The Flawed Approach to Ecommerce Discounts and Abandoned Browsing

– The author received an email offering a 10% discount on a product they had previously looked at, but the product page did not have the necessary information for them to make a purchase.
– The email campaign appears to be a generic browse abandonment campaign, without any specific segmentation or personalized messaging.
– The discount offered does not cover the cost of shipping, making the overall savings minimal and not enticing enough for the author to make a purchase.Segment the email list based on customer behavior and preferences, and personalize the browse abandonment campaign to address customer questions and concerns, rather than solely focusing on discounts and promotions.So yesterday, I posted about an email I clicked on where I went and looked at the product. However, the product page didn’t have the information I needed to make a purchase. Today, I received an email offering me a 10% discount on the product I viewed. This product is currently selling for $108. They are offering me $10.80 to come back and make a purchase. However, this still doesn’t solve my problem. Their assumption is that it was price-related. But it gets better… the campaign is just a browse abandonment campaign without any other noticeable segmentation (email marketers are lazy and tend to put this in the campaign name, which shows in the URL). Odds are they are sending this out to everyone who didn’t make a purchase, which means their opportunity cost they are willing to eat on this experience is enough to bring the price down to $97.20. However, they only offer free shipping on orders over $99. Well, this doesn’t seem very smart, does it? They are chasing me with a discount on something that I don’t have all the necessary information to make a purchase, and then with that discount, they are taking away free shipping. For science, I went through checkout, and shipping costs me a flat rate of $7. This is how everyone approaches e-commerce, and it misses the bigger picture. The total with shipping, not including tax, is $104.20, for a total real savings of $3.80, which is around 3.5% of the price being so close to $100. Now, what they should have done (other than fixing their product pages) is segment the list based on those who hadn’t made a purchase before and didn’t know the brand. They could go a step further and segment based on product type as well. Then, they could have looked to answer customer questions in the browse abandonment flow relative to my customer segment and encouraged a response to the email with a helpful tone, addressing any possible questions I might have. You already know they didn’t do this because the email I received was purely transactional. Now, the real irony is that if they had just told me I was saving $7 with free shipping, the price would have dropped to $101, which is less than the amount without free shipping and the discount. #ecommerce #customerjourney #uniteconomics #fail

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