Overview
When guests purchase bottles and merchandise on-site through Shopify POS you can associate these transactions with their AnyRoad profile to understand who is purchasing and how much they spend over time with your brand. With this data you can identify and target your most valuable customers, and better understand the impact experiences have on on-site sales.
This integration:
Automatically syncs all guest profiles and first party data from AnyRoad to Shopify
Enables staff to associate a Shopify transaction with an AnyRoad customer
Allows you to identify your most valuable customers and segments based on their spending patterns
In order to use this integration you need:
AnyRoad webhooks enabled
FullView enabled so both booking and additional guests have profiles in Shopify (recommended but not required)
A no-code integration platform, like Zapier, to capture webhooks from AnyRoad and send them to Shopify
On-site staff commitment to associate Shopify transactions with AnyRoad customers
Setting up Zapier
AnyRoad webhooks send all guest and booking data in real-time when a guest registers online or on-site. By connecting these webhooks to Shopify, every AnyRoad customer has an associated profile in Shopify when they make an on-site purchase.
Since Shopify doesn’t support capturing webhooks directly, you will need a 3rd party service to capture this data and send it to Shopify. This guide explains how to do this with Zapier, a web-based automation tool that connects apps and services. There are other similar platforms and services that can do this as well.
Create a Zapier account
If you don't already have one, create a Zapier account with the Professional plan or higher in order to integrate with Shopify. Zapier charges based on the number of tasks per month - this integration uses 2 tasks per guest registration for the standard setup or 4 tasks if you include the steps to create a product in Shopify. You can estimate the number of tasks you need by multiplying your average number of AnyRoad visitors per month by 2 or 4.
Configure the integration in Zapier
This integration sends AnyRoad customer data to Shopify through Zapier:
Step 1: Capture AnyRoad webhook
This step captures the webhook data from AnyRoad in Zapier. In order to complete this step, you’ll need to configure the webhook in the AnyRoad dashboard as well.
Create a new zap and choose Webhooks as the trigger and Catch Hook as the trigger event.
Click Continue twice (you can ignore “Pick off a child key”) to reach the Test tab.
At this point you’ll need to return to the AnyRoad Dashboard to configure your webhook.
Once you’ve sent a test webhook event from AnyRoad, click Test trigger in Zapier. Your test webhook will appear as request A. You can click request A to see the data captured from the webhook.
Click Continue with selected record.
Step 2: Format guest opt-in data (optional)
This step transforms AnyRoad guest opt-in data into the Shopify format.
If you collect email opt-ins through AnyRoad and use Shopify for marketing, you'll want to send guest opt-in answers to Shopify. Shopify uses a boolean format (true or false) to collect opt-in data while AnyRoad uses text (yes, no, or partial). This step transforms the AnyRoad data into the Shopify format.
Choose Formatter for the next action.
For the Action event choose Utilities. Click Continue.
On the Configure tab, select Lookup Table for the Transform field.
For Lookup Key, select Optins General or Optins Email (depending on which type of email opt-in you use) from the AnyRoad data you captured in the first Catch Hook event. If your webhook doesn't include this attribute, choose another test event with the opt-in attribute.
There are 3 types of marketing opt-ins you can configure in AnyRoad:
General - appears as Optins General in the webhook
Email - appears as Optins Email in the webhook
Phone - appears as Optins Phone in the webhook
Answers appear as:
yes - a full opt-in
no - an opt-out
partial - this is an optional opt-in type you can configure in AnyRoad
Do not use the Marketing Optins grouping - this attribute is being deprecated.
For the Lookup Table, map the webhook data to the Shopify boolean format of true or false:
yes --> true
partial --> true
no --> false
Set the Fallback Value to false. If there is no opt-in data the guest will not be opted in. Click Continue.
Click Test step.
You will see the results of the test against your webhook data next to Output.
You're done setting up this step. Click Continue to proceed to the next step.
Step 3: Search existing customers and add new ones
This step searches to see if a customer already exists in Shopify with the same email address. If not, it creates a new customer.
You will be prompted to select your next action. Search for and select Shopify.
Set the Action event to Find Customer, and connect your Shopify account under Account.
Proceed to the Configure tab and enter Guest Email from the webhook into the Email Address field.
Check the box Create Shopify Customer if it doesn't exist yet?
Map the below AnyRoad webhook attributes to their corresponding Shopify attributes. First Name and Last Name are the only required field and Tags is highly recommended for reporting - the rest are optional based on your business need.
