Personalization and the strategic use of push notifications have become an increasingly powerful solution to boost sales in e-commerce
Push notifications involve reminders for maintaining contact, sales promotions, payment information and service status updates. All of this creates personalized opportunities for interaction between companies and customers
One of the major innovations of the tool for 2025 is its integration with artificial intelligence (AI), that enables the mapping of consumer preferences and habits within the company's App or website, for example. In this way, ensure that messages arrive at the right time and with content suitable to the interest of each consumer. That is to say, the brand's message tends to reach the consumer at the moment when they are most likely to open it, read and stay connected to the company's app or website. This enhances the effectiveness of the campaigns, contributing to boost sales
But, this is just one of the news related to this technology. Follow, in my view, the six main trends in push notifications for the next year
1 – Use of media (GIFs, images and videospush notifications are evolving beyond simple informational texts, starting to incorporate multimedia content, like GIFs, images and videos. This provides a more engaging experience for the user, highlighting the communicated product or service and making the notification more interactive and appealing, what increases the chances of being accessed by up to 45%, consolidating itself as a powerful engagement channel
2 – Interactive buttons:with the addition of buttons, push notifications offer direct action options, like "Buy now", "Learn more", "Talk on WhatsApp" or "Add to cart". This approach simplifies the user's interaction with the brand, reducing the number of steps to complete an action, how to make a purchase or access an offer. These buttons are still customizable with multimedia content, like GIFs and images, generating a higher conversion rate
3 – Artificial intelligence:the integration of AI in push notifications is becoming a dominant trend. AI can identify the best communication channel with the customer, like WhatsApp, pushs, email or SMS, and optimize the campaign targeting based on previous interactions. Furthermore, the AI determines the ideal moment for sending the notification, increasing the chances of opening, response and engagement of communication
4 – Group segmentation:advanced tools allow for much more precise segmentation of customer profiles, using behavioral data, demographics and individual preferences. This allows grouping users into specific segments, as buying habits, interests, interaction history and even geographic location. With this segmentation, push notifications are sent in the right context and at the most opportune moment, what significantly improves the user experience
5 – Encryption:encrypted push notifications preserve privacy and ensure the security of exchanged information, preventing fraud and unauthorized access. This technology protects sensitive information, such as personal data and financial transactions, throughout the entire communication process. This resource is widely used by banks and companies in the financial sector, replacing channels like SMS with encrypted pushes
6 – Centralization of communication through a “customer journey”:the automation, integration and centralization of a company's communication channels with its audience are emerging trends. The unification of this complete flow on a single platform allows brands access to privileged information, data cross-referencing and adoption of close customer engagement strategies, what results in greater adherence to promotional messages via push
7- Retargetingsame logic of using WhatsApp, however by push, it can be done both through an app and through a website
Specifically about the centralization of communication. After a checkout on the site, the customer can receive a message on WhatsApp or email, even an audio from the company's CEO thanking. This generates satisfaction. Subsequently, when receiving a promotional push notification, the customer will be more likely to open. This solution integrates the entire flow of the customer journey, automated on a single platform
Concluding, these innovations demonstrate the growing impact of technology on the global stage, with companies from various sectors seeking more efficient and personalized solutions for sales in virtual environments. In the face of such a competitive market, assertive and efficient communication stands out as a decisive differential, and the technological resources for such processes prove to be indispensable
