6 Great Cart Abandonment Approaches from Burberry, Etsy and Adidas
“Look but don’t touch” is a great guideline for a museum, but an extremely unprofitable habit for retail consumers to have. A Statista survey found that in 2018, the cart abandonment rate was almost 75%. That means that on average, if someone adds four items to their online shopping cart, they’re only buying one.
There are countless catalysts for cart abandonment: shipping fees, a cumbersome checkout process, finding a better deal elsewhere, simply getting distracted. No matter the reason, the customer has shown interest in an item, leaving behind valuable data in the process. It’s the marketer’s job to get them off the fence and cart abandonment messaging is a great way to do that.
Here are six retailers doing it right:
Attract Attention with Personalized Subject Lines Like Vitamin Shoppe
Millions of online shoppers sift through generic emails from retail brands each day just to clear out their inboxes. Avoid being marked as SPAM by following Vitamin Shoppe’s tactic of personalizing cart abandonment emails with the items left behind.
Use Omnichannel Outreach Like Burberry
Modern retailers engage users through multiple platforms, so re-engagement should have a similar omnichannel approach. Burberry reminds users of cart abandonment through email and doesn’t stop there. The luxury retailer also shows customers onsite overlays featuring the items they added during their last visit.
Use Cart Abandonment to Incentivize Conversions Like Gaiam
Everyone wants to feel special, right? That means skipping the generic “SAVE10” discount codes so people understand that a brand “values them as a customer.” Instead, Gaiam offers unique discount codes for previously-abandoned cart items, incentivizing the purchase.
Integrate Push Notifications Like Etsy
Studies show that out of every channel, mobile apps invite the highest rate of cart abandonment. Etsy reminds shoppers of abandoned items with push notifications. It makes sense; if someone prefers to shop on their smartphone, why not message them there, too?
Add Behavioral Recommendations Like Famous Footwear
If the shoe fits, wear it. But if it doesn’t, there are plenty of others to choose from. Famous Footwear sends cart abandonment emails with additional product recommendations based on user preferences and behaviors. Maybe someone added a pair of shoes to their cart because they were on the fence. Exposing them to more styles and designs that fit their interests could lead to a purchase.
Remember Browse Abandonment Like Adidas
Just because a customer didn’t add something to their cart doesn’t necessarily mean disinterest. Adidas tackles browse abandonment in a witty way, reminding the customer of the product and deep linking for a painless path to purchase. In case she wasn’t crazy about the color, Adidas also made sure to mention the sneaker can be customized.