padding-bottom: 20px !important;}”]\r\n

5 – Linking Users Across Marketing Channels<\/h3>\r\n[\/vc_column_text][vc_column_text]Once all the events are created and you start gathering data, you can analyze the information to see install to event completion across all of your app users. With this information, you can answer questions such as:<\/span>\r\n