Are you making the most of all of the data available to you? Shopify Plus houses exhaustive data for your store, from each individual order that your online store processes to the specific interactions that customers take with your website. Shopify captures everything you might need to know and more, but what are you doing with all of that data?
Now with Swell’s Flow connector, all of the data that was previously siloed away in your Shopify account is not only shared with Swell, but is actionable in hundreds of ways to best meet your store’s specific needs.
In the Fall of 2017, Swell was hand-selected by Shopify, along with a few other technology providers, to be part of the beta launch of Shopify Flow. At Unite 2018, Shopify announced the ability for partners to build connectors - allowing custom triggers and actions to be created by apps merchants use every day. Swell is among the first to create a connector, and we want to show you exactly what it means for Shopify stores using Swell to power their incentive marketing programs.
What exactly is a Connector for Flow?
Connectors for Flow are unique integrations built by apps that allow merchants to start or end workflows. Flow itself has built-in “Triggers”, “Conditions”, and “Actions” that merchants can use to create workflows. These are mostly centered around order information, payment status, and product updates. Connectors for Flow expand the possibilities for “Triggers” and “Actions” outside of Shopify’s capabilities and create a vast network of apps and potential workflows.
In Part 1 of our Flow series, we covered the basics of Flow and went on to highlight how Swell can send events to Flow and “Trigger” workflows. In this installment, we’ll go into more detail on how Flow works and all of the data that Flow send to can trigger “Actions” in Swell via our new connector.
Inject All of Shopify’s Data into Your Incentive Marketing Program Without Engineering Resources
Swell’s Incentive Marketing Suite has long provided users with the ability to create “Custom Actions” through Swell’s “Actions API”. These Custom Actions in Swell are a way for merchants to think creatively about their programs and reward their customers for actions that are uniquely valuable to their business. KidsShoes, a company that unsurprisingly sells kids’ shoes, built a custom action designed to reward customers for sizing their kids’ feet on a custom tablet app they had built. Other businesses created Custom actions involving surveys, custom experiences, user-generated content, and more.
While the system involving our Actions API and building custom actions allowed many stores to build highly successful programs, it also has one shortcoming. Setting up custom actions within Swell requires technical savvy. Thus, for ecommerce businesses that don’t have engineering resources readily available creating custom actions is not the most attainable possibility.
This is where our Connection with Flow comes into play. Now, any combination of “Triggers” and “Conditions” in a workflow in Shopify can be used to initiate an action within Swell with no technical knowledge necessary!
The set up process is quick and easy for those in the Flow Beta. Simply create and name a Custom Action campaign in Swell. Then in Flow, once you've chosen a Trigger and Conditions for your workflow, click the Actions Dropdown and select the Swell Action to Reward Points. From there, simply enter the name of the Custom Action you created into the Swell Action in Flow!
3 Incentive Marketing Possibilities that Flow Unlocks
So what types of actions are now easily accessible through Swell with Flow triggers and the growing network of Flow connectors? The possibilities are nearly endless, but we’ll highlight a few that we find particularly exciting.
Seamlessly Integrate with Flow connectors of your choice
With Swell’s connection to flow, new integrations are attainable by simply creating a workflow within Shopify. We’ve taken the time to build out comprehensive integrations with many prominent technology partners in the Shopify space, but with so many new and exciting apps involved in the Shopify ecosystem, we can’t build integrations with everyone.
But now, for apps that build connectors with Flow, Swell can automatically trigger behavior and point-earning actions based on triggers those apps send. This is most notable with review providers and email marketing providers:
Reviews: Any review providers that have built a connection with Flow can send a trigger to Flow for any action that is taken within their app. For example, when a shopper leaves a video review, they can trigger a campaign in Swell that rewards them double points compared to a shopper who leaves a text review.
Email Marketing: If your email service provider has built a connection with Flow, any data it sends can be used to trigger an action within Swell.
Currently, the options are limited to which Shopify apps have built connections with Flow, but as we discussed earlier, Flow connectors are only in beta and as the number of connectors rapidly expands, so too will the possibilities. In time, Swell could be integrating with every gift app that is constructed to reward extra points to shoppers who send gifts to friends, or creating a point-earning campaign to drive purchases for specific “Back in Stock” products. The future of Swell and Flow as it develops through the beta is truly exciting.
A Few Members of the Flow Connector Beta
Automatically Re-engage Inactive Customers in Swell
Swell provides merchants with a detailed customer profile. This data offers deep insights and allows you to understand the performance of your incentive program; however, it can take time to properly package and act on this data when your customers are underperforming in the program. Using Flow, you can automate customer tags to create specific customer segments of those who are at varying risks to "churn". From there you can trigger a reward to those customers based on your new customer segments.
For example, create a segment for customers who make purchases at least 6 months apart and those who haven't made a purchase in over 10 months. Offer points to the shopper who hasn't been back in 6 months and double that amount to the shoppers who are most likely to churn (haven't purchased in over 10 months). By utilizing segments to identify and re-engage inactive customers, you encourage higher LTV and further personalize the customer experience.
Create Highly Specific Points Earning Campaigns
Swell offers several highly flexible pre-built and proven points earning campaigns, but sometimes a more extreme degree of flexibility can be valuable to capitalize on your business’ unique needs.
Flow’s “Conditions” make it uniquely positioned to help Swell tackle edge-cases in which Swell users may be interested in rewarding their customers points. While Swell’s pre-built settings allow merchants to choose options based on specific order tags, customer tags, product tags, and more, creating combinations of conditions gives the Flow integration additional flexibility to find situations that are rare, but potentially high-value.
For example, if a merchant reaches a certain spending threshold on a specific day of the week, you can use Swell to automatically trigger a bonus reward to that shopper. You could also automatically reward a shopper who makes a 3 purchases with at least one of them being over $200.
While these may seem like strange or obscure situations, the point here is that no matter what unique situations you might need to build for your business, with Swell’s Flow integration you can probably make it happen.
If you’d like more information about Swell and Shopify Flow, or the data that Swell is able to send as “Triggers” for Flow, check out Part 1 from our Flow series.
This integration is only available to stores on the Shopify Plus platform. To get it set up for your store, current merchants can reach out to their merchant success manager. If you’re not already a Swell user, contact us at email@example.com to learn more.