How to serve better and sell more utilising visitor's shopping cart information

Posted by Päivi Harju on 30-Nov-2016 13:00:00

An estimate of 4 trillion USD worth merchandise was abandoned in 2016. Every time consumers are asked for a reason for this behaviour one of the most common answers is higher than expected shipping costs. What this usually means is that either lower or free shipping costs haven’t been offered in the first place, or the customer hasn’t qualified for them. Either way, this is a great example of a situation, which could have been turned into a victory quite easily. In this particular case, for example, by reminding the customer of a perk (e.g. free shipping for orders over 100 EUR).

Then, how to identify these situations so that you can give the customer a gentle push towards completing the purchase? Like discussed in our previous blog, there are four (4) conditions that e-retailers should pay attention to when trying to turn online visitors into customers. Visitor's shopping cart information is the first one of these. That is why in this blog we will focus on explaining how having real-time visibility of visitor's shopping cart size and shopping history can create a lot of opportunities for enhancing online customer experience and increasing sales.


Although self-service is certainly an essential part of digital customer experience, this doesn’t change the fact that also online customers need and want help, support and access to services. For example, a customer wanting to purchase a reading lamp will probably also need to find the right kind of light bulb to go with it. In this case, getting the right kind of assistance at the right time can have a significant impact on the overall customer experience and ultimately, the number of sales closed.

Now, as there's a substantial amount of data available, why not use that to provide better service and sell more. In an online shopping environment, visitor’s shopping cart information can tell more than one might even imagine. Seeing the actual item on the customer's shopping cart makes it easy for the salesperson to start a Live Chat conversation, or use another type situational reminder, like a pop-up with a discount code. Besides helping the customer with decision-making, this also creates an opportunity for informing the customer about new products, special offers etc. 

Here are few examples of situations where shopping cart information can be used to influence visitor's shopping journey and the outcome of it:

1) Cross-selling opportunities - when there is an additional product or service related

Basket_Cross-Selling.png

2) Upselling opportunities - when there are upgraded products or add-ons available

Basket example 9.png

3) Daily deals, offers and discounts - when you want to use sales promotions

 Basket example 8.png

4) Rewarding loyal customers - when you want to reinforce customer relationship

Basket example 7.png

Additionally, instead of showing a discount coupon to all your site visitors, you can save money by using real-time shopping cart information to target your offer to only those new site visitors who have not completed a purchase before. 


Now, as you have already gained some understanding about how you could benefit from shopping cart information, the next logical step, of course, is to try it for yourself. So come and chat with us! 

In case you want to learn more about our solutions for Ecommerce, you can find more information here

 

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Topics: Real-time analytics, Personalisation, How to, Ecommerce