The short answer is: potentially, yes. Push notifications, when used strategically, can be a powerful tool for Australian SMEs looking to boost customer retention. However, they’re not a silver bullet and require careful consideration. We’ve seen businesses dramatically improve repeat purchase rates with well-executed push strategies, but equally, we’ve seen them backfire, leading to app uninstalls and frustrated customers.

The key is understanding that push notifications interrupt someone’s day. Unlike email, which people generally check when *they* choose, a push notification appears directly on their device. This means relevance and timing are absolutely critical. Think about the customer lifecycle and where a timely nudge can genuinely add value, not just promote a sale.

Here are a few insights to help you decide if push notifications are right for your business:

• Segmentation is essential: Don’t send the same message to everyone. Segment your audience based on purchase history, browsing behaviour, location, or loyalty status. A customer who recently bought a winter coat doesn’t need an ad for summer dresses.
• Personalisation drives results: Beyond segmentation, personalise the message itself. Use the customer’s name, reference past purchases, or offer recommendations based on their preferences. This shows you understand their needs.
• Focus on value, not just promotion: While promotional offers are okay, don’t make them the sole focus. Think about providing useful information, like order updates, appointment reminders, or exclusive content.
• Optimise delivery times: Sending notifications at 3am is unlikely to be effective. Analyse your customer data to identify peak engagement times and schedule your notifications accordingly. Most platforms offer smart scheduling features to help with this.

We’re seeing a trend towards more sophisticated automation in 2025, allowing for even more targeted and timely push notifications. As customer expectations continue to rise, businesses that can deliver genuinely valuable and personalised experiences will be the ones that thrive. Ignoring this channel could mean missing out on valuable opportunities to strengthen customer relationships and drive repeat business.

If you’re considering push notifications, start small. Identify a specific customer segment and a clear objective. Test different messages and timings, and carefully analyse the results. A/B testing is your friend. The goal isn’t just to send more notifications, but to send the *right* notifications to the *right* people at the *right* time.