Analysis of recent abandoned shopping cart recovery and remarketing pilot pays dividends for High Street retailer
Analysis of recent abandoned shopping cart recovery and remarketing pilot pays dividends for High Street retailer
WHSmith is working with online lead generation and conversion specialist Ve Interactive to successfully engage and convert customers with baskets who have left WHSmith.co.uk prior to checking out.
Following a successful recent ‘abandonment remarketing’ pilot using Ve Interactive's data capture software, VeCapture, WHSmith.co.uk are now live with the full service of VeCapture and email campaign tool, VeContact.
The provider said the findings concur with other analysis that it has recently been conducting, on how the reconfiguration of messaging can significantly drive clickthroughs and subsequent sales uplifts from remarketing emails.
Most noticeably, it said the pilot proved that by adding deadline urgency, supported by well-crafted content, consumers acted extremely quickly to take advantage of WHSmith’s exclusive offers before expiration dates kicked in.
Careful retargeting pays dividends
For example, a simple, generic (branded-only) remarketing email achieved 10% uplift in online conversions. A bespoke remarketing email that offered a 5% discount via a time-limited promotional code of 72 hours, more than doubled this conversion rate. And a bespoke remarketing email with the same discount, but this time with a time-limited code of 48 hours, quadrupled the original conversion rate.
“The VeCapture shopping cart abandonment software gives us a valuable opportunity to better understand our customers' behaviour, and enables us to capture and use real time abandoned basket data in our acquisition and retention marketing. We are now able to successfully engage and convert customers with baskets who have left WHSmith.co.uk prior to checking out,” said Angus Hayman, WHSmith e-commerce director.
Ve Interactive additionally conducted a survey of those customers who they identified had clicked through from the remarketing emails and had made a purchase, but who hadn’t actually used the promotional codes. Interestingly, it found these customers had still reacted to the remarketing email as a prompt to return to the WHSmith website. And, it was the expiry date of the call to action that had prompted them to return, even though they then did not take advantage of the 5% discount promo code.
