Retailers are making progress with mobile, with a recent study showing the number of retailer apps used by consumers doubled in 2018, from an average of two to four. However, downloads is only half the challenge. Many brands are failing to take advantage of consumers’ growing penchant for retail apps by concentrating more on building out features than on thoughtfully building relationships with shoppers.
When done correctly, push campaigns are one of the most effective ways to create interest among shoppers, engage them in and out of stores, and create personalized experiences that lead them to buy.
Any push campaign should follow three key tenets: be relevant, timely and personalized.
Here are five inspiring examples of new mobile campaigns that you can start running today to build big engagement:
1. Incentive for In-Store Visit
Retailers with physical locations can take advantage of geo-fencing to identify any prospects in the immediate area and offer free merchandise or services to lure them into their store. This could be as simple as a sunglass store offering free cleanings or a pet store offering free dog biscuits. Sephora has used this strategy with success with its mini makeovers.
2. Weather-Driven Promos
Weather has been proven to have a sizable effect on what people buy, and this is another simple location-based promo that most retailers can employ. When there's a change in weather or major weather event, send out a discount specific to the region. For instance, “It’s warming up in Philly! Use code SUMMERNOW for 10% off swimwear.”
3. Complementary Post-Purchase Suggestions
Reel them back after they’ve made a purchase by delivering a push for complementary products. If a shopper bought a patio set, for example, send a reminder or discount for an outdoor rug. Transactional notifications, such as order or delivery confirmations, tend to have some of the highest open rates. Therefore, it’s a good idea to add recommendations to those.
4. Travel-Based Marketing Messages
Show your brand’s value by using geo-push campaigns to send special offers and helpful info when customers arrive in your city. For example, "Welcome to Denver! Forget to pack something? Stock up at our downtown store.” These types of campaigns nicely couple personalization with the power of suggestion.
5. Goal-Hitting Notifications
Send a notification when your users hit a goal within the app to encourage future behavior and drive app retention. A goal could range from a loyalty points threshold to a new status level to a customer anniversary. Retailers can take notes from Fitbit, which alerts users when they’ve reached an exercise goal and keeps them coming back.
Push marketing is as relevant and effective as ever and, by refreshing your campaigns with an extra dose of creativity, you can keep shoppers coming back to your app and into your stores.
Aaron Glazer is the CEO and co-founder of Taplytics, a customer engagement platform that helps companies engage their users with personalized, seamless, omnichannel experiences.
Aaron Glazer is the CEO and co-founder of Taplytics, a customer engagement platform that helps companies engage their users with personalized, seamless, omnichannel experiences. Aaron helped grow Taplytics from a couple of friends in a basement to a Y Combinator-backed powerhouse that now works with companies such as RBC, Ticketmaster and CBS.