Turkey’s leading grocery app for the affluent segment, Macroonline is specialized in providing exclusive products and a premium experience. It is the digital form of Macrocenter stores, a high-end supermarket chain with a unique and exclusive experience. The Macroonline app aims to turn this particular customer journey into a user journey for its niche community with over 100K users who enjoy the quality and delicious flavors.
Challenge #1 – Delivering an Exclusive Experience to Macroonline Users
Chic designed spaces and elite staff have been at the heart of the offline branding activities of Macrocenter. However, the pandemic has altered the way people buy groceries alongside many other daily habits. 20% of global retail activity took place online in 2020. And this trend is certainly here to stay. Therefore, Macroonline marketers started to look for ways to bring their brand equity to their mobile apps. In the end, this has been a crucial part of what they sell. Combining organic goods from different parts of the world with an exclusive mobile experience was essential to build trust and an emotional bond with consumers in this digital landscape.
Challenge #2 – Limited UI Elements for Better Product Discovery
The Macroonline app includes a variety of products from different categories. Each of those goods is carefully selected in terms of quality and listed under the names of Macrostyle, Homemade, and Macropicks. The app users can explore these selections and browse special discounts. The UI elements in the home screen of a shopping app are usually bound to banners and carousels, which was limiting Macroonline marketers. In this way, they could utilize a bunch of banners to exhibit a sea of products. It was a great challenge in terms of enabling users to explore different selections and categories.
As a result, users were encountering trouble during the product discovery. Thus, the Macroonline marketers were looking for a way to deliver more product-related content in the most convenient, native, and visually appealing way so that they can drive greater conversion.
Challenge #3 – The Lack of an Extra Layer for Delivering Branded Content
Install is just the beginning of the user journey that is expected to generate a bond between user and brand. Smart in-app marketing strategies can strengthen this relationship and build loyalty. While this is not a big challenge for the Macrocenter stores since they have a unique brand identity in the physical world, Macroonline marketers were struggling to conduct their brand-building activities in the app. However, they knew the importance of reaching the hearts of their users for long-term engagement. Hence, they were looking for an in-app space for delivering this branded experience with creative ideas to the mobile world for building trust.
How did Storyly change the game for Macroonline?
Macroonline implemented Storyly to improve its brand-building in the app for achieving greater retention, customer loyalty, and conversion. They relied on Storyly as the storytelling medium through which marketers can come up with new solutions for the above mentioned challenges.
“Storyly team took the time to understand the complexities of our business; they were hands-on during integration and they’re still a close strategic partner, working with us in order to leverage stories the best way possible.”
Ali Conker, Head of Macroonline at Migros Ticaret A.Ş.
Solution #1 – In-App Stories to Replicate Experience of In-Store
Seasonal campaigns have always been at the core of Macrocenter’s marketing efforts not only in form of special offers but also with in-store decorations reflecting the spirit of that year of time. Starting with but not limited to New Year’s Eve and Valentine’s Day, Macrocenter gets very creative to help the visitors feel the season’s charm and cherish. Macroonline marketers brought the same WOW factor in retail to the app through stories. Even posting content from the store on stories created a 40% CTR, a significant increase from 15% the year before.
Solution #2 – In-App Stories as a Creative Space for Building Customer Loyalty
The Macroonline marketers use Storyly as an extra layer of content distribution for their brand marketing activities. Informing users about what they consume was just the beginning for building trust. In-app stories with Storyly enabled the Macroonline app to curate narratives for different goods and easily deliver them through videos.. Marketers in Macroonline brought the assets of physical stores to the digital world to enrich the user experience.
For a shopping app, delivering video content is a challenge. It needs to be embedded in the most native way to let users consume the video without interrupting the core shopping action of the app. Storyly provided just that. Now, Macroonline can deliver video stories about products from stores and co-created content with KOLs on healthy living. Storyly has improved the storytelling of the Macroonline marketers and enabled them to build stronger relationships with users.
“More and more, we see that the actual brand connection and stickiness happens when we utilize the app space effectively with in-app stories by Storyly to amplify our brand’s story.”
Ali Conker, Head of Macroonline at Migros Ticaret A.Ş.
Solution #3 – Driving CTAs with Product Stories
Macroonline has various sub-brands like Macropicks and Homemade by Macrocenter for exclusive product selections. Marketers use Storyly to create product stories with CTAs directing users to the product detail page. Compared to banners, shoppable stories allow users to discover more products with immersive and full-screen visuals that drive greater action. Macroonline has seen a 21% CTR for Homemade products.
When the Macroonline marketers need to deliver certain products to optimize their product inventory, they rely on Storyly in exhibiting them as users are more prone to take action while seeing products in the story format.