When implementing a remarketing campaign designed to recover lost sales, it is vital to consider your approach through the eyes of your lost customers. There are a number of techniques which can help you to generate a real time response, which re-engages with Lost Customers in a helpful and positive manner.

SaleCycle can utilise a multitude of response methods to Recapture Lost Customers and recover sales:

Via email

Effective shopping cart recovery allows you to act fast. Early response emails reminds more shoppers to come back and finish their transaction. It is important to understand that email is by far the most cost-effective method of recapturing lost customers. However, it must be implemented correctly.

When attempting to re-engage with Lost Customers, an overly sales lead approach can have a negative effect. Service based communication is less aggressive and encourages shoppers to hang on to their email longer.

Product inclusion can be all the incentive needed to Recapture Lost Customers. Other incentives, such as discounts are not always necessary particularly if shoppers abandoned for technical reasons or they got interrupted. Plus, it is also worth remembering that you can engage customers on more that one occasion, so it is possible to change your tone and perhaps include incentives at a later date.

Via SMS

As with email, any SMS messages intended to re-engage with Lost Customers and recapture Lost Customers must be considered carefully.

SMS can be used as part of a wider campaign focussed on cart recovery, for example if lost customers receive a re-engagement email, but do not act upon it, an SMS, as a follow-up may be more effective.

SMS is particularly powerful when considering the use of discount/voucher codes that are time dependant. This encourages the cross over from SMS response to online conversion in order to Recapture Lost Customers.

Via phone

In cases of high value abandonments a pro-active call from your telesales team can be very effective in recapturing lost sales. However, calls must be used to show support rather than push a sale.

For example, a call to user who has abandoned a mortgage quote application may start with, 'We noticed that you started to fill in a quote application on our website, but that you didn't manage to finish it. Was there a technical problem, or can I help you to complete the form over the phone?'

Such techniques ensure that you are providing a service rather than chasing a sale.

Via advertising

When specifically looking at shopping cart recovery, the use of advertising can be very powerful. It is especially relevant when targeting anonymous abandoners, that is, those who have not provided any contact data.

You can use targeted adverts to place relevant products in front of them whilst browsing the web in general. Such adverts are very effective in encouraging cart recovery.

SaleCycle allows you to use multiple response methods across campaigns to ensure that the most effective response method is in place.

If you would like some assistance in creating a re-marketing strategy, then get in touch.