The most important requirement for a successful shopping cart abandonment campaign is the user's tracking permission. Otherwise you are violating data protection regulations and that can be expensive. However, the changed legal situation has made it increasingly difficult to carry out such campaigns. Internet users understandably do not want to be "tracked" everywhere. Permission for website tracking, e.g. with cookies, is mandatory for visitors who are not logged in and, depending on the channel selected, further consents are required.
The classic retargeting method, especially for non-registered website visitors, is banner ads, which you come across on various portals and websites. But it is precisely here that it is becoming increasingly difficult to reach customers. On the one hand, the end of third-party cookies is approaching and, on the other hand, so-called banner blindness is spreading. Potential customers who do not identify themselves can otherwise only be addressed with a push message. But even in this case, the user's permission is required to point out the contents of the shopping cart.
The situation is somewhat simpler for registered users: they are generally more willing to provide their user data in order to receive targeted offers from their preferred brands. Another prerequisite for reaching shopping cart abandoners is an appropriate marketing automation solution such as AGNITAS EMM , which can access the data in real time. This is the only way to place suitable offers promptly.
The classic – recovery via email
If user consent is given, nothing stands in the way of automated campaigns to win back abandoned shopping cart customers. The most common channel used for this is email. In addition to the automation options, it is fast, cost-effective and fully customizable. In addition, any amount of information can be easily transported.
In addition to the shopping cart items, algorithms and AI can also be used to offer other products that are similar to or complement the original product. Vouchers can be used as an additional bosnia-and-herzegovina phone number data incentive to buy. The amount of the discount can be controlled both by ongoing promotions and by the status stored in the customer account. However, you shouldn't be too generous with vouchers, as there are often customers who are just waiting for a discount before they buy.
Alternative ways to reach customers – recovery by mail and SMS
In addition to email, the print channel is also very well suited for follow-up campaigns. With programmatic printing, people who abandon their shopping carts are also addressed individually and personally. The print mailings are produced and sent in individual quantities and, in the best case scenario, are in the potential customer's mailbox on the third day. Print mailings are particularly interesting for customers who do not consent to email, because they can hardly be reached in any other way. But print mailings also have a strong effect in multi-channel use in multi-stage campaigns.
A rarely used channel that also requires consent to advertising and the corresponding cell phone number is SMS. With this channel, the number of characters is very limited, but it is still enough for a push with a voucher. Since this channel is rarely used and because it focuses on the most important information, the effect is not insignificant.
Of course, these channels can also be combined with the banner ads and push notifications mentioned above for registered users. This allows different shopping cart abandonment campaigns to be created depending on the situation and customer, and one or two purchases are still made.