For retailers, mobile’s biggest draw is the ability to directly engage with consumers. Let's face it, most people keep their smartphones close to the vest. Push notifications can build brand loyalty, keep users engaged and encourage them to purchase, even when the app is not open. However, these days, most consumers are inundated with messaging - but not to worry!
Retailers can intelligently use push notifications by leveraging the unique properties of both global and geo-fence push notifications into their mobile strategy.
Global push notifications are familiar to most retailers and have been part of the mobile marketing landscape for a while. They remain very effective, with a 30% to 40% click through rate. One of the best ways to use global push is when targeting a specific events. Virtually "chiming in" right before a flash sale (all items up to half off this evening only) or a specific event (online only discounts for Valentine’s Day) is a great way to close the gap between the intent to purchase and the action of conversion.
Geofencing notifications are newer to mobile marketing but equally as effective, with a 40% click through rate. Geofencing is when a virtual perimeter is placed around a physical space. These notifications are then triggered when a consumer is within that perimeter. Retailers can use geofencing notifications to enhance global, brand events (like triggering a reminder for a flash sale when a user is within range to that store) or to drive location-specific content. These can be anything from sending consumers a mobile-only coupon when they are close to a brick-and-mortar store, or serving content related to a particular item when in proximity of a display in-store.