Holiday Retail Prediction #2: Push Notifications Become a Mainstay of Holiday Deals

People are at their busiest during the holiday season. Between running errands, prepping for holiday meals and hosting relatives, the attention spans of the consumers you hope to reach with your holiday promotions are stretched to the max. Meanwhile, the holiday campaigns of your competitors are also vying for the precious mind space of your target consumers during this hectic time.

All of this competing stimuli means that no matter how robust your holiday marketing campaigns may be, they could go completely unnoticed unless you reach consumers with the right message in the right place at the right time. Push notifications offer a simple way to reach your customers in a manner that is both personal and unobtrusive.

Retailers are already connecting with customers in droves via push notifications. Our 2014 Holiday Recap report found that last year, retail brands doubled the volume of notifications sent on key Cyber Week shopping days compared to 2013 and saw a 100% increase in response rates.

Last year’s holiday push notifications had a strong focus on conveying sale and discount levels. For example, a push notification might pop up on an app user’s screen to advertise “40% off all items, today only!”

Mobile engagement via push notifications is a more personal marketing channel. Personalized gift guides and sale preview announcements will join the traditional seasonal promotions to further enrich customer's holiday experiences. Custom-tailored push notifications can make making a list (and checking it twice) easier than ever for consumers.

Offer something they need, save them time or money or enrich their experience. Contact them with relevant offers and deals that will improve their busy lives. Give them an unexpected gift of time or joy and they will thank you.

For the 2015 holiday season, we anticipate seeing another strong surge of push notifications from retailers. See how retailers used mobile engagement to support their seasonal campaigns in our 2014 Holiday Recap report.