The Remarketing Triple Play: Remind, Reassure, Promote
1. Remind (immediately): While it may be enticing to ask a shopper to place an order in marketing outreach, a gentle, more subtle nudge is often actually more effective. Consumers who abandon aren't ready to buy, so focusing on customer service, while reinforcing the brand message, is a more successful approach. For example, high-end brands may consider offering a personal shopper, as the availability and use of a personal shopper can get a stunning 80 percent email open rate. Giving the impression that "we are here to help" rather than "we are here to sell to you" can extend a brand's values and have a much stronger impact on sales. And this needs to be done immediately after someone abandons, as buyer emotion decays rapidly, causing a lead to quickly go cold.
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.
