• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Identifying the Effects of Push-notifications on Food Retail Sales in Mobile Application

Student: Vasin Ivan

Supervisor: Elena Korchagina

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Economics (Bachelor)

Year of Graduation: 2020

The mobile application market is actively developing. People are offered convenient services with a wide range of services from games and news to mobile banks and stores. All these services are literally in one place and can be used with several movements of one hand. The number of transactions made by users is growing from year to year. There are a certain number of mobile marketing channels through which you can communicate with a client, among them there are quite well-known ways of promotion, such as: e-mail newsletters, SMS, telemarketing and others. Among them, internal communication channels with users, in particular push notifications, stand out. The main research question will be “How push notifications affect the average check and the average number of items in the basket.” The study found that push notifications positively affect sales values ​​in product retail. The contextual components of push notifications were also evaluated. So, for example, the average number of products in the basket is affected by special characters and emoji in the text, and on weekends, customers tend to spend more than on weekdays.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses