Shopping Cart Abandonment Gamesmanship
In this Internet Retailer article, Don Davis looks at the results of a Shop+ survey that shows that shoppers—especially millennials—are crafty deal-seekers. For instance, 47% of consumers ages 18-34, and 37% of all shoppers, intentionally leave items in an online shopping cart in hopes that the retailer will come back with a better offer.
I spoke with Don for that article, explaining why offering incentives in shopping cart abandonment emails is a bad practice:
“The biggest problems with including incentives in shopping cart abandonment emails is that they train customers to delay purchases and train them to be more price-sensitive,” I said. “The former causes you to lose sales to competitors, while the later causes you to give away margin needlessly.”
I recommend using cart abandonment emails as a service tool, rather than a promotional tool, in order to avoid teaching your customers bad habits that cost you money. For instance…