Integrating the best of online and online shopping experiences, ZOOT utilizes big customer data to keep expanding into new European markets. Along with their need for automated 360-degree customer profile building, it is one of the reasons ZOOT pointed to Exponea when choosing a marketing cloud solution.
Our value delivery consultants have been in close contact with ZOOT’s performance department, discussing possible bottlenecks in the customer journeys and effective ways to eliminate them. During one of our meetings, Alzbeta Zidek, the Performance & Customers Lover at ZOOT, expressed her concern with abandoned carts.
Truly understanding a problem is the first step to its elimination
Our data experts immediately took the first step in dealing with the issue – they looked into how people had been interacting with the online store, both those who finished their purchase and those who did not. Having discussed our findings internally and with the client, we were left with a specific, tangible pain point to eliminate and a hypothesis to work with: a simple incentive to drive customers, who dropped out of the order funnel, back to their abandoned shopping carts is expected to increase the number of completed orders significantly.
Having prepared the solution in our scenario designer, ZOOT was ready to implement a new way of reactivating lost shoppers – a time-triggered email incentive.
40,000 customers were part of the campaign where three hours after they had abandoned their cart, they received an automated email with its content and a go back to cart and complete your purchase button.
Conversion rate growth
Open rate of the reactivating emails
Growth in the number of finished orders
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E-commerce businesses typically need as many as 12 separate tools to deal with tracking data, building audiences, sending emails etc. Then, there's Exponea that integrates everything into one interface. We call it the Direct Execution Ecosystem.
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