CASE STUDY
Fashion Retailer
Location-Triggered Push Campaigns resulted in 2x-5x higher app open rates and 31% increase in time spent in app
RESULTS
Increase Time
Spent In-App
Higher Open Rates
Open Rate
for Location
Additional Lift
in Sales
Challenge
Retail is a highly competitive industry, especially within the fast fashion category. As any fashion retailer knows, having a mobile app strategy is an integral piece to their marketing efforts. However, batch-and-blast, broadcast push notifications are not always the most effective way to communicate to their customers and can lead to missed opportunities to engage when it matter most.
Objective
A specialty fashion retailer was looking to increase their app’s open rate and usage by testing mobile notifications with location triggers in addition to the impact it has on time spent in app.
Strategy
Utilize Gimbal’s proprietary location technology to setup custom geofences around the retailer’s locations
Highlight deals and new products with a unique in-app experience
Enhance product marketing with “push” and “pull” messaging
Results
- The campaign generated a 31% increase in time spent in app during push campaign
- 2x – 5x higher open rates throughout the campaign
- 30% open rate for location-triggered campaigns (vs 4% for campaigns not triggered using location)
- Campaigns that ran with location-triggered notifications resulted in an additional $15-30K lift in sales (for short, one weekend campaigns)