Keeping Users Engaged with Relevant, Timely Stock Notifications
User Problem
At Farfetch, users who missed high-demand items often dropped off due to poor stock visibility and delayed alerts. This resulted in lost sales and lower customer satisfaction. Users needed timely, relevant updates for products they had already shown intent toward.
Findings
Relevance over scale: One-to-one notifications consistently outperformed one-to-many messaging. Alerts tied to a user’s wishlist or browsing behavior drove higher engagement.
Personalization drives action: Users were significantly more likely to engage with alerts that reflected their interests, price sensitivity, and product history.
Opportunities
Back in Stock Alerts: Push notifications triggered when wishlist items returned to stock, with clear product context and a direct “Tap to Shop” action.
Price Drop Notifications: Alerts for wishlist and recently viewed items when prices dropped, highlighting savings to increase purchase intent.
Low Stock Signals: On-page and push alerts indicating limited availability to support faster decision-making.
Impact
Conversion uplift:
Back in Stock notifications reached a 3.81% conversion rate, compared to a 1.29% benchmark.
Email and push retargeting improved both conversion and average order value.
Revenue impact:
Personalized product recommendations in transactional emails achieved a 7.12% conversion rate.
User experience:
Users stayed engaged through timely, relevant updates instead of abandoning after stock-outs.
Back in Stock Push Notification: From your wishlist
Role
Design Manager at Farfetch
Team
Designers: Rúben Mangorrinha; Chahna Goriana
PM: Janine Lagoute; Fábio Dias