If you choose to add phone number to Shopify:
The number must be unique per customer in Shopify. If an AnyRoad guest registers with the same phone number but different email than another guest in Shopify, the webhook will fail for that customer.
Shopify will default to SMS not subscribed. You can't add phone opt-in through the standard Shopify Create Customer event in Zapier. You can, however, do this with a more advanced Shopify API Request event via Zapier using the Shopify SMS Consent API object.
See here for the full AnyRoad Webhook Schema.
Shopify Attribute Name | AnyRoad Attribute Name |
First Name (required) | Guest First Name |
Last Name (required) | Guest Last Name |
Customer Phone | Guest Phone |
Street Address | Guest Address Street Address 1 |
Street Address Line 2 | Guest Address Street Address 2 |
City | Guest Address City |
State | Guest Address State Region |
Country | Guest Address Country |
Zip Code | Guest Address Postal Code |
Tags (highly recommended) | Use "AnyRoad Customer" or similar |
Accepts Marketing | See below instructions |
For Accepts Marketing change it from a Static to a Custom field via the 3 dots on the right-hand side.
Select the Output from Step 2.
Then proceed to the Test tab and click Test Step.
If it is a new customer in Shopify, you will see Output true and they will now appear as a new customer in the Customers tab.
If it is an existing customer in Shopify, this step will return their existing Shopify ID but will not update the customer record in Shopify. We will update the customer in the next step.
Click Continue to proceed to the next step of updating existing customers in Shopify.
Step 4: Update an existing Shopify customer
This step updates an existing customer profile in Shopify with data from the AnyRoad webhook.
Add a Shopify event again and choose Update Customer as the Action event this time. Your Account will populate from the previous step.
For the Customer field, change it to Custom and choose ID from the previous Find Customer in Shopify step. This is the unique Shopify ID of the customer you will update.
Map the webhook attributes to Shopify attributes in the same way as a new customer in Step 3. You don't need Email Address since you already matched on that in a previous step.
This step overwrites any existing data in Shopify for a customer. If you do not want to overwrite existing fields like customer name, address, or phone then don't map those fields.
We recommend at a minimum updating:
Tags in order to segment these customers in Shopify reporting
Accepts Marketing with the latest AnyRoad opt-in data
Click Continue to proceed to the Test tab, and click Test Step. The customer profile will update in Shopify.
🎉 You're officially done configuring the standard integration and you can Publish it. Every new AnyRoad booking or registration will automatically send the associated customer to Shopify.
Your zap should look like this:
Step 5 (optional): Add experiences to a customer profile
You can also add experiences to a customer's profile using Shopify products and orders. These steps automatically create a product in Shopify for each experience, and a new order when a customer books an experience.
This integration may be useful if you want to track the history of experiences booked on a customer profile in Shopify. Because each experience appears as an order in Shopify, it could impact your order reporting. If you include this integration you will likely need to modify your Shopify reporting to exclude experience orders in standard reporting.
Step 5a: Search existing products and add new ones
This step searches to see if an experience already has an associated product in Shopify. If not, it creates a new product for each experience.
Add a Shopify event again and choose Find Product by Title or Handle as the Action event. Your Account will populate from the previous step. Click Continue.
On the Configure tab populate Product Title / Handle with the Experience Name from the webhook, and check Create Shopify Product if it doesn't exist yet?
In Shopify, the experience name is the unique identifier for the product. If you change the name of an experience it will create a new product in Shopify.
Other than experience name, none of the attributes for creating a product come from the webhook. The values you populate depend on how you manage products in Shopify. We recommend:
Product Type - select a name that can help you differentiate these products in internal reports, like "Experience"
Product Status - set to "Active"
You can also consider using Tags, Collection ID, and/or Category based on your Shopify setup.
Click Continue to proceed to the Test tab and click Test step. This will create a new product in Shopify.
Step 5b: Select the Product Variant ID
This step selects the Variant ID from the previous product search step, which can differ based on whether it's a new or existing product in Shopify.
In order to create a customer order in the next step a Product Variant ID is required. Shopify returns the attribute Variant ID from step 5a with different names depending on whether it's a new product or existing product in Shopify. This steps identifies the Variant ID from these two different attributes and outputs a single value.
Create a new event and choose Formatter.
Choose Utilities.
Choose Pick from list for the Transform field and Choose First for the Operation field.
