Shopmium is an app that brings grocery coupons to the masses in France and the U.K. With Adjust as their mobile attribution provider, they track their ad engagements and manage the effectiveness of their referral program, which is a massive driver of high-conversion traffic.
Today we’re talking to Benjamin Eon, Head of Marketing at Shopmium, to find out more about how they use Adjust to put the polish on their mobile marketing efforts and keep users couponing.
In your own words, how would you describe Shopmium?
Shopmium is a savings and coupon app that allows users to try new products for free or at reduced prices by providing cash back on their purchases. We’re a little bit like a digital advertising network, but we don’t only do advertising; we offer user promotions, halfway between digital display and paper coupons.
What’s nice is that when you combine these two things, you get something that really drives users to stores more than anything else. We partner with brands to convert mobile users into real, physical shoppers. Shopmium adds a great value to brands in their market. Our app has been out for nearly seven years in France and two years in the UK, and we are currently looking to expand into more European markets.
How does that work? Where do the coupons come from?
Let’s say we’re working with a big company. The brand gives us a budget – for example, $100K – and then we discuss the cashback mechanism they want to use. It could be a buy-one-get-one offer, for example. So according to how many users we have interested in that offer, it may take hours, days, or weeks to run that budget. When it’s done, we share the results of the promotion with the brand. More than 400 CPG brands work with us, include Danone, Nestlé, Heineken and SC Johnson, and they represent roughly 80% of our offering.
Okay, that makes a lot of sense. What does Shopmium do that CPG brands like so much ?
Well, CPG brands come to us either to deliver volumes or to increase the reach of their marketing campaign. They would brief us either on a new product or a product which our audience is already familiar with. We are then able to target any specific part of our audience according to criterias such as gender, age, location, shopping habits, etc. After seven years of partnership with the biggest brands, we're able to meet any of their needs and we're still open to new ideas.
It seems like you have a great onboarding program; how do you familiarize new users with Shopmium?
What we came up with is a welcome offer, which is basically free. We fund it entirely. We do this because the first coupon is, of course, the hardest. The user isn’t familiar with all of the mechanisms, so this is like a trial mixed with a tutorial. It’s true, we do have some users who only do that first coupon, but we found that this is really valuable for us. It’s also combined together with our referral program. When you share your referral code, the referrer gets €3 to use in the app, and the referee also gets a small gift.
From looking at our data, we know that people who come via referral to the app will use the app at least three more times than a user who doesn’t receive this welcome offer. We’re busy right now integrating these events – referral, referee – into our callbacks, so we can learn more about which source provides us with the most referrals.
How else do you work with your data in Adjust?
Well, we look at our deliverables and our trends. We’ve got custom reports set up; I send myself a monthly report with only the columns I want to see. I then will look at the registration or buying rate from a specific code. Overall we’re tracking three main events: registration, buying, and coupons. We track when someone uses a coupon, we call this event ‘buyer’ – it’s how we measure CPA (cost per acquisition). When we do acquisition we check CPI and CPA, so we call it CPB because it’s the cost of acquiring a buyer (coupon user). We also track the number of coupons they activated in total. This has helped us figure out that we’ve got a great install to registration rate.
Your referral program really seems to be driving a lot of traffic for you. What made you decide to head in this direction?
Basically we knew that referral programs were one kind of best practice for mobile apps. In Paris, for example, nobody (okay, not nobody, but most people) would not try Uber without a referral code. We weren’t doing this at first. And when we did start out, there was a lot of fine tuning to do. But really, after just a few quick weeks of getting people to try the welcome offer, and seeing the amount of referrals – it was just obvious for us.
If you look at the conversion rate from all installs install to purchase, and then only look at those who install via the referral program, you see the conversion rate double. It’s a considerable increase. It’s a really fun program – the referral coupon is always for free chocolate.
Chocolate! That’s amazing. What made you decide to go with Adjust, rather than with another mobile attribution provider?
Well, we like the custom view option; it makes everything so easy. Some of the other tools out there are too complex, too complicated. It takes too many clicks to find what you’re looking for. In Adjust, nothing is more than three clicks away. Anything you need, you find it within three clicks at most. Adjust has all the data we need, and only the data we need – nothing else.