UX Writing - Push notifications - Fortnum & Mason Spec

Title: Unwrap our Christmas treats

Body: Hampers, advent calendars, festive biscuits and more lovely things await. Find the perfect gift this Christmas (or treat yourself, we won’t tell)

Rationale: The notification teases the benefits of the new Christmas range encouraging the user to engage with a clear outcome “find the perfect gift”. The brand voice aligns with Fortnum & Mason’s brand e.g. “lovely things.” In particular, the phrase “we won’t tell” keeps the refined yet mischievous Fortnum’s tone, reinforcing a human connection with the user.

Title: A little gift just for you

Body: It’s your 3rd order! We’ve placed a thank you gift in your basket, ready for delivery with your next purchase

Rationale: This notification recognises customer loyalty with a tangible reward, reinforcing positive reinforcement and deepening brand affinity.“It’s your 3rd order!” adds a personal milestone, making users feel seen and appreciated. It harnesses the reciprocity principle, users are more likely to complete a purchase when they feel they’re receiving something in return.

Title: Complete your order

Body: Your smoky earl grey, 25 teabags, is still in your basket

Rationale: This basket-abandonment trigger names the product (“smoky earl grey, 25 teabags”) for greater relevance through personalisation. It gently reinforces intent by prompting a single, clear action (“Complete your order”).

Title: A perfect pairing

Body: These pistachio & clotted cream biscuits pair perfectly with your smoky earl grey tea. Order now

Rationale: This push notification builds on known purchase intent to suggest a complementary item. “Pair perfectly” mirrors Fortnum’s brand voice on their website. The CTA “Order now” is immediate but doesn’t feel pushy thanks to the conversational framing.

Title: Hurrah! Your Fortnum’s order is on the way

Body: Track your delivery now

Rationale: The notification pre-empts user anxiety, letting them know their purchase is progressing, improving perceived service reliability.“Hurrah!” aligns with Fortnum’s brand voice and personality, conveying old-world charm and joy. “Track your delivery now” provides immediate, high-value utility.