Shawarmer Achieves 32.5% Incremental App Sales Growth Leveraging Kochava
Takeaways
32.5%
Incremental YoY
App Sales Growth
16%
Incremental Sales
Tracking eCommerce Purchases via Kochava Attribution
>400k
Monthly Active Users
Measured Across Mobile Apps
About
Shawarmer is a popular quick service restaurant chain in Saudi Arabia specializing in shawarma, a Middle Eastern dish featuring marinated meat roasted on a vertical rotisserie. Founded in 1999, Shawarmer has grown to become a well-known brand in the region and is expanding its mobile app strategy to boost customer engagement and sales.
Challenge
Shawarmer’s marketing team was investing in user acquisition and engagement campaigns to drive more patrons into their mobile app. With the goal of increasing customer stickiness and boosting sales through mobile orders, they wanted to understand which campaigns were most successful. However, they lacked a unified source of app analytics and campaign attribution across their media partners. Clearly attributing sales and optimizing campaigns proved challenging.
Solution
Shawarmer’s Head of Ecommerce & Paid Media onboarded Kochava, a leading provider of omnichannel attribution and app analytics.
Using Kochava, Shawarmer was able to:
- Measure All Mobile App Activity: The team integrated Kochava into their Android and iOS apps to measure every app install and full-funnel in-app engagement (e.g., rewards signup, add to cart, purchase).
- Gain a Single Source of Truth Across Media: Shawarmer activated integrations with TikTok, Google Ads, Snapchat, Facebook, and other media partners to measure all of their campaigns, deduplicating conversions (acquisitions & reengagements) within one dashboard.
- Measure Owned Media Alongside Paid Media: To give proper credit to their owned media efforts, the team adopted Kochava SmartLinks™ for owned media channels (e.g., email, web). They also used Kochava’s built-in quick-response (QR) code generator to create QR codes for in-store signage and food packaging. Scans on QR codes are directly attributed to mobile app installs and in-app engagement.
Through unified measurement and app analytics, the Shawarmer team was able to correlate their omnichannel media efforts directly to new user acquisition and in-app engagements.
Impact
The high-fidelity data afforded by integrating Kochava has given the Shawarmer team the insights they need to measure their holistic marketing efforts and optimize toward the most successful tactics.
Through Kochava, Shawarmer measures more than 400K monthly active users engaged with their Android and iOS apps. By tracking ecommerce purchase events and using Kochava as the source of attribution, the team observed over 16% of sales as incremental. They optimized ad spend toward the highest-performing campaigns, resulting in incremental app sales growth of 32.5% in one year.
”Using Kochava, we can directly attribute an incremental 16% of our in-app sales to our media efforts. These insights have empowered us to optimize mobile app acquisition and engagement efforts—leading to an incremental 32.5% YOY growth in mobile sales.
Don SajithHead of Ecommerce & Paid Media, Shawarmer