Marketing automation and cart recovery for the Design ecommerce

Design is a Chilean building materials retailer with a deep catalog ecommerce. As in any store, most people who add a product to the cart do not complete the purchase.

Most people who abandon a cart never leave an email, so automation built only on email cannot reach them: the channel exists but it does not arrive where the loss happens.

That single fact changes the whole strategy, because the contact surface has to exist before identification.

• Anonymous visitor: the moment of highest intent happens while there is still no contact detail.
• Calendar sends: mass campaigns arrive when it suits the brand rather than when the interest exists.
• Unsegmented base: without distinguishing value or repurchase likelihood, every contact gets the same thing.

The cost is the difference between a large base and a base that sells, which are not the same thing.

We combined three contact surfaces on one behavioral base and triggered everything by conduct rather than by calendar.

Each surface covers a different moment: the site for the anonymous visitor, email for the identified one, push for those who already showed high intent.

On site web content, the highest return surface

• Pop ups and content triggered by behavior during browsing, acting on the visitor who is not identified yet.
• Abandoned cart recovery with a coupon as the main flow, followed by cart capture on return.
• Newsletter signup and progressive profile data capture.

Email and push, triggered by conduct

• Lifecycle flows: cart recovery with coupon, post purchase coupon, post purchase newsletter signup, periodic recovery and reactivation.
• Web push with a signup flow, a recurring personalized campaign and email reinforcement on abandoned carts.

Segmentation and abandonment analytics

• RFM model classifying the base into champions, potentially loyal, new customers, promising, at risk and hibernating.
• Segmentation by catalog product family, to aim each message at real interest.
• Abandonment measured by day and hour, device, age range, segment and family, to tune timing and incentive.

Architecture and technology

• Automation platform integrated with the ecommerce, running on site content, email and web push.
• RFM model and product family segmentation over the catalog.

Learn more about marketing automation.

Learn more about ecommerce development.

Lifecycle flows far outperform promotional sends, and cart recovery is the highest return flow in the ecosystem.

Starting point

• Automation limited to email, with no reach over the unidentified visitor.
• Base with no segmentation by value or product interest.

Results

• 457 purchases and 65.4 million in attributed revenue, 30.2% of ecommerce purchases.
• By surface: 352 purchases from on site content and 100 from email.
• Abandoned cart recovery alone contributes 31 million, the highest return flow.
• 30,000 abandoned carts detected and acted on.
• 45.8% unique open rate on email and 45.55% on web push.
• 137,000 contacts in the base and 53 segments in operation, 10 of them RFM.

Strategic impact

• Automation reaches the visitor at the moment of intent, without depending on them leaving a detail.
• The operation concentrates on the flows that sell, because performance is measured flow by flow.