The Remarketing Triple Play: Remind, Reassure, Promote
When someone abandons, a marketer's initial thought may be to remarket to him or her with something that includes a "buy now" call to action to try and win the shopper back and drive a conversion, but that's actually not always the best approach. The objective instead should be to keep the emotional connection with the shopper alive with the top goal of driving him or her back to your website. Consumers that abandon their shopping cart are 2.6 times more likely to buy if you can get them back to the website after they abandon. Therefore, the goal of your remarketing campaign should be to keep the brand message in front of the consumer while they're considering a purchase so that your brand and product are top of mind when they're ready.
Charles Nicholls is a social commerce expert and board advisor to several e-commerce startups. He founded SeeWhy, a real-time personalization and machine learning platform, which was sold to SAP. Serving as SVP of product, he built SAP Upscale Commerce, an e-commerce platform for direct-to-consumer brands and the mid-market. Today, Charles serves as chief strategy officer for SimplicityDX, the edge experience company. He has worked on strategy and projects for leading ecommerce companies worldwide, including Amazon, eBay, Google and many others. For more information, visit www.SimplicityDX.com or connect on LinkedIn.
