Are Push Notifications on Customer Smartphones Worthwhile?

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The willingness to pay for location-based push notifications on the customer’s smartphone. Short survey among retail decision-makers in Germany.

An online survey by Prof. Dr. Hans-Christian Riekhof, International Marketing, PFH Göttingen 2017

For the short survey among retailers, which was conducted in the period from June 15, 2017 to June 30, 2017 by online survey of the PFH Private University of Göttingen by Prof. Dr. Hans-Christian Riekhof, a total of 115 top managers, managing directors and retail experts were invited to participate by mail. Even if the survey cannot be considered representative, it can nevertheless be assumed that the results provide meaningful indications of the willingness to pay in retail for performance-based location-based marketing.

The evaluation shows, among other things, that there is a high willingness to pay in retail for push notifications on the customer’s smartphone. Retail is willing to pay! Interesting details: The willingness to pay increases when customers are preselected according to location-related criteria. And: The willingness to pay increases further when customers demonstrably enter their own store after receiving the push notification.

You can find out more in the complete study, which you can here download.
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