The dramatic growth of e-commerce has pushed retailers to find new marketing channels in order to attract customer’s attention. Push notification, especially the ones from an application (app), facilitates the communication between retailers and customers because of its ease of use. Several studies have reported push notifications efficiency to nudge customers to make an online purchase, and the parameters of its design that affect a customer’s perception about its purchasing behavior. This study focuses on how to deploy more effective direct marketing campaigns via push notifications based on the customer purchasing behavior. For this study, the big Turkish retail company’s app users who received push notifications
in a specific time period were taken into consideration. RFM Model was used with Python programming for the segmentation, then what kind of app push notifications can be sent to those segments were designed.