Commerce companies battle a stealth nemesis – the Cart Abandoner.
The Cart Abandoner shows high engagement on the website, browsing and adding products to their cart, but ultimately leaves the site before completing a purchase. The Cart Abandoner’s reach is widespread – $4 trillion worth of merchandise will be abandoned in online shopping carts this year, but there’s hope – about 63% of that can be recovered by savvy marketers.
Commerce companies are creative in their struggle against the nefarious Cart Abandoner. Cart abandonment emails, sent to remind consumers of the items left in their cart, are wildly successful. In fact, abandoned cart emails, sent three hours after a consumer abandons a cart, average a 40% open rate and a 20% click-through rate, according to Listrak. (Check out our case study on successful abandoned cart emails.)
A creative take on cart abandonment
Whereoware’s client, Giftcraft, wholesaler of home and garden décor and gifts, decided to flip the Cart Abandoner duel on its head in a creative campaign that encouraged customers to fill and then abandon their carts.
You heard it right – Giftcraft encouraged cart abandonment to ultimately engage customers, motivate them to browse products, and entice them with incentives to then purchase their cart items.
Giftcraft’s Fill Your Cart Sweepstakes ran from October 30 to November 1. Campaign rules were simple: fill your cart and one lucky winner would receive the contents of their cart (up to $1000) free. Giftcraft sent emails to promote the campaign and advertised it on Facebook.
Recipients who clicked on the Fill My Cart call-to-action in the email were sent to the Giftcraft login page (A). Visitors who clicked the Facebook link were sent directly to a sweepstakes landing page (B).
When the campaign was over, Giftcraft sent a follow up email to announce the winner. The email included a coupon to motivate cart abandoners to return to the Giftcraft site and purchase items remaining in their cart (B).
As Giftcraft hoped, some participants filled and then purchased their cart during the contest. The winner announcement email to these recipients did not include the additional coupon (A).
Contest cart abandoners also received Giftcraft’s automated abandoned cart email. The double touch of both the contest emails and abandoned cart email reminded customers to return to the site and checkout.
Get creative to combat cart abandonment
Giftcraft went against the grain by encouraging customers to abandon their online shopping cart, hoping to excite customers around Giftcraft’s products and drive new sales. Marketers can take a cue from Giftcraft by occasionally throwing the rules out the window and taking a creative omni-channel campaign approach to battling the villainous Cart Abandoner.