Targeted email programme boosts abandoned shopping basket conversions and boosts sales for online retailer

Targeted email programme boosts abandoned shopping basket conversions and boosts sales for online retailer

UK online appliance retailer Appliances Online is transforming abandoned website shopping baskets into sales with a new targeted email campaign powered by interactive marketing provider ExactTarget.

Boosting purchase recovery rates

The re-engagement campaign, which delivered targeted email offers to shoppers who failed to finish their transaction, has already increased on-hold purchase recovery rates by 50% since launching in April 2011.

The Appliances Online campaign automatically triggers personalised emails to customers who abandon their online purchase during check out. Follow-up emails feature Appliances Online recommendations, product reviews and, if applicable, the opportunity to provide feedback on why they chose not to finalise the purchase.

Feedback direct from the consumer

“With ExactTarget, we not only capitalised on the opportunity to re-engage customers with abandoned shopping cart emails, but also received insight on why they left our site without completing their purchase,” said Russell Cordingley, Appliances Online head of customer retention. “Through our cart abandonment campaign, we have increased our recovery rate, directly fuelling our sales results and customer base.”

In 2010, DRL – the parent company of Appliances Online – partnered with e-commerce search and merchandising expert Fredhopper during a customer-led, three phase search and navigation website development project.