Citrus: Using push notifications to increase store traffic and boost sales
Citrus is the largest electronics retailer in Ukraine specializing in computer equipment, gadgets and accessories. With 19 years in a competitive industry, they’ve grown to 51 stores in 13 cities with a robust online presence. Customers can also shop anytime, anywhere via an innovative mobile app.
ChallengeCitrus, a well-known Ukrainian electronics retailer, is focused on developing strong relationships with clients and rewarding loyal customers. Besides 51 physical stores and a robust e-commerce web site, customers can also shop using Citrus’s mobile app. Using the mobile app as a direct communications channel, Citrus has access to almost 500,000 of their customers.
They wanted to find a way to bridge the online and offline worlds by attracting customers into their stores so that they could strengthen relationships and build future store traffic. So, in honor of their 18th anniversary, Citrus decided to hold a special promotion in 10 of their stores in Kyiv. They used the milestone to invite their loyal customers to celebrate with them and take advantage of special discounts available only in store.
Through Infobip, they created a direct, engaging and efficient communications campaign for sending real-time reminders to people who were near the store to invite them to join the celebration.
We spend a lot of time with our mobile phones. Push, in our opinion, is ideally suited to sending urgent (important) information or a time-limited offer to a customer.
Citrus is constantly engaging their customers with relevant content by using push notification campaigns to inform them about new products and announce items on sale. So naturally, push notifications presented an efficient way to reach customers in real time.
By using the geo-fencing feature within the Infobip portal’s Mobile App Messaging solution, Citrus was able to send location-based push notifications precisely targeting the customers they wanted to attract. To generate interest and awareness, Citrus sent invitations to 2,600 customers announcing their anniversary campaign running throughout Kyiv. On the day of the event, they implemented a campaign targeting only those customers who were near a store, inviting them to join the celebration and shop with a 30% discount.
A deeper dive: Precise location-based targeting done easily over the Infobip portal
1. The Citrus marketing team created a broadcast push campaign in the Infobip portal announcing the anniversary celebration to relevant customers.
2. One week later, they created a geo-fencing campaign targeting users within 200 meters (12 miles) of 10 stores in Kyiv.
3. They were able to set the campaign with only a few clicks using the Infobip portal, by defining:
- Geographic area: They indicated a radius around the stores in Kyiv where the anniversary event was taking place. When a Citrus mobile app customer entered the defined geo-area, they automatically received an invitation to attend in the form of a push notification. (For messaging efficiency, they selected the option for single-entry targeting, meaning that, if a customer enters the area defined in the campaign several times throughout the day, he will be notified only once.)
- Duration of campaign: They set the time of push deliveries to correspond with the time of the events, i.e., a mobile app customer who enters the defined geo-area received a push notification only during the hours when the event was running.
- Message design: They used rich media to include an image for more impactful messaging.
- Campaign scheduling: They set all the requirements for the geo-fencing campaign in advance, so that on the day of the event, all they had to worry about was having enough cake and refreshments for everyone who visited the stores.
ResultCitrus had 76.000 mobile app users with the geo-location option enabled.* As a result of this promotion:
- 2,600 entered the defined geo-location and received a push notification with the invitation to join the event and shop using a 30% discount.
- 976 opened the message to receive the discount.
- 924 mobile app users who were near the store and received the message actually made a purchase in store using the discount for a conversion rate of 35.5%.
- Push notifications can be a very effective channel to boost offline sales using your mobile app as a direct communications channel, as well as a direct sales channel.
- Creating a geo-fencing campaign can be done very simply, without any complex development efforts through the Infobip portal.
*NOTE: While the main prerequisite for a mobile user to receive push notifications is an internet connection, in order to receive a geo-targeted push notification, a mobile app user must also have geo-location functionality enabled on his smartphone.
Push-notifications are a very efficient and quite cost-effective way to increase sales. However, they only work if you create high quality content.