Give your customers a little push...
“Smartphones have given us the opportunity to get personal with our customers again”, says Arie Kuiper, Head of Customer Insights at IceMobile. “Through our Bright Stamps app, we’re responding to this opportunity by offering a way for customers to participate in a loyalty programme with their mobile phone. The app experience is highly customised, offering tailored communication to each customer via push notifications. By thoroughly analysing customer data, we can send targeted messages to individual customers, at specific times and in specific locations.”
…But don't be too pushy
However, this way of communicating is very strategic and only effective when done correctly. Offer irrelevant information and your customers will opt out. Provide too many messages and your customers will opt out. The content of your push messages has to add value to the shopping experience, otherwise the recipient will just disengage. In the last few years, IceMobile has sent millions of push messages to customers around the globe. After two years of testing targeted messaging, IceMobile has developed four pillars of effective push notifications. Olav van Dam, Creative Editor at IceMobile, describes how they work:
Uber uses push notifications in a really smart way, including to inform customers about delays, price changes and promotions. For instance: “Rates have dropped in the centre of Barcelona. Request a ride as soon as possible to avoid surge pricing.” Lotte Jonkman adds, “A customer receives this push notification based on their location and message preferences. This is a good example of location-based push messaging and makes the communication very personal. Uber also gives customers the option to choose which information is relevant to them. By so doing, Uber shows it takes its customers seriously and their wishes into account”.