Communicating Promotional Offers Using Timely Messaging
Working with Insider, the company decided to use geofence technology to send mobile push notifications to users when they were close to a store, making them aware of their current offers and enticing them to visit.
Using Insider, they set up geofences – virtual “boundaries” created using GPS – around their store locations. When a targeted user entered a geofence area, a mobile push notification was triggered, alerting them to an in-store promotion. The message advertised the two-for-one deal that the company was running for collection orders only. Mobile push notifications were delivered during rush hour – encouraging users to stop by and take advantage of the deal on their way home.
The company targeted the message to all app users who had made at least one online order in the past. A lot of the store locations are in high-traffic areas, close to public transport and city centers, which meant that targeted users could potentially enter the geofence area multiple times per day. The company was therefore careful to ensure that users were not bombarded with messages by implementing a three-day frequency cap, so app users would receive a maximum of one message every three days if they enter the geofenced area.