RETAIL
KEY TAKEAWAYS FROM THE RETAIL VERTICAL
• Retail customers have many channels to learn about brands. Reward the loyalty of opt-ins with messages targeted to
behaviors shown in-app, or data from other channels. (See Recommendations section.)
• Getting the opt-in is truly critical to better retention, especially for Retail apps. But, while the opt-in is critical to app
use longevity, notifications must be used to have an impact.
• There is plenty of opportunity to increase retention with even a single relevant push notification. And sending relevant
Weekly, Daily or Daily+ notifications significantly improves retention for both Android and iOS users overall as well.
Daily+ notifications generated a 50% retention rate for iOS (a 257% increase over Zero) and 38% retention rate for
Android (a 533% increase over Zero) at 90 days.
• Daily+ notifications has the highest 90-day retention rate, but it must be carefully managed — a mix of transactional,
automated and campaign messaging will yield the best results. A carefully devised and implemented strategy based
on user preferences, behaviors and transactional updates can reap big rewards. (See Recommendations section.)
• To extend the longevity of notification strategies, consider adding an in-app Message Center. According to our data,
medium-performing iOS apps (the 50th percentile) achieve 8x greater Message Center read rates than direct taps
on a notification. When looking at retail apps alone, data showed customers read nearly half of all message center
messages. Ensure users have a location to see your messaging at their convenience.