Scarcity & exclusivity with event-driven messages
Motivating engaged users to buy your products
In our last posts, here and here, we've shown how you can easily create powerful event-driven messages. This post will cover how you can transform interest from your users into a highly relevant sales moment.
It's common sense; we all want what we can't have. But it's also a principle based on decades of psychological research. Scarcity is incredibly powerful in marketing, and when done right, it can have a profound effect on your sales. Pretty much the same way, exclusivity will also play an important role in the sales funnel, leveraging unique offers as a way of closing the deal.
In this post, we will demonstrate how you can take advantage of your customers interest in certain products to trigger persuasive event-driven notifications.
Pretty much the same as any event-driven strategy, you will want to track some events:
|ProductView||User viewed a product|
|AddToWishList||User added product to wish list|
Here's an example of how you would track these events using our mobile SDK:
let data = ["prodId": 123456789] Notificare.shared.events().logCustom("ProductView", data: data)
With just these two events, we can create powerful interactions that can motivate a customer to complete a purchase. Let's see some examples of how you can leverage them.
Exclusive Rewards for Returning Users
Being able to track who sees your products gives you the ability not only to measure what are your most sought-after products, but also gives you an opportunity to engage with users that return to a certain page or view. This usually means that they are genuinely interested and evaluating a purchase, and all they need is a little push.
To do that, we will create an automation connector as follows:
And configure the frequency, triggering event, and a delay:
As you can see, in this case, we will use the ProductView event to trigger this connector, and we are aso defining that every 5 visits to any product, we will trigger this connector after 30 minutes.
Finally, you will want to create the actual push message they will receive:
The content of this message could contain an exclusive offer that could very well be the tipping point to finally convince the user to complete a purchase.
Having a wish list is a very popular feature of almost any modern e-commerce website or app, and it is also a great catalyst to create a sales moment. Since users are basically saving a list of products they are interested in, you can leverage this to create scarcity.
For this type of interaction, let's create an automation connector as follows:
Configure the frequency, triggering event, and a delay:
This time we will use the AddToWishList event to trigger this connector after 24 hours.
Finally, you will want to create the actual push message too:
This message should then mention that this product is in high demand and low on stock. This might finally trigger the customer to click that Add to Cart button.
Once again, we cannot stress enough the importance of event-driven messages in any brand's marketing strategy. Thanks to their real-time nature and contextual characteristics, there are simply one of the best performing mechanisms in any sales funnel optimization.