The Friction-Value Tradeoff
The golden rule: Only ask for information you’ll actually use. Every additional field increases the chance a customer abandons their order.
| More Fields | Fewer Fields |
|---|---|
| Richer customer profiles | Higher conversion rates |
| Better marketing targeting | Faster checkout |
| Personalisation opportunities | Lower abandonment |
| Delivery accuracy | Simpler experience |
Available Data Fields
Contact Information
| Field | Options | Use Case |
|---|---|---|
| First Name | On/Off | Personalisation, order identification |
| Last Name | On/Off | Full customer records, formal communication |
| Required / Optional / Off | Receipts, marketing, account creation | |
| Phone | Required / Validated / Off | Order updates, delivery coordination, SMS marketing |
| Company Name | Required / Optional / Off | B2B orders, invoicing |
Email Settings
- Required - Customer must enter email to complete order
- Optional - Field shown but not mandatory (displays “optional” hint)
- Disabled - Field hidden completely
Phone Number Settings
- Required - Must enter a phone number
- Validated - Must enter a valid phone number with country code verification
- Disabled - Field hidden
Marketing Consent
Opt-in Checkbox
Add a customisable marketing consent checkbox at checkout:- Custom message - Write your own opt-in text (e.g., “Send me exclusive offers and updates”)
- Pre-selected - Choose whether the checkbox starts ticked or unticked
What You Can Do With Consent
When customers opt-in, you can:- Send promotional emails and SMS campaigns
- Share offers and new menu items
- Request reviews after orders
- Build loyalty program engagement
- Retarget with personalised offers
Attribution Data
storekit automatically captures marketing attribution when customers arrive at your store:UTM Parameters
| Parameter | Purpose |
|---|---|
utm_source | Where the traffic came from (e.g., google, instagram) |
utm_medium | Marketing medium (e.g., cpc, email, social) |
utm_campaign | Specific campaign name |
utm_term | Paid search keywords |
utm_content | Differentiates ads or links |
Ad Platform Click IDs
Automatically captured for conversion tracking:- gclid - Google Ads
- fbclid - Meta (Facebook/Instagram) Ads
- ttclid - TikTok Ads
- msclkid - Microsoft/Bing Ads
- li_fat_id - LinkedIn Ads
First-Touch vs Last-Touch
storekit tracks both:- First-touch - How the customer first discovered you
- Last-touch - What brought them back to order
Recommended Configurations
Delivery & Collection Stores
For most takeaway and delivery operations:| Field | Setting | Rationale |
|---|---|---|
| First Name | On | Personal service, order identification |
| Last Name | Off | Usually unnecessary |
| Optional | Receipts, marketing (low friction) | |
| Phone | Validated | Essential for delivery updates |
| Company | Off | Not needed for consumers |
| Marketing Opt-in | On | Build your customer database |
Dine-In / Pay at Table
For in-venue ordering where speed is critical:| Field | Setting | Rationale |
|---|---|---|
| First Name | Off | Order number sufficient |
| Last Name | Off | Not needed |
| Optional | Capture from willing customers | |
| Phone | Off | Not needed for table service |
| Company | Off | Not needed |
| Marketing Opt-in | On | Only shows if email entered |
B2B / Catering
For business customers and large orders:| Field | Setting | Rationale |
|---|---|---|
| First Name | On | Contact identification |
| Last Name | On | Full business records |
| Required | Invoices, confirmations | |
| Phone | Validated | Coordination for large orders |
| Company | Required | Invoicing, account management |
| Marketing Opt-in | On | B2B relationship building |
Using Your Data
In storekit
- View customer details on every order
- Export customer data for analysis
- See marketing attribution on orders
- Filter orders by customer
Integrations
Connect your customer data to:- Email platforms (Mailchimp, Klaviyo) for campaigns
- SMS providers for text marketing
- CRM systems for customer management
- Analytics tools for attribution reporting
Data Retention
Customer data is stored securely and retained according to your data retention settings. Customers can request deletion of their data under GDPR/privacy regulations.Best Practices
Start Minimal
Launch with fewer fields, then add more once you understand what you’ll use.
Make Email Optional
Most customers still provide it, but the “optional” label removes pressure.
Validate Phone Numbers
Invalid numbers are useless. Validation ensures you can actually reach customers.
Customise Opt-in Text
Generic “subscribe to newsletter” converts worse than specific value propositions.
Measuring Impact
Monitor these metrics when adjusting your data collection:- Checkout conversion rate - Does adding fields reduce completions?
- Opt-in rate - What percentage consent to marketing?
- Email capture rate - How many orders include email addresses?
- Order value by data completeness - Do customers with full profiles spend more?
Test changes gradually. Adjust one field at a time and measure the impact over at least 100 orders before deciding.