Abandoned carts and push notifications

abandoned-shopping-cart

Cart abandonment is a major challenge faced by online retailers. The availability of alternative merchandise to the consumer and the fact that your customers can shop 24/7, a lot of the time, mobile users are window shopping. They are on the go looking to be persuaded. Invariably six in ten shoppers who place items in a cart do not check out.

So where does mobile come in to play? Well the increase in consumers using Smartphones to shop can be contributed to the increasing cart abandonment rates on mobile devices. In fact, between 66% and 97% of shopping carts are abandoned on mobile. Consumers may use the cart to compare online prices and shipping rates, or treat their cart as an ongoing shopping list and often prefer to switch to a PC or laptop to complete their purchases. To increase conversion rates on mobile retailers need to work out a strategy to turn browsers into buyers. And as consumers buy more from mobile and tablets, retailers will need ways to recover sales from the high percentage of carts abandoned in their mobile app

To combat cart abandonment Email Marketers have already gotten on the bandwagon so now is an opportune time for Mobile Marketers to do the same. The results of email remarketing after cart abandonment are favorable; research can reveal that email remarketing drives higher order values, showing an increase of as much as 55% and that the majority of customers who are going to buy as a result of a remarketing campaign, will do so within 24 hours of abandoning a purchase.

Here are useful ways push notifications can be used for abandoned carts:

  • Buy within the next hour and get free shipping
  • Add a handbag and get 25 % off

In the above examples in the case of a retailer, through tight integration with their checkout flows in their app, they can send personalized push notifications to shoppers who have abandoned a cart. And with this, a retailer can notify shoppers through re-engagement where there is already a product in the shopping cart.

Similarly to shoppers who haven’t put anything in the cart a personalized push notification could be sent out such as:

  • That Ted Baker Skater Dress with Lace is available in red
  • The Karen Millen Black Patent Strappy that you looked at are available in your size

These pushes were delivered following on from the customer selecting a colour or a size.

Unlike email Push messaging can help to deliver a frictionless experience to the customer. With push messaging the shopper is placed right at the checkout, removing friction where your message and brand are elevated above the noise of the customers already crowded email inbox.

Push messaging can be used as a mechanism to reengage your customers who may have abandoned their carts or are on the verge of doing so. And for the retailers that embrace push notifications in this way, they will be miles ahead of the competition. And if it yields comparable results to email, you could recover up to between 12% and 16% of abandoned carts. However before your customer abandons ship there are mechanisms you can put in place to combat cart abandonment. One significant determining factor is free shipping, where a Deloitte study found that 69 % of customers are more likely to shop with online retailers who offer free shipping and 61 % of shoppers would quit their order if free shipping wasn’t offered. Ultimately with more and more consumers using their smartphones to shop and their carts being abandoned, now more than ever is an opportune time to take advantage of push messaging.

Why a Mobile Marketing Strategy is essential this Christmas

merry-mobile-christmasThe days of shopping for Christmas presents on the desktop computer are disappearing and there has been a surge in mobile activity during the Christmas season. In December 2013 Mobile traffic accounted for 48 % of all online traffic, with a notable growth in Mobile sales accounting for 29 % of all online sales, up 40 % over 2012. Increasingly more and more consumers are now shopping on their mobile devices and turning to mobile to buy gifts.

Last December Smartphones drove 28.5% of all online traffic compared to tablets at 18.1%, making it the browsing device of choice. And when it came to making the sale, tablets assorted 19.4% of all online sales, more than twice that of smartphones, which accounted for 9.3%. Whilst 25 % of shoppers said they had a preference for shopping in-store  and 10 % of all shoppers plan to use their mobile devices to check retailer’s products or prices or read reviews, while they are already shopping

The multiple mobile devices being used by the consumer during the Christmas shopping journey means a multichannel shopping approach is advised for your mobile marketing strategy this Christmas season; For instance your customer orders online and then proceeds to click and collect in-store.

Below are some reasons why a mobile marketing strategy is essential this Christmas season:

Reach Extreme Last Minute Shoppers
Holiday gifting procrastinators
We have all been there, it’s 3.30 on Christmas Eve and you have yet to buy those Christmas gifts for loved ones, with the shopping shelves empty, and the wrapping paper scarce, you can’t help but panic. However with Mobile thrown into the equation panic mode can be sedated; and the rush to complete those purchases can somehow be more organised. Last-minute shopping is likely to be easier than ever; a later cut-off period for Christmas delivery together with click-and-collect options mean it’s easier for these last-minute shoppers to buy their presents online, 11% of shoppers in 2013 planned to leave their Christmas shopping until the last week. In the meantime, mobile-enabled consumers can compare prices, find nearby stores and with some retailers they can reserve stock while they are already shopping.  Retailers need to cater to these mobile-enabled shoppers by rolling out options on their mobile website and/or mobile app to check stock availability and reserve products in nearby stores.

Build Wish Lists and Shopping Lists
Their making a list and checking it twice…
As a retailer through usage behavioral segmentation in your mobile app you can become more responsive and coming up to the Christmas shopping frenzy you can encourage users of your app to tag favorite products or build wish lists and shopping lists within your app. And based on these wish lists created by the user, coupons that relate back to your users wish lists can be digitally delivered to their mobile phones, and similarly through coupons to digital wallets mobile coupons can be updated in real time. And its Christmas Eve, the shelves are empty and they have not gotten around to ticking everybody off their list. Well now with digital wallet capabilities you can conveniently send gift cards directly to a loved one’s smartphone.

