Overview:

Cart abandonment is a known issue in e-commerce portals. As easy as the solution may appear, true challenge lies in handling cart abandonment in real time with personalised message for millions of users at scale. Large enterprise find it extremely complicated to treat cart abandonment at a multi-channel and multi-device level.
A user may be start his/her browsing journey across webapp from his/her office desktop/laptop. The same user might abandon the cart and continue over his/her journey via mobile app when he/she is on the move. Getting a unified 360 degree view of the customer that shows not just activity in the current or last session but also historical browsing and transactional data remains a challenge. In addition, abillity to use these information in channel of communication where user is reachable on adds to the challenge of treating cart dropoffs. If you're still with me, you would have noticed treating cart abandonment with the simple 'we missed you' email or SMS won't solve the problem.
Users who are virtually window shopping are tough to get attention from and even tougher to convert. Marketers thus need to understand not just the user persona but also user activity to treat cart abandonment for similar device and channel hopping users.
Users can easily be lost during this stage to competitors. This journey shows how you can send personalized email and push notification to your cart abandoned customers and also recommending items in the same product category. Selecting channels to reachout and pulling data for personalisation is the key to such cross-channel cart recovery workflows.
 

Industry:

E-Commerce/Retail
 

Use Case:

Cross-channel cart abandonment workflow

API Call:

To fetch items from recommendation engine for items in the cart.

Events:

Added_to_cart

​
Webengage.Track (‘Added_to_cart’, {

/*string*/
“Email” : dummy@dummy.com,
“Name” : Dummy,
“Contact” : 123456,
“Last_product_in_cart”:
“Product_category” :
“Sub_category” :
“Gender” :
“Delivery_location” :
“User_location” :

/*Number*/
“Age_of_user” :
“Number_of_items_in_cart” :
“Number_of_orders_by_user” :
“Average_order_size” :
“Average_order_amount” :
“Last_order_amount” :
“Number_of_transactions” :
“Product_Price” :
“Discount%_on_MRP” : 
“Price_after_discount” : 
“Last_Search_time” :
“Added_to_cart_time” :
“Last_order_time” :

/*Date*/
“Last_Search_date” :
“Added_to_cart_date” :
“Last_order_date” :

/*Boolean*/
“User_logged_in” :
“International_shipment” :
“Delivery_possible” :

“Price_filter”:
“Item_under_discount” :
“Coupon_code_applied” :

/*arrays*/
“Related_Products” : [“PROD1”, “PROD2”, “PROD3”, “PROD4”, “PROD5”]

})

Step by step explanation:

1. Journey is triggered for a user when he/she ‘Adds an item(s) to Cart’.
2. Workflow waits till next 2 hours (rolling window for each event) and check if the user has completed any transaction.
3. If yes, end the journey for this user.
4. If not (on timeout), workflow checks if the user still has any item in the cart.
5. Workflow fetches product item details (that was added to the cart) and product recommendations (from recommendation engine) via REST API calls.
6. On successful fetch, workflow checks if the user is reachable on Push Notifications.
7. If found reachable on Push Notifications, workflow triggers a personalised Push Notification containing cart recovery and product recommendation details.
8. If not found reachable on Push, workflow triggers a similar personalised email with cart recovery and product recommendation details.

Pro-tip:

• You may reduce the wait time for the first message to 1hr or lesser, depending on the nature of the purchase. Low value items may have shorter wait time.
• Create urgency in completing the purchase by offering a limited period discount or cashback.
• Focus on trust messaging like reviews and ratings.
• Take note of DND settings in queing such messages

Need help with activating this journey? Drop a mail at support@webengage.com with your query.