The Ecommerce Push Notification Report

Alo Yoga doesn’t go heavy on push, but it sends just enough to make sure it won’t be forgotten: a mix of trending products, limited-time deals, restocks and recommendations. Not too pushy, and with just enough left out to make the reader curious.

ASOS runs a textbook “promo-first” program: aggressive discounts, tight urgency windows, and the occasional hype drop to keep fashion-savvy shoppers opening the app. The aim is revenue, while keeping the brand on the lock screen and building a habit. It’s a common approach for fast fashion retailers.

Bo+Tee runs a well-rounded program: an app welcome discount, timely restock alerts, calendar hooks and evergreen range spotlights. The images that come with its notifications give them a little more room on the lock screen.

Caden Lane sends VIP-centred hype cycles and emoji-rich mini-events that read like texts from a fellow mum. It doesn’t force engagement with discounts; its nudges are unintrusive, keep the brand top of mind, and give people a reason to open the app.

Cider’s push is Instagram Stories on the lock screen: rapid-fire, emoji-saturated mood boards that nudge Gen-Z shoppers to “just browse.” The focus is brand building, with few discounts and a lot of notifications, taking advantage of how cheap and unintrusive push is. One week it sent 31, and every one came with an image.

Farfetch sits between ASOS’s discount urgency and Cider’s vibe-led discovery. There’s some discounting, but a lot of soft nudges that keep it visible and drive engagement at little cost.

For a major brand, Gymshark does surprisingly little with push: the odd promotion and engagement nudge, and just three notifications in two weeks. One theory is that it doesn’t need to drive awareness the way smaller brands do.

JD Sports is all-in on push, at roughly one notification a day: lots of emojis, an image with every message, and a mix of discounts, drop alerts and product recommendations. The emojis, attention-grabbing copy and urgency make it feel more intrusive, but they also make sure JD isn’t forgotten.

LAAM runs a discount-dominated, urgency-driven program at extremely high frequency: 39 notifications in two weeks. The focus is engagement and awareness at all costs. It would be interesting to see its opt-in rate, and how people respond to that pace.

LSKD’s push is event-driven and powered by FOMO. Rather than leaning on discounts, it stacks scarcity, countdowns and giveaways to spark quick action, close to once a day, in a light, conversational voice that suits an athletic lifestyle brand.

Motel Rocks relies on quick, simple messages: a welcome sequence built around one 15% code, trending product recommendations, and a low-key tone that fits the brand. At five to six a week, it’s right in the sweet spot for frequency.

Mr Porter treats push as a digital storefront, with fresh recommendations every day to get customers opening the app and looking around: new arrivals, edits, trending products and the odd flash sale, a little over once a day.

Muscle Republic combines flash-sale blitzes, product-drop hype, cart recovery, welcome incentives, scarcity nudges and even motivational content to keep its feed lively.

Headlines are punchy, often use emojis and are nearly always action-oriented, while rich-push thumbnails add visual context. A daily pace keeps the brand top of mind.

Naked Nutrition uses push for new product and flavour drops, with the odd flash sale. In between it sends educational content, which positions it as an authority on clean supplements and gives people a reason to open the app that isn’t a sale.

Its copy is longer and calmer than Nu Harvest’s, but keeps the ingredients that prompt action.

Nu Harvest mixes it up well with trending products, flash sales and new product drops. Every message has an emoji and most have an image. The copy is very conversion-focused, so push here looks like a revenue driver rather than an awareness play.

Obvi doesn’t treat push purely as a direct marketing channel. The app sends positive, on-brand motivation with zero sell. Those messages aren’t meant to drive instant sales but to make the brand a fixture in the customer’s mind, for long-term engagement and for the in-store sales that familiarity brings.

The one miss is a welcome message that’s almost word for word the same as Art of Tea’s, likely the push platform’s stock copy.

Like ASOS, fast fashion suits rapid-fire push. PLT sends more than one a day in a minimalist style: no emojis, no rich media. Some discounts, some new drops or seasonal lines, some simple nudges. The goal is awareness and habit rather than a high conversion rate on every message.

Pushas sends image-rich, hype-laden restock and drop alerts in rapid bursts, with streetwear slang, all-caps product names and exact product thumbnails to mobilise sneaker hunters.

It’s on-brand and uncomplicated. At more than one a day, not every push needs to land: if just one in ten leads to a visit, app users will shop around four times a month.

REI’s push feels purpose-driven. Every message has an emoji and an image to catch the eye, with some sales and some recommendations. It isn’t intrusive, the pace is steady at five a week, and the notifications feel well aligned with the brand.

Sephora’s push is built for long-term engagement. Welcome offers, limited-time discounts and gifts with purchase get customers buying and into the loyalty program, where the program and the convenience of the app drive lifetime value.

Simple Modern doesn’t appear to do more than the basics: a welcome message, abandoned cart, and a broadcast for a new collection. For a brand with this many products and complementary lines, there’s a lot more it could do with push.

Tobi is playful and on-brand. It sends only three a week, but they’re unintrusive and positive, and aim for app opens that cost nothing. A multi-step abandoned cart sequence stops revenue slipping away.