Also for the last minute shoppers who may have a wish list but may be waiting until the middle of December to buy presents in online “Christmas sales” per say or for the shoppers who may be waiting for stock to be made available again, a particular size or color etc. As a retailer this is an opportunity to encourage users to download your app and build a wish list of items they possibly intent to purchase before Christmas day.

Through behavioral segmentation users who have created a “wish list” would then be able to receive an alert through a push notification if any of the items were to go on sale and or become available again.

Dedicate a Line For In-Store Pick Ups
Because the likelihood of having a clear path to purchase is as likely as Santa Claus traveling faster than light…
And lastly it is no secret that Consumers come out in their droves during the Christmas season and the likelihood of having a clear path to purchase is as likely as Santa Claus traveling faster than light. Most of the time Christmas queues are unavoidable, with one quarter of shoppers having a preference to visit stores rather than buying online. On the other hand for consumers who decide to pre-order their Christmas gifts through Click and Collect you can help your customers to avoid the queues by having a dedicated line for in-store pick ups. iBeacon technology can also be deployed in a store  to trigger alerts through push notifications to consumers when they arrive in store to direct them to their collection points.

The rapid increase in mobile shopping promises to be one of the defining characteristics of this Christmas for retailers, along with further growth of click-and-collect. Along with consumer confidence on the up, a strong retail trend is expected to continue this Christmas season. And what better way to embrace these trends than to carry out a mobile marketing strategy of your own and allow your brand to shine.

If you would like to hear more about how XtremePush can help you to reach your extreme Last Minute shoppers and much more – we would love to hear from you.

Afterall – tis the Season to have a Merry Mobile Christmas!!!

Consumer Wearables, Beats by Dre and Google Glasses

Consumer wearables are hot this season and are expected to become a “must have” for consumers over the next several years. The “wearable technology” group encompasses several types, including fitness monitors, activity trackers and smart clothing. Wearables can include smart watches, fitness bands, glasses along with smart bras, smart t-shirts, wearable cameras and more recently but still in the development faze rings and bracelets. The purpose of wearables is for users to take real-world actions by providing relevant, contextual information precisely at the point of decision making. You will find consumers wearing them on their sleeves walking down the street and models on the runway, with the exception of Google Glasses, which lets face it wearers of them probably won’t be getting their own spread in Vogue anytime soon…. Meanwhile Beats headphones which deliver exceptional sound quality to its users is another consumer wearable whose entire existence has been based on being a fashion and status symbol. Celebrities wear them, and people want them. Apple also want them and is rumored to buy beats for the value of $3.2 billion dollars, some have speculated that Apple is simply buying Beats to replenish its “cool factor”. Speaking of cool celebrity rapper Dre himself has a stake in Beats with his own collection Beats by Dre himself with an estimated worth not shy of $1 billion.

Beats by dreOne of the latest and not so fashionable consumer wearables as mentioned above is Google Glasses. Kenneth Cole is a brand collaborating with Google Glasses to promote a new product range, it has recently rolled out a Google Glass app to promote its new cologne. The campaign encourages consumers to photograph themselves performing one good deed a day for 21 days,the goal being to be seen as early adopters and innovators. Other wearables include the Smart Bra that tells you if you are eating too much, the T-shirt that tracks your heartbeat and the Wearable Camera that can quietly and automatically take photographs from the wearer’s neck and lapel. Fitness devices make up the vast majority of the wearable technology market at the moment, with an estimated worth somewhere between $1bn and $3bn today. And worldwide spending on consumer wearable technology will hit $1.4 billion by the end of 2014, and By 2018, the market is expected to hit $19 billion.

Among wearable tech owners, Fitness Bands were the most popular devices (61%), followed by Smart Watches (45%) and Mobile Health devices (17%).

So what is it that motivates consumers to purchase wearables in the first place? One interesting motivation underlying Smart Watch owners decision to purchase their device was to supplement their everyday Smart Phone addiction. To the consumer more than 75% of them believe wearables will positively impact their wellness.

SmartwatchRetailers can benefit most from smart watches and glasses, as they present new opportunities for customer engagement. One more recent development is the focus on wearable tech that is functional but aesthetically pleasing. Although wearable technology still needs to gain a lot of traction before it can really take off, Retailers and brands already embracing it include Barneys New York and Kenneth Cole (as mentioned above). Barneys New York and the Council of Fashion Designers of America (CFDA), are collaborating which will result in the development of a “Smart Bracelet” powered by Intel. The “Smart Bracelet” will be sold exclusively at Barneys, making the retailer one of the first luxury store chains to carry this type of item, a mix between tech device and fashion accessory, very cool indeed. Ultimately when choosing wearable tech, consumers look for special features to fit their needs and match their styles.

Barneys Intel opening ceremonySo what’s next for consumer wearables? Has anyone had first hand experience with any of the consumer wearable devices? Google Glasses, has anyone lost a pair…? we know Dre will be able to buy Google Glasses for a small town if this deal with Apple goes through. We would love to hear your thoughts.