Three reasons why push notifications are the hidden champion in retail marketing in 2020

Push notifications have long been an integral part of almost every news site. The question of whether you want notifications has now been learned. If a user agrees, they receive relevant news directly on their desktop or smartphone. But these notifications are not only beneficial for news. Retailers can also benefit from them. The Offerista Group, a provider of digital retail marketing in German-speaking countries, has been increasingly implementing push campaigns for retailers since 2019. Benjamin Thym, Managing Director of the Offerista Group, sees great opportunities for retailers and gives three reasons why push notifications are the hidden champion in retail marketing in 2020.

1. an alternative to cookies

The cookie debate is also causing retailers to rethink and look for alternatives. Push ads are only displayed after the user has given their consent. It is also possible to ask users about their interests, for example which topics and brands they prefer. This allows the ads to be displayed in a very specific and individualized way.

2. above-average engagement rates

Compared to other push channels such as mailings or display advertising, push notifications have above-average engagement rates. Not least because they appear in a native environment and are desired by the user. The most recent example is a campaign for KIA in Austria at the end of 2019. Within four campaign phases, the click-through rate rose from 5.93% to 17.43%.

3. can be used in a variety of ways along the entire customer journey

Push notifications are an "all-rounder measure" as they can be used along the entire customer journey: In particular for addressing new customers, for seasonal campaigns or to inform about new store openings and Sundays when stores are open for business. Retailers can use retargeting campaigns to retain customers who have already shopped with them. And the location-based pushes are used by manufacturers who want to launch new products or advertise special products across all retailers.

Benjamin Thym, Managing Director of the Offerista Group, explains: "We clearly focus on the drive-to-store effect. Push messages have a clear activation potential, similar to the classic pork belly ad, only much more present on the most personal of all devices: your own smartphone."