The Remarketing Triple Play: Remind, Reassure, Promote
3. Promote: Last, and with great care, consider testing a promotional offer, whether that's something like free or two-day shipping or, at times, a discount. Some remarketing technologies can detect if the promotion should include an offer for a price-sensitive shopper. For example, they can score shoppers based on their past behaviors to determine if they received an offer on their last visit, as you don't want shoppers to expect an offer every time they abandon. If you offer a promotion, keep in mind that it may decrease order value, but at least it will convert the browser into a buyer. It's not uncommon to see remarketing promotions lose money compared with nonpromotional email. Determine if your goal is brand profitability or customer acquisition, as that will impact what you may want to do and test with your promotions.
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.
