Ve Interactive Analysis of Recent Shopping Cart Recovery and Remarketing pilot with WHSmith
Note:
Ve Interactive’s technology provides cross sector benefits by encouraging abandoners to return to our clients’ websites to transact, delivering an increase in conversion from generic Google searches, affiliate traffic and VeContact’s email remarketing campaigns.
Evaluation:
This is interesting news for e-merchants who are using VeCapture, especially when it comes to specific product ranges where margins might be lower, because it shows that:
a)Remarketing to abandoned leads and offering a discount drives traffic back and causes significant sales uplifts
andb) That some of those returning paying customers will still pay the full price and won’t apply the discount code offered
Ve Interactive are delighted to be working with WHSmith, one of the largest high street retailers in the UK. Following a successful recent ‘abandonment remarketing’ pilot using our software, WHSmith.co.uk are now live with our full service of VeCapture and VeContact solutions.
The findings concur with other analysis that Ve Interactive has been recently conducting, on how the reconfiguration of messaging can significantly drive click thrus and subsequent sales uplifts from remarketing emails. Most noticeably, the pilot proved that by adding deadline urgency, supported by well-crafted content, consumers acted extremely quickly to take advantage of WHSmith’s exclusive offers before expiration dates kicked in.
The VeCapture shopping cart abandonment software gives us a valuable opportunity to better understand our customers' behaviour, and enables us to capture and use real time abandoned basket data in our acquisition and retention marketing. We are now able to successfully engage and convert customers with baskets who have left WHSmith.co.uk prior to checking out. Angus Hayman, eCommerce Director, WHSmith
Key Learnings:
Ve Interactive additionally conducted a survey of those customers who we identified had clicked through from the remarketing emails and had made a purchase, but who hadn’t actually used the promotional codes! Interestingly we found:
•These customers had still reacted to the remarketing email as a prompt to return to the WHSmith website
•It was the expiry date of the call to action that had prompted them to return, even though they then did not take advantage of the 5% discount promo code.
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