ABANDONED CART

CAMPAIGNS

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 THE CLEAREST MOMENT OF ALL!
SHOPPING CART ABANDONMENT

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 Abandoned Cart recovery provides big revenue

How to Launch:
The Case
Point Solution:
Full service handling of all abandoned cart details,
including tagging, business rules (qualification and
suppression) and ESP integration/email
deployment.

ESP+ Web Analytics Provider

- Send data via batch or API to ESP.
-Business rules live within ESP. One or multiple
touches.
-See LINK for all ESPs.

DW Functionality
Export data from DW and to send to ESP.
Forward looking: improve fill rates

The Results
GMV Lift: 1.5 to 3% (contingent on audience size/recovery rate)
17-50x multiple for email dollar/delivered. ($.23 - $2.40). 15x click

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 DECKERS CART ABANDONMENT WITH
SEEWHY
SeeWhy improves email & advertisement campaign performance by triggering
real-time, personalized campaigns relevant to each customer’s unique intent

Remind Reassure Promote

Immediate 23 hours 6 days & 23 hours

- Capture rates went from 1% and 3% of abandoners to 15% with SeeWhy

- Increased email channel revenue by approximately $1 million in first two months

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Confidential Information 4
 7 OF 10 ABANDON THEIR CART
CONVERT THOSE WHO EXHIBITED
DIRECT INTENT
> When:
> Send out an ASC email immediately after abandonment
> Send a second reminder 23 hours after abandonment
> Send a third reminders 6 days and 23 hours after
abandonment
> Suppress shopper as soon as a purchase is made
> Creative and Promotion
> Include abandoned product imagery
> Include product reviews
> Consider adding an incentive to push that purchase (Free
Shipping, etc.) – not immediate and do not condition!

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 Testing batch v. personalized

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 Winner: The Personalized series
3 message series

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 STRONG CONVERSION WITHOUT DISCOUNTS

The Case

The Results and Details

> Average Conversion rate: 26.8%
> 3-touch sequence. Cadence:
> 3 hours | 2 days | 5 days
> No Discount!
> Enabled via Listrak (LINK partner)

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 DISCOUNTING IS OPTIONAL

> Case study from Listrak suggests that discounting is not the
primary impetus behind conversion

• 3% increase in revenue
• 18.4% CR with NO discount
• 2nd touch, with discount, 16.9% CR
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 USE MULTIPLE TACTICS TO RECOGNIZE
ABANDONERS

Identify more shoppers!  Increase Email Population = Increase Revenue

Source: SeeWhy

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10
 ABANDONED SHOPPING CART

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 ABANDONED SHOPPING CART

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 Commerce Driven Emails
CARES Map

ATTRACT CONVERT REENGAGE

Replenishment/Continuity

Order/Ship Confirmation
Email List Growth Low Inventory
Private Sales/Boutiques
Forward to a Friend/SWYN Back in Stock Product Review

Friends and Family Search Abandonment Lapsing Customer

Sweeps Active Non-Buyer

Abandoned Shopping Cart
Win Your Wishlist Best Customers
Pre-order
Inactive Trigger

First Time Buyer

Birthday/Anniversary

Welcome Series

Promotional Mailings

Seasonal Launch

ENABLE Subject Line Testing

Creative Testing

Email Signup (prominent)

Source Codes