For the Input field you will need to add two different inputs from Step 5 Find Product by Title or Handle:
Variants Nodes ID when Step 5 creates a new product in Shopify
Variants ID when step 5 finds an existing product in Shopify
In order to add these 2 attributes to the Input field, you will need to run both a new product and existing product test through Step 5. The easiest way to do this is to:
Run a test on Step 5 using a new experience that isn't in Shopify yet
Add Variants Nodes ID from that test data
Retest Step 5 with the same data (this time it will find the product in Shopify)
Add Variants ID from the new test data
Click Continue and Test step. The Output field will contain the Variant ID in both scenarios.
Step 5c: Create a customer order
This step creates an order on a customer profile in Shopify with the product associated with the experience they booked.
Add a Shopify event again and choose Create Order as the Action event. Your Account will populate from the previous step. Click Continue.
For the Email field use Guest Email from the AnyRoad webhook in Step 1.
Change the Product field from Static to Custom and map it to ID from Step 5a.
Change the Product Variant field from Static to Custom and map it to the Output from Step 5b, which is the Variants ID.
Map the remaining product attributes as follows:
Shopify Attribute Name | AnyRoad Attribute Name |
Product Quantity | "1" |
Product Price | "0" |
Location | "Shop location" |
Inventory Behaviour | "Bypass (Take No Action)" |
Financial Status | "Paid" |
Fulfillment Status | "Every line item in the order has been fulfilled" |
We generally recommend that you set Product Price to $0. While the webhook contains the total price paid in the Payment Total attribute, for this data to remain accurate in Shopify for revenue reporting you would need to build more integrations including:
Integrating our booking.updated webhook to adjust order price when a booking is updated
Integrating our booking.cancelled webhook to cancel orders and apply the refund amount
Excluding the amount on additional guests (identified by the attribute guest.type "additional") so you don't double count payments.
If you would still like to include price and keep it accurate, you can add the booking.updated and booking.cancelled webhooks in separate zaps. And you would build a conditional split in this zap that treats the new / update customer events differently for booker vs. additional guests.
🎉 You're officially done configuring the additional steps and you can Publish. Your zap should look like this:
Configuring Webhooks in AnyRoad
In order to configure webhooks you’ll need to start your Zapier setup first because webhooks require the destination URL from Zapier. When it's time to configure AnyRoad Webhooks, the Zapier setup instructions will point you to this section.
This configuration sends two webhooks from AnyRoad:
booking.confirmed - Booking and guest information associated with booking guests
guest.additional.updated - Booking and guest information associated with additional guests. If you don’t have FullView configured on your account you don’t need to include this event.
You can learn more about AnyRoad webhooks here.
To setup a webhook:
Navigate to Webhooks in Settings
Select + Add Endpoint:
Paste your webhook URL from Zapier into the Endpoint URL field
Enter an optional description
Select two events: booking.confirmed and guest.additional.updated
Click Create
You’re now ready to send a test event to Zapier:
Navigate to the Testing tab
Choose booking.confirmed under Send event
Click Send Example
🎉 You’re done setting up webhooks! Now, every new booking or registration triggers a webhook. Return to Zapier setup to complete the integration.
How to associate Shopify transactions with customers
AnyRoad customers will now have an associated profile in Shopify when they purchase merchandise on-site. Your staff can add their profile to a transaction.
It's important to ensure staff adds a customer to every transaction they can in Shopify. If you have partial compliance you won't have trustworthy data to track the impact of experiences on sales.
Some of our customers have successfully used incentives to motivate staff and customers to ensure compliance. Staff can be incentivized with leader boards on the percent of Shopify transactions associated with customers. Customers can be incentivized with programs like 10% off merchandise if they attended an experience.
During a transaction, staff tap Add customer in the top right.
Tap Search customers.
Search for the customer by email or name and select them.
The customer is now associated with the order.
That's it! Your Shopify transactions are now associated customers.
Shopify Reporting
Shopify has robust reporting allowing you to segment reports by the customer tag you added in Step 3 and Step 4.
In the Analytics Reports tab, you can add Customer Tag to Dimensions on existing or custom reports to perform analysis like:
Percent of orders from visitors who attended an experience
Average order value of an experience visitor vs. other customers
Which products experience visitors purchase vs. other visitors
You also have robust reporting by customer location (city, state, country) with AnyRoad data.
Because you now associate orders with customers, you can identify and target your most valuable repeat customers based on transaction count and total spend by customer.
Finally, you can perform more advanced segmentation analysis by exporting your customer list and matching it to the AnyRoad Guest report to identify:
Which experiences and/or time slots drive more on-site sales
Differences by age or gender
Differences by purchase behavior before the experience
The correlation between NPS and purchase behavior