City Gear Enhances Mobile Engagement With Push Notifications

As an athletic footwear retailer selling shoes from brands such as Nike, Air Jordan and Adidas, City Gear is in a competitive market where it’s difficult to stand out, even with a customer-friendly mobile presence. To improve segmentation efforts and provide timely and relevant push notifications to consumers, City Gear selected Shopgate to develop its new mobile app.

To promote the launch, City Gear offered in-store incentives to drive traffic to the app, such as 10% off on purchases. The app garnered 17,000 downloads in the first three months and City Gear reported a 79% push notification enablement rate and a $128 average order value (AOV) per purchase. Additional benefits included:

  • Advanced segmentation to deliver special offers and release announcements;
  • Full real-time app design control; and
  • Predictable costs via a subscription-based SaaS model.

“I feel very strongly about push notifications,” said Charles Gray, Digital Marketing Manager of City Gear in an interview with Retail TouchPoints. As many as “71% of mobile users uninstall apps specifically based on annoying push notifications, so we haven’t overtly used them because we don’t want to abuse them. We’re in the process of working with Shopgate to make some creative segments for push notifications. We’re finding ways through other metrics we have to put together email lists based on purchase history or location purchase history.”

Gray said the goal is to send out 10 segmented push notifications per…