Boosting Revenue with the 'Abandoned Cart' Automated Customer Journey!

After coming home from work, you lie on your bed scrolling through Instagram. Suddenly, you see an ad for discounted cosmetics, and you instantly feel excited. You click into the official website and add the items you want to the cart. Just then, a friend messages you asking if you want to meet up over the weekend, so you switch to Line to start typing your reply…

As someone who frequently shops online, you're probably familiar with the scenario above. But as a marketer, such common situations can be incredibly frustrating. Every visitor to your official website is precious, but at every stage of the customer journey, people drop off easily. How can we communicate with those customers who have added items to their cart, but left the website without completing their purchase? Let the ‘abandoned cart' customer journey help bring those lost customers back!

In the previous article, we discussed on ways to monitor the number of customers at each stage of the customer journey using relevant indicators. This article will explain how brands can use the 'abandoned cart' customer journey to increase shopping cart conversion rates and successfully win back lost customers!

Shopping Cart Conversion Rate = Number of Purchases / Add-to-Cart Number

• Continue Reading: What is the Customer Purchase Journey?

How Can a Fashion Brand Use the Abandoned Cart Customer Journey to Increase Shopping Cart Conversion Rate by 20%?

The fashion industry is highly competitive, and in order to stand out to convince consumers to shop with your brand can be challenging. Personalized, thoughtful reminders play a crucial role in this process. How exactly do brands use OmniSegment CDP's abandoned cart customer journey along with automated marketing to win back lost customers?

Automated, Multi-Touchpoint Communication with Members

Using OmniSegment CDP's 'Abandoned Cart' customer journey, the system automatically starts a timer for intervals such as 3 hours, 1 day, and 3 days when a member adds items to their cart. If the member still hasn't made a purchase after these intervals, a message is triggered to remind them to complete their purchases.

We always hope that our marketing messages will be seen by customers, but in reality, customers may not always open and read the messages immediately. Multi-touchpoint communications increase the chances that the message will be seen and can continuously stimulate customers that are hesitating, creating a desire for purchase! Analyzing the revenue composition of the ‘abandoned cart' customer journey shows that revenue from the ‘first communication' accounts for 70% of the total revenue. Meanwhile, the ‘second communication' and ‘third communication' together contribute to a significant 30%, which should not be neglected.

OmniSegment CDP will recognize the revenue generated from messages sent by the system if the customer returns to the official website and completes a purchase within 24 hours of opening or clicking the message. This is considered the conversion revenue facilitated by that message.

In addition to automated communication and delivery timing with members, OmniSegment CDP allows for flexible switching of communication channels for further engagement with users. For example, the first message can be sent via Line, and if there's no response, the second reminder can be sent via email, increasing the chances of the message being seen by the member.

Personalized Communication

We often ignore promotional messages from brands, but if the content is about products you're interested in, and informs you that they are on sale, wouldn't you be more inclined to open the message? The goal of personalized communication is to tailor the content and offers to each member, enhancing their experience and making them more receptive to the brand's messages. OmniSegment CDP offers up to nine options for automatic incorporation of products into messages. This can include items left in the member's cart, which can successfully rekindle their desire to complete the purchase. Besides abandoned cart items, messages can also feature recent trends or highly viewed products, reminding members about other items they might be keen in.

AI Smart Delivery

In addition to designing the customer journey timing, OmniSegment CDP uses AI to calculate the optimal times of each member in terms of their message opening and click behavior. Communicating with members at the right timing ensures that they open the emails, achieving meaningful utilization of push notifications. 

AI Smart Channel Selection

Ever feel that manually selecting communication channels doesn't yield the best results? OmniSegment CDP's AI technology helps to determine the best channel for each member to read and click through to the website. Some members might only read Line messages, while others might not open Line messages, but are more likely to open emails. AI can automatically calculate these preferences and personalize the communication channel for each member, increasing the chances of them returning to the website to make a purchase. 

Effectiveness of the Abandoned Cart Customer Journey

By delivering personalized messages, communicating at the optimal times, and using preferred communication channels for each member, one fashion brand successfully increased its shopping cart conversion rate by 20%. Additionally, their email open rates hiked up by 30%, click rates up to 15%, and Line message click rates up to 16%. These are results that were previously hard to achieve for the brand. By using OmniSegment CDP's abandoned cart customer journey, brands will be able to see improvements in shopping cart conversion rates, open rates, click rates, and other metrics, hence resulting in an overall decrease in customer attrition! 

Conclusion

Capturing website traffic is something every brand aims to achieve, but knowing how to start can be challenging. This article explains how a fashion brand successfully recovered lost customers and increased shopping cart conversion rates by 20% using OmniSegment CDP's abandoned cart customer journey. If you're interested in OmniSegment CDP and would like to employ automated marketing, click the Contact Us button on the side of the page to get in touch with us!

• Continue Reading: The E-commerce Secret: ‘Abandoned Cart' Automated Customer Journey