Introduction
The customer journey doesn’t end once a purchase has been completed and as a brand it’s important to maintain contact with a customer to keep them in the loop post purchase. Whilst most retail and ecommerce brands use Order Confirmation emails as standard practice not all will replicate this journey via the app. In the below guide you’ll see how to create a transactional Push Notification that confirms the purchase made by the customer and gives extra details to keep the customer informed about what will happen with their order next.
Benefits:
- Increase Loyalty
- Increase engagement and awareness
- Reduce churn
Required Features:
- Push Notifications
- Interactions (or Automation Center)
- External Events
- ESL/External Event Personalisation
High Level Use Case Flow
Create an External Event which you can do in one of two ways, ensuring that all relevant information required is passed in the event:
- Via the Admin Menu, External Events
- By using the Create an External Event API Endpoint
Create the Push Notifications:
- Link to the correct app
- Link to the Automation Center (this will make it available in Interactions)
- Add Push campaign content, including any images or Deep Links
- Include personalisation in the form of ESL if required
- Click Ready to Launch once complete
Push Campaign creation
- From the Mobile Engage Push tab, click Create Push Message.
- Fill in general settings, giving the Push campaign a name, linking it to the app, selecting Recipient source as ‘Automation Center’ (this will make the campaign available to be used in Interactions).
- Type your message content in the preview pane and drag in any relevant personalization tokens or add images for rich push.
Ensure both the title and main body of the message are populated and the message is concise and clear. Pull in personalisation tokens/ESL to reference products ordered or the Order/Purchase ID
Due to the limited space available on the screen and within a Push Notification it may be sensible to only include the Order ID from a personalisation perspective. If a customer has ordered 5 products listing them all out in a Push Notification will be provide a negative customer experience. With ESL you can do this automatically and only display the product name if a customer has ordered 1 product, otherwise you can display the Order ID (which is shown in the below screenshot)
An alternative generic message is shown below. Rather than using ESL to populate the message with specific product details of the purchase simply thank the customer for their order, letting them know it’s been received and informing them that about any potential updates they’ll receive on their order.
- Click on the side bar to the left of the preview screen to include functionality such as Action Buttons or Deep Links
Make sure you Deep Link to the customer's order confirmation screen (or equivalent)
- Once complete, click Ready to Launch and your message will be available for selection in the relevant Interactions program
Interactions
- From the Automation menu select Automation, click Create Program, then select Behavior-focused journeys (Interactions).
- Select the trigger for the Interactions program, an External Event in this case (as per the screenshot below)
- In both cases select the event from the drop-down after double clicking the event node
- Add a Wait node if required
It may be worthwhile adding a short delay so that the customer doesn’t receive the order confirmation Push Notification when they are still in the app post purchase. You can create the wait to be any amount of time in seconds, minutes, hours or days. For this you may want to look at a maximum wait time of 5 minutes (alternatively you could trigger an In-App message thanking for purchase - although this channel does not allow for personalisation via ESL)
- Add a Mobile Engage Push message node and select the relevant push notification
- Click Activate for the Interactions program to go live
