Shopping cart abandonment: a challenge for e-commerce

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According to the Baymard Institute, 55 to 75% of shopping carts initiated are abandoned. Despite these statistical results, shopping cart abandonment is not fatal for retailers. Brands like Cultura or FNAC have been demonstrating this for several years with a dynamic 360 ° approach to their customers’ choices. Their strength ? Ensure a global vision of the product selection and associate additional offers and advantages in real time, whatever the customer channel (at home, on the go, in store).

Distributors: aim for the top!

“This” transparent “connection between the physical and digital channels is the first prerequisite for a better filling of the basket” explains Philippe Petit, product marketing manager at Generix. “The second element is based on the distributor’s ability to analyze, in real time, the nature and value of the products, and to trigger correlated personalized offers, which improve customer satisfaction and the distributor’s margin.

According to a study by AB Tasty, a personalized e-commerce customer experience can increase the turnover generated by 15%.

Turning this promise into reality requires a software suite capable of turning “static” shopping carts into dynamic allies for retailers. “Omnichannel selling fulfills this mission by integrating ‘sales pedals’ that offer customers discounts, additional products, benefits or loyalty points depending on the products they select. “ said Philippe Petit.

Golden rules

1. A high-performance shopping cart is unique, omnichannel and transparent

2. It is managed in a personalized, contextual and real-time manner

3. It is a tool for customer relations and satisfaction

4. It improves sales, margin and loyalty

The customer in search of omnichannel fluidity

Consumer journeys are made up of constant round trips between several spaces (physical and digital), several terminals and several moments (research of information, price comparisons, analysis of comments, delivery conditions, etc.). In networks that combine in-store and online sales, too many baskets turn into a trap, due to a lack of management in line with this “mosaic” of expectations and behaviors.

There is also the case of franchise stores, which do not always have the same management systems as branches, resulting in a discontinuity in the customer relationship. On the marketplaces, the rate of completion of baskets varies greatly depending on the costs and delivery conditions of each supplier.

The unified basket, a factor of recurrence, recognition and valuation of customers

“The lack of a unified shopping cart, managed in real time, penalizes brands. Between two seemingly equivalent distributors, customers always choose the one that offers them the most simplicity and recognition. continues Philippe Petit. To reverse this trend, Generix Omnichannel Sales aggregates data in a single basket, freeing traders from the hassle of re-entering or merging files.

The solution integrates the entire spectrum of information including the basket (items, value), the customer journey (physical and digital), the transaction, promotions, loyalty and history (recency, frequency, value). This allows consumers to feel known, recognized and rewarded for their loyalty. “It is a strong element of differentiation, with an act of purchase accompanied from start to finish, whatever the channels and routes”, underlines Philippe Petit.

Statuses can be configured (pending, abandoned or canceled). The customer, the sales advisor and the after-sales service can find, in real time, the basket created via an e-commerce site, a wish list prepared over the phone, an order placed on a seller’s tablet.

The retailer can instantly create and distribute discount codes sent via text message, enticing consumers to visit in-store or online. Omnichannel Sales even offers web-based VAT processing and legal collection services for baskets generated via a seller’s tablet or in-store kiosk.

According to an OpinionWay and iloveretail study, 48% of French shoppers use their store when they are in a store.

Clear and efficient return management: an important decision factor for e-customers

Returns are the third most important decision factor for e-customers, after price and delivery conditions. The more the brand is clear on the conditions of return (deadlines, logistics), the more it encourages the confidence and the commitment of the customer in the purchase.
“Generix uses the complete information from the baskets recorded in the event of a partial or total return of a purchase,” emphasizes Philippe Petit. Whether generated in store and / or online, the single basket kept in the Omnichannel Sale facilitates the management of returns, with the same level of information regardless of the origin of the order (mobile, web, store, call center, etc.).

Generix hopes to eventually offer an analysis of the reasons for cart abandonment, whether due to the pricing policy of a range of products, to an additional cost between the value of the product and its delivery cost, or even to a lack clarity on the conditions of return. The result is a significant reduction in the number of unfilled shopping carts in consumer e-commerce.

As omnichannel-driven demands become the norm, with customer satisfaction harder to achieve, supply chain professionals must take advantage of advanced WMS technology to keep their operations agile, efficient and scalable, especially in these unstable times. Given the vision and execution capacity of Generix Group, recognized once again by the Gartner analyst community, their Solochain WMS is well positioned to help companies seeking a modern, flexible and agile who can easily adapt to their changing needs. We invite you to contact us for more information.


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