Written by Yan Makher, GPShopper's Product Manager
Push notifications are a way for an app to send information like offers, coupon codes, etc. to a phone (via an alert in the status bar, or a pop up message) even when the app is not in use. Push notifications can be dynamically triggered by specific scenarios, such as date, and can also be targeted at specific users to improve efficacy.
The key to using push notifications properly is to allow the customer to choose what he or she wants to see. Explicit opt-in and opt-out policies are essential to gaining and keeping consumer trust, and that trust is critical in building brand loyalty.
When the user first loads the app there is a prompt asking them to allow push notifications (only the very first time the app loads on that device and never again). App users can manually disable the notifications for an app via the device’s Settings menu. This notification contains a title, short message, and can activate a redirect to a different or action within the app.
Push Notifications Best Practices
Push acts as a tool for retailers to communicate discounts, announcements, reminders and other news immediately with their customer base. Read GPShopper’s Guide: Best Practices for Push Notifications for character restrictions by device, the best time for sending push alerts, effective messaging recommendations, and more.
Push & Loyalty
Today’s consumers want access to their loyalty rewards at the very moment of checkout. Eliminating the need for your loyalty club members to pre-plan, print out, or carry discount coupons garners more sales. By populating each app user’s account using push notifications, your customers are more likely to complete a spontaneous purchase decision in-store, rather than waiting until they are armed with paper coupons that you’ve spent money designing, printing and often mailing to their physical address. This also creates a more personalized approach to recognizing your most loyal customers, and feeling valued is a primary driver behind a customer’s devotion to your brand.
Push & Location
Research shows that many consumers are accepting of both location tracking and push messaging — the opt-in rates average 62% and 51% respectively.
Using a combination of push messaging and location-based marketing (such as beacons or geo-fencing, retailers can trigger personalized incentives and deals to reach their prospective or current customers based on their location, demographics, purchase patterns and search history.
The Effectiveness of Push
Recent studies show that rewards sent by push notification are opened 8 times more than those sent via e-mail, and only 8% of consumers wait or ignore a push notification before checking it.
On average, GPShopper clients experience a 150% spike in traffic and an increase of 20-50% in conversions on the same day a push notification is distributed to their customer base.
Push vs. E-mail
Push Messaging outperforms e-mail 2-to-1 when it comes to open rates, and pushes with discounts or special offers perform even better, opened eight times more than their e-mail counterparts.
Additionally, because push notifications have the ability to be viewed even on a smartphone’s lock screen and don’t interrupt the user’s current activity, it is the only non-invasive method of communication with a high likelihood of being seen at the time of delivery. In fact, 92% of consumers open a push notification immediately upon seeing it, whereas the average time for recipients to view an e-mail message is 6.4 hours.
About the Author
Yan Makher is GPShopper's Product Manager, the leader in mobile commerce app development for enterprise retailers and brands. Yan, formerly a Project Manager at GPShopper, now leads the development of products and features for GPShopper, dealing with the planning, forecasting, production and marketing of GPShopper products.