Winning Push Notifications for Grocery & Retail
Described as one of the best ways to communicate via mobile apps, push notifications with a short history is rapidly gaining momentum.
The message delivery in real-time and higher response rates are some of the obvious advantages that push notifications have over other communication channels, that has led it to trend upwards in terms of marketing ROI.
The real time messaging enables you to bring flexibility in your marketing strategies and react spontaneously to any change in the environment related to current trends, business, economics, politics etc.
With web push notifications, users have a choice to allow or deny receiving the notifications from a particular site. This means that if a user agrees to hear from you, you are bound to get a higher click-through rate for your messages and more opportunities for higher conversion-rates as well.
These features work exceedingly well for all e-Commerce retail stores, where the entire concept of revenue generation is based on consumer interests and experiences.
However, the tendency of ‘overdoing anything that works’ prevails amongst the marketers due to which – push notifications have been reduced to a mere medium of blast or mass marketing. This further prompts the users to ignore notifications that offer little value to them on a personal level, and can even push them to unsubscribe from you!
So how do you ensure your notifications to be more effective? Well, a lot depends upon the way a message is drafted and the right timings that have the potential to drive higher user engagements.
Following are some critical points to keep in mind while sending push notifications for retail grocery stores.
Push notifications are sent to drive the users to take an action. A good push message is brief with limited characters, and highlights the value proposition that lures the users to click on it.
Adding call-to-action (CTA) buttons will enable the users to get a clarity of what exactly needs to be done. Including a URL will redirect the users to the desired page where you want them to land.
You may also draft and send media rich content that not only attracts and adds value to your customers, but even helps in boosting the identity of your brand while you deliver information.
There are three types of data to consider while contextualizing your notifications –
- Demographic data that helps to understand who the users are and their geo-locations, how knowledgeable they are about the subject at hand, or how they use the digital channels etc.
- Historical data reveals what the users have done (or purchased) in the past. It helps you to figure out their likes and dislikes, buying patterns or what they might be interested in future.
- Situational data defines the current status of the users such as – what device or browser they are using, the time of the day wherever they are or even their current weather conditions.
These collectively help in segmenting the audience and targeting them with content that they are really interested in and are in a position to take action as well.
For instance – if you are offering a midweek discount on all grocery items (value proposition), then you would be targeting the people who usually buy during the weekdays (historical data).
You would target the audience that are in close proximity to your store (demographic data) and also ensure that the current conditions like weather or hour of the day, are conducive to send the push notifications (situational data).
Personalization is the key to successful marketing. Referring to the users by their names, or drafting and sending content that is based on their online behaviour or past purchase history will enhance the user engagements.
It will also help you to target your consumers with relevant offers and deals, that will eventually boost your conversions.
You could also inform them about back-in-stock items or if there’s a discount on any item that is saved in their wishlist or shopping carts. Personalized messaging can also be used to remind the users about their abandoned carts. Its an excellent way to recover your potentially lost revenue.
Push notifications are meant to keep your users connected with your brand. Just because it enables the publishers to send messages at their discretion, it does not mean that they bombard their users.
Marketers should be wise enough to understand customers’ affinity for their brand and deals. Tracking data such as click-through rate, page visits, bounce-rate or unsubscribes will help you to work out the right frequency for your notifications.
‘What time to send’ is also important while sending push messages for generating the maximum response.
For instance, many customers buy groceries either during the weekends or fortnightly. Setting up time for fridays or saturdays (or whatever matches with their days of shopping) will generate a much better response, as compared to sending messages during the start of the week.
The ideal hours for sending push messages are usually between 12pm – 5pm when the users are somewhat free to read and browse, while early mornings or late evenings are considered to be the worst timings.
Having said that, sometimes you are forced to send notifications knowingly that the users would be unable to complete the actions- even though they are willing to. Generally users are too busy to read and end up swiping the message and all is forgotten.
To tackle this, adding a “remind later” option to your push notifications will make the users come back to your offer page – as per their convenience.
Impress to Win
Stats have shown that even though users have hundreds of apps on their phones, they interact with only 5.5 messaging apps per week. This means that unless you make an attempt to stand out or create an impression, chances of your survival are pretty bleak.
Go beyond their expectations and surprise them or create a mystery that tickles the user’s mind.
Express your gratitude by rewarding your loyal users. Ask for their feedbacks or encourage them to review your brand or recently purchased products – that can help build a relationship.
Push notifications are powerful tools for driving app related tasks. However, they have to be implemented in the correct manner to generate the desired results.
PushFlew provides several features and functions to enhance the user engagement for both – web & mobile. It makes it easier to achieve more pageviews and higher click-rates along with higher revenue generation through personalised pushes. It also offers multi domain and multi user accounts and is compatible with all sort of browsers.
Winning Push Notifications Examples
The average click rate from the first 20 notifications they sent out was 12.55%. Freeflys built a list of 4400 subscribers in just 30 days of installation of Push Notifications.
An offer of FREE Salted Caramel Banana Fruit Truffles delivered right to the users’ desktops. It was as irresistible as it was effective!
- Set up in less than 3 minutes.
- 4400 subscribers added in first 30 days of installation.
Buy Whole Foods Online
Their first notification offered a 17% discount on one of their best selling products- Ecover Non Bio Washing Powder. The notification was delivered to 736 subscribers. 49 of them clicked through and reached the product page with an overwhelming majority of them completing the purchase.
So far, their most popular notification that sent subscribers into frenzy has been this tempting offer on Coconut Water.
The notification received a click rate of 15.2%. Out of the 97 people that reached the product page after clicking on the notification, 71 actually made a purchase. Not just that, this one notification helped them clock a 3 digit revenue.
FreshMenu scaled and acquired over 130K Subscribers in less than 4 months.
One of the push notifications they sent:
- 12% of total sales from web push notifications
- Bounce Rate – under 20%.
- Week on week increase in traffic – 17%
- Month on month increase in sales – 18%
They set up three push notification programs to boost user engagement:
1. Welcome Program: automatic broadcast of a push notification the day after the app was installed, 7 days after, and 14 days after, to remind new users about the key benefits of the app.
2. Loyalty Program: broadcast of monthly and seasonal push notifications featuring recipes.
3. Lapsed Users Reactivation Program: getting app holders to come back to the app by automatically reminding lapsed users who have been inactive for 20 / 25 days about the key benefits of the app.
- Welcome Program: Greater than 20% of users clicked atleast once.
- Lapsed User Program: Greater than 20% reactivation rate.
- Better User Experience: app engagement increase and lower churn rate.
Vibhav Gaur plays a key role in empowering Ebzion’s Automobile Aftermarket clients to sustainably grow their online revenues by leveraging technology + digital marketing.
With a strong background in technology and key focus in Automotive marketing he has helped multiple aftermarket OEMs and Retailers make it big online.
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