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What It Is

The Drive to Store / Web / App Use Case dynamically redirects each individual towards the most relevant channel for their next interaction. Instead of a generic “visit us” message, the Content adapts based on location, browsing history, app installation status, and channel preferences. For customers near a physical store, it shows store-specific information (hours, services, stock availability). For app users, it deeplinks into the app. For web-preferred customers, it links directly to relevant product pages.

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Key Challenges Addressed

This Use Case addresses 6 Key Challenges across 3 categories:
CategoryChallenges addressed
Omnichannel ExperienceConvert intent into store visits, coherent omnichannel experience
App DownloadDrive app downloads, convert downloaders to active users
Base EngagementExtend CRM consents, app adoption

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Required Datasources

DatasourceFields usedRole
CRM 360Preferred channel, location, app statusChannel selection
StoreStore address, hours, services, eventsStore-specific Content
Stock & AvailabilityProduct availability by store”Available at your store” messaging
NavigationRecent browsing, viewed productsIntent context

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Required Capabilities

CapabilityRole in this Use Case
Drive to StorePersonalised store communication with hours and services
Recommendation EngineProducts available at the customer’s nearest store

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Example Implementation

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Workflow Logic

Data Node: CRM 360 → retrieve preferred_channel, location, app_installed
Data Node: Store → retrieve nearest_store, hours, current_events
Data Node: Stock → retrieve browsed_products_in_stock_at_store

Logic Node (Branch):
  IF app_installed = true AND last_app_open < 7_days
    → Output Node: Deep link into app — "Open in app for exclusive price"
  ELSE IF app_installed = false AND location.has_store = true
    → Output Node: Store-specific — "Available now at [store], open until [hour]"
  ELSE IF app_installed = false AND location.has_store = false
    → Output Node: Web — "Shop online with free delivery to your area"
  ELSE IF app_installed = true AND last_app_open > 30_days
    → Output Node: App reactivation — "Your app has new features — open now for [benefit]"

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What the Customer Sees

  • Store customer: “The jacket you viewed is available at Paris Marais — open today until 20h. Try it on?”
  • App user: “Tap to open in app — app-exclusive price: €79 instead of €95”
  • Web customer: “Free next-day delivery on the items you browsed”
  • Lapsed app user: “Your app has a new feature — scan in store for instant price check”

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Measuring Incremental Value

MetricHow to measure
Store visit attributionTracking code scanned in store after email exposure
App open rateDeep link click rate for Exposed vs Non-Exposed
Channel migration% of mono-channel customers becoming multi-channel
Revenue by channelRevenue uplift per channel for Exposed vs Non-Exposed