Personalization and the strategic use of push notifications have become an increasingly powerful solution for increasing sales in e-commerce.
Push notifications involve reminders for contact maintenance, sales promotions, payment information, and service status updates. All of this creates personalized opportunities for interaction between companies and customers.
One of the major new features of the tool for 2025 is its integration with artificial intelligence (AI), which enables mapping of consumer preferences and habits within the company's app or website, for example. In this way, it is ensured that messages arrive at the right time and with content tailored to each consumer's interests. In other words, the brand's message tends to reach the consumer at the moment when they are most likely to open, read, and stay connected to the company's app or website. This enhances the effectiveness of campaigns, helping to boost sales.
But this is just one of the innovations related to this technology. Follow, in my view, the six main trends in push notifications for the coming year:
1 –Use of media (GIFs, images and videos):Push notifications are evolving beyond simple informational texts, incorporating multimedia content such as 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 attractive, which increases the chances of being accessed by up to 45%, thus establishing itself as a powerful engagement channel.
2 –Interactive buttons:With the addition of buttons, push notifications offer direct action options such as "Buy Now," "Learn More," "Chat on WhatsApp," or "Add to Cart." This approach simplifies user interaction with the brand, reducing the number of steps to complete an action, such as making a purchase or accessing an offer. These buttons are still customizable with multimedia content, such as GIFs and images, resulting in a higher conversion rate.
3 –Artificial intelligence:The integration of AI into push notifications is becoming a dominant trend. AI can identify the best communication channel with the customer, such as WhatsApp, push notifications, email, or SMS, and optimize campaign targeting based on previous interactions. Furthermore, AI determines the ideal timing for sending the notification, increasing the chances of opening, response, and engagement with the communication.
4 –Group segmentation:Advanced tools enable much more precise segmentation of customer profiles, using behavioral, demographic, and individual preference data. This allows grouping users into specific segments, such as purchasing 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, significantly improving 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 feature is widely used by banks and financial sector companies, replacing channels like SMS with encrypted push notifications.
6 –Centralization of communication through a “customer journey”:Automation, integration, and centralization of a company's communication channels with its audience are emerging trends. The unification of this entire flow into a single platform allows brands access to privileged information, data cross-referencing, and the adoption of strategies with close proximity to the customer, resulting in greater engagement with promotional messages via push.
7- Retargeting: same logic as using WhatsApp, but via push, which can be done either via an application or via a website.
Specifically about the centralization of communication. After checking out on the website, the customer can receive a message on WhatsApp or email, or even an audio message from the company's CEO thanking them. That generates satisfaction. Subsequently, when receiving a promotional push notification, the customer will be more likely to open it. This solution integrates the entire customer journey flow, automated on a single platform.
In conclusion, these innovations demonstrate the growing impact of technology on the global landscape, 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 presents itself as a decisive differentiator, and technological resources for these processes prove to be indispensable.
