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