Today’s retail consumer does more online product research and traverses a longer buyer journey than ever before when making a purchase. With so many product choices and digital channels, how can you cut through the noise?
Let’s look at three tools retailers can use to engage shoppers and communicate with them in highly relevant ways that convert them into loyal buyers.
1. Browse Recovery
In How Consumers Across the Globe Use Multiple Devices to Shop and Buy, we found that the average consumer owns three different devices and uses an average of 1.6 to make a purchase. This change in consumer behavior has complicated and lengthened the buying process. It also forces retailers to engage buyers earlier in the process.
Using a customer-centric approach is helpful, so an intuitive website, multi-device purchasing options and store locators can go a long way to engaging shoppers with your brand. But there still will be consumers who leave your site without purchasing. Don’t just let them go. Use a browse recovery app to capture your shoppers’ browse behavior and automatically deliver personalized messages based on their individual browsing activities.
Brooks Sports has seen tremendous ROI from implementing Bronto’s Browse Recovery app. The app helps the brand personalize its lifecycle marketing and automatically sends an email to a subscriber who browses on a product, including an image of the browsed item. Brooks has a resulting 61% open rate, 24% click rate and 7% conversion rate.
2. Cart Recovery
Today’s average online shopper is savvy and often looking to get the best deal. In our Consumers Tell All survey, we learned that 73% of online shoppers use the cart to store items they want to view or buy later. And 18% rely on the cart so heavily that they said they revisit items left in their shopping cart every time they shop.
A cart recovery app can efficiently convert shoppers to buyers by targeting abandoners with customized messaging. It also will help you fully understand your campaign performance by tracking detailed cart activity, including abandonment rates, recovery percentages and recovered revenue.
World Kitchen Director of Ecommerce Penny Powell saw the immediate potential of a cart recovery app. “I was frantic to get it. Your customer is ‘in the store’ with the product in their hands. They’re never going to be riper for conversion than they are at that moment.”
The company set up a three-message series, which recovered nearly 2,000 abandoned carts with a total revenue of more than 35 times the cost of the app subscription. “We’re getting revenue every day that we wouldn’t get otherwise,” says Powell.
Once buyers know your brand, you want to keep them coming back. According to RJMetrics, only 32% of customers place a second order within the first year. However, if you can get that second order, the likelihood they’ll make a third purchase jumps to 50%.
A post-purchase campaign is a great way to offer customers relevant recommendations on other products that might interest them. PHE, the multi-channel retailer behind Adam & Eve and other brands, uses Bronto to automate highly personalized messages to customers. PHE saw a 13% lift in click-through rates versus emails without recommendations, which led to a 33% increase in revenue.
“It provides choices. Do I want to feature items that are on sale or non-sale items? I can add products from different categories or multiple items from one category. I can get very granular in what I pick to show in the message,” says PHE’s Director of Ecommerce Bruce Cabral.
The buyer’s journey is constantly evolving, and it can be difficult to keep up with the ever-changing expectations of the consumer. Get started today with tools that will help you recover lost revenue and engage shoppers with relevant, personalized marketing. You might even earn a coveted spot as one of their go-to shopping destinations.
Looking for more ways to turn shoppers into buyers? See what other retailers like you have tried in our white paper, The Commerce Marketer’s Guide to Turning Shoppers into Buyers.