EXPERIMENTATION & UX
In-store attribution and card linking education
Cashrewards
Figma
3 weeks
User interviews, workshop facilitation, experimentation, UI design
Summary
Historically, Cashrewards in-store offering and experience has been a tricky area to address, particularly attribution. Anecdotally merchant and customer feedback reveal that Cashrewards in-store offering is not compelling enough. As a result, in-store is an underused and under-promoted feature in the app.
Currently, we cannot prove that a member intentionally shopped at a store after seeing a Cashrewards in-store offer. Attributing an in-store transaction to members is an ongoing issue, driving merchant hesitation and low in-store cashback rates. Merchants commonly argue that Cashrewards doesn't drive customers to stores nor have strong data to demonstrate incrementality, therefore there’s insufficient proof to justify spend / budget for in-store.
Understanding why members aren't shopping in-store
One of the main findings of our customer research is that the current in-store cashback rates are not high enough to justify the effort to shop in-store.
6 one-on-one interviews
Key insights
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All users prefer to shop online and only go in-store by necessity (returns, stock is available, click and collect, urgent, price is better, want some customer service input before purchase)
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All users never used or actively use in-store and are unsure on how the in-store cashback process works
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Customers are set on their preconceived or usual purchases but if the in-store offer is tailored to them, they're more likely to consider and activate an in-store offer.
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Expect exclusive deals or offers for in-store considering the effort required.
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Card linking model is seamless and avoids card scanning, app opening at checkout. However, there are security concerns with CC linking and is unsure how it works.
Understanding all in-store challenges linked to our merchants
In-store attribution and offers touches on many teams across the business such as Sales, Client Services, Operations, Marketing and Product.
A brainstorm workshop was conducted with subject matter experts (SMEs) from the mentioned teams to:
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Understand what challenges merchants have with Cashrewards in-store offering.
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Understand what challenges internal teams have with in-store offers from an operations standpoint.
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Discuss any previously tested solutions to understand what we can learn from and improve on.
Key insights
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No way to attribute untracked in-store transactions
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Cannot demonstrate incrementality or new customer acquisition to merchants
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Lack of reporting
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Onboarding merchants is manual and time consuming
Formalising the problem
The App squad reviewed the key objectives and merchant pain points following the internal workshop. I ran a problem framing workshop to capture and document what we want to solve.
Merchants need proof and data that Cashrewards customers are being driven to shop in-store because it will allow them to invest more in the better performing channels, generating more value for customers, without wasting budget on guaranteed sales.
How might we attribute in-store transactions for merchants?
I facilitated an internal ideation workshop to not only get stakeholder alignment on the problem but ideas on how to solve it.
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The Crazy 8s ideation session focused on ideating for the following statements:
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How might we attribute in-store transactions for merchants and CRW?
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How does in-store attribution translate into the CRW experience?
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Key ideas included:
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Activation identifiers or mechanics to show and capture a customers intent to shop, such as an Activation button rate.
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QR code or barcode scanning at POS
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Merchant facing portal - tokenised transaction information for in-store merchants
Experimenting with an activation offer
After synthesising the ideas and conducting a How Now Wow matrix workshop with the App squad, we decided to experiment with the activation offer mechanic and ideated on how might we allow the member to activate or boost an in-store offer in the app.
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The hypothesis
If we implement an activation action to give access to more cashback, more members will go to our merchants stores as they will find the offer more relevant and thus CRW will be seen as a driver for in-store traffic, while at the same time we will generate undeniable data on the traffic we are taking to the merchants.
Ideas focused on adding a 'Boost' button with supporting promotional material across the member in-store journey
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Why will our customers want this?
Based on our customer research members are used to active offers of other journeys and solutions like Everyday Rewards, Flybuys, and Coles.
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We also know that members research items online before going into in-store, so they would be willing to look at CR app to check relevant boosting offers.
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Additionally, existing research revealed that current cashback rate is too small to drive a member to a new/different merchant, so giving additional cashback could help drive conversion.
Visualising the solution
After synthesising the ideas and conducting a How Now Wow matrix workshop with the App squad, we decided to experiment with the activation offer mechanic and ideated on how might we allow the member to activate or boost an in-store offer in the app.
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Target metrics
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Have at least 10% more tracked transactions for the test cohort vs control cohort
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Have at least 5% more unique members going in-store in on test cohort vs control cohort
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Test merchant accepts the numbers and reports on the initiative as proof of attribution and is willing to adopt the solution
Results – back to the drawing board
Although we did have a strong activation rate (28%), the shop conversion rate was extremely low (1.5%), we had 4,493 activations but only 69 transactions tracked after activating the offer. When comparing the experiment and control group, there was no upside on transaction conversion in the experiment.
Improvements
Based off a customer feedback survey, the following are areas for improvement:
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Be clearer on time to transact before activating
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Member location – Ensure that the member has access to the merchant
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Time to transact – Experiment with longer periods
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Notifications – use notifications to remind and prompt members
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Personalisation – Personalise the merchant promoted based on member profile
Driving card-linking through education
Based off our customer research, the second biggest reason why customers don't use in-store because they don't know how Cashrewards in-store offering works and don't have sufficient information to feel comfortable linking their card.
The hypothesis
If we create more meaningful content and make it easier or the member to understand how in-store works, we will have more members linking their card and shopping in-store.
Providing education and promoting card-linking on key touch points of the customer app shopping journey
Tripled the amount of cards linked everyday
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2.9x more users accessing the card linking page per day
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4,700+ more cards linked within one week of release
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56% increase in card linking once members land on the Link Your Card screen – meaning members feel more educated and comfortable linking their card
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14% increase in members visiting the In-store tab a week
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42% of card linking came from the banner in the More tab