A lack of engagement opportunity by retailers

We posted some time ago how over a quarter U.S. companies, 28 percent, do not have a mobile strategy. Here’s more proof that some companies are still lagging behind when it comes to using mobile devices as part of an overall marketing plan.

Only a small percentage of retailers are using push notifications — messages that are delivered and displayed on a mobile device — as a tool to engage their customers.

San Francisco-based mobile marketing analytics company Other Levels recently examined retailers’ use of mobile messaging tools like push notifications, in-app alerts and the rich inbox, an email-like inbox within a mobile app. In its 2014 Retail Mobile Messaging Study, Other Levels found that while 77 percent of the top online retailers have a mobile app, just 31 percent of retailers send push notifications as part of their messaging strategy.

Push notifications play a large role in driving app usage. The majority of the top 100 retailers’ apps ask users for permission to send push notifications, yet most of the companies never actually send those messages.

The report goes on to say that fewer than 2 percent of the top 500 online retailers have a mobile app with a rich inbox that can display unique customer-focused content within the app, from special offers to confirmations.

Retailers are seizing upon mobile apps to expand and enhance their brand presence and awareness. But their limited use of mobile messaging content means a lot of missed opportunities to engage customers.

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