One of the biggest differences between in-store and online shopping has to be the shopping cart itself.
In-store, you wouldn’t put a head of lettuce into your shopping cart unless you intended to bring it all the way through checkout. Online, it’s a completely different story.
According to Bronto Software research, 18% of online shoppers say that they put items in the cart and ‘always’ buy the items later. Another 55% of online shoppers say they will occasionally buy later.
For those 55% of shoppers who might return to buy their items later, a lot can happen between placing the item in the cart and completing the purchase. As the Bronto research states, “It is often a winding path that could include interactions with a retailer’s desktop site, mobile site, app or store location, as well as visits to competitors’ sites, comparison shopping tools or deal sites.”
There’s a great opportunity for retailers to push potential shoppers toward completing the purchase with items sitting in their carts. Different email marketing techniques can be employed to keep the momentum going, and different types of shoppers have different expectations about how they should be reminded about the items in their cart.
Most shoppers stated that they wanted their reminder within 24 hours, and 48% indicated that no additional discount or offer was needed in the email.
Since most shoppers intend to buy the items they put in their cart at some point, a well timed reminder can be all that’s needed. Most shoppers stated that they wanted their reminder within 24 hours, and 48% indicated that no additional discount or offer was needed in the email. Most people just want a quick, relevant reminder about the items in their cart and retailers don’t need to cut into their margin further by eating the cost of shipping.
Consumers use the shopping cart in a variety of ways that demonstrate purchase intent, and retailers need to take advantage of the signal to push shoppers through the path to purchase.