ExactTarget Speaks About Shopping Cart Abandonment
Jul 9th, 2007 by Jennifer LeClaire
ExactTarget has more than 5,500 customers (both enterprise and small business). Retailers use ExactTarget’s retail e-mail solution to help minimize abandoned shopping carts, and remarket to potential shoppers, in two ways. First, ExactTarget’s e-mail solution allows retailers to send targeted, timely, interesting e-mails about products customers might like. The items promoted via e-mails often end up in people’s shopping carts, because those items were selected for promotion based on customer history, according to the company.
Abandoned carts are a reality of online retailing just like they are in physical store locations. But, unlike someone walking out of a shoe store without purchasing anything they tried on and the retailer never really knowing what they were interested in, online retailers can track what shoppers had in their cart and FOLLOW UP via e-mail.
After a cart is abandoned, ExactTarget’s e-mail solution allows retailers to send an e-mail (based on the information from the abandoned cart) about other shoes the person might be interested in. Or, perhaps two weeks later the retailer sends an e-mail about the abandoned shoes now being on sale. And, pretty often, the customer comes back to buy them, the company says.
Is this the answer? Will this solve all — or even most of our shopping cart abandonment problems? Does this take web analytics out of the picture? You decide, then let me know your conclusions.
