Recently, I was tasked with the social suicide of shopping…new car! It was here that a Whipple-esque looking wheeler dealer (who I thought I “shook” between cars) walked up and asked…
“What will it take for you to walk out of here today with this new car?”
In an online store, retargeting users as they go off elsewhere, even with a dynamically generated image from their abandoned cart, is an ineffective approach.
For instance… If I’m in the market for HDTV and go into the same retail store four times in two weeks (carry the two…average of twice weekly), someone who values their mortgage will have walked over to see how to make this happen.
So, why is it that no matter how many times you return to “that website” to ponder the exact same purchase, it’s sadly common that you will be “re-targeted“ pretty much the same as you the first. Really?
In Behavioral Commerce, re-visitors to an retail website get perks and incentives to buy targeted to their individual shopping personality.
- The Distracted Shopper begins the checkout process but often doesn’t complete it for one reason or another.
- The Premium Shopper is always on the lookout for the prestige brands and the latest features in products.
- The Free Shipping Hunter simply refuses to buy anything from anyone who won’t throw in free shipping.
- The Wish List Shopper rarely makes a purchase, but loves to pile items into the online cart just to see what it adds up to.
- How often they visit
- How far along they get in the shopping process
- When they abandon a cart
- In the last 7 days
- Looked at over $200 worth of items
- Put at least $100 worth of product into their carts before abandoning
Let’s make them a direct incentive.
Composing offers based on specific shopping behavior gives the retailer a wide range of possibilities and levers to pull when instigating a sale.
One retailer’s message could target to people who were shopping for items that were low or out of stock. And with B-Commerce, set alerts that specific things are back in stock to pinpoint the retargeting of your message.
This will not only boost sales, but increase conversions and brand sentiment with some of the shopping types that are especially ripe for offers – but seldom loyal.
- For the Coupon Code Shopper who waits until a specific offer is made for limited-time coupons – Give them a FREE Shipping coupon code.
- Target Distracted Shoppers with special offers that kick in if they complete the order
- For Premium Shoppers, push high ticket items and special offers that activate for orders over $300 – or appropriate dip well above an average spend basket (rewarding the user for making Smart buys for the enthusiast few)
While every retailer has its particular audience, it is remarkable how consistently you find the major shopping types across retail segments.
Now that you have the pick-up lines down, all you need is the delivery. Subscribe via email to make sure you don’t miss the re-usable Web Usability tips that lie ahead.