Migrating Push Notifications at Scale: Infobip to Adobe

When I joined Costco's iOS team, push notifications were delivered through Infobip — a solid platform, but disconnected from Costco's growing customer data platform. Migrating to Adobe Campaign gave us targeting capabilities we'd never had before.

Why we migrated

Infobip served us well for basic notifications. But Adobe integrates directly with Costco's customer data, enabling us to target notifications based on purchase history, membership tier, and location — things Infobip simply couldn't do.

The migration plan

We couldn't have a gap in notifications — Costco sends critical messages (membership renewal, order updates, promotions). The migration required:

• . Dual-registration: every new app install registers with both platforms during the transition
• . Gradual rollout: 10% → 25% → 50% → 100% over 6 weeks
• . Metrics monitoring at each step

Results

The migration was seamless from the user perspective. Zero notification gaps. And within a month of full rollout, targeted notifications drove a 30% increase in engagement compared to the broadcast approach we'd been using.

Key insight

The technical migration was the easy part. The hard part was aligning marketing, data, and engineering teams on the rollout schedule and success metrics. Migrations are organizational challenges first, technical challenges second.