Shopping cart

Shopping cart abandonment: a challenge for e-commerce

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

Distributors: Aim for the Top!

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

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

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

golden rules

1. A successful shopping cart is unique, omnichannel and transparent

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

3. It is a customer relationship and satisfaction tool

4. It improves sales, margin and loyalty

The customer in search of omnichannel fluidity

Consumer journeys consist of constant back and forth between several spaces (physical and digital), several terminals and several moments (information searches, price comparisons, analysis of comments, delivery conditions, etc.). In networks combining in-store and online sales, too many baskets turn into traps, for 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 the branches, which leads to a discontinuity in the customer relationship. In marketplaces, the rate of completion of baskets varies greatly depending on the costs and delivery conditions of each supplier.

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

“The absence of a unified basket, 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 into a single basket, freeing merchants from the hassle of re-keying 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’s a strong element of differentiation, with an act of purchase that is accompanied from start to finish, whatever the channels and journeys”, emphasizes Philippe Petit.

Statuses can be configured (pending, abandoned or cancelled). 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 by telephone, an order placed on a seller’s tablet.

The merchant can instantly create and distribute discount codes sent via SMS, enticing consumers to go in-store or online. Omnichannel Sales even offers web services for VAT processing and legal collection of shopping carts generated via a salesperson’s tablet or in-store kiosk.

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

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

Returns are the third most important decision factor for e-shoppers, after price and delivery terms. The clearer the brand is on the return conditions (delays, logistics), the more it encourages the customer’s trust and commitment to purchase.
“Generix uses the complete information of the baskets saved in the case of a partial or complete return of a purchase”, underlines Philippe Petit. Whether it was generated in store and/or online, the single basket kept in Omnichannel Sales 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 shopping cart abandonment, whether it is the pricing policy of a range of products, an additional cost between the value of the product and its delivery cost, or lack of clarity on return conditions. The result is a significant reduction in the number of unfilled shopping carts in consumer e-commerce.

As omnichannel-centric demands become the norm, with resulting customer satisfaction harder to achieve, supply chain professionals must leverage advanced WMS technology to keep their operations agile, efficient and scalable, especially in these unstable times. Given Generix Group’s completeness of vision and ability to execute, recognized once again by the Gartner analyst community, their Solochain WMS is well positioned to help businesses in need of a modern solution. , flexible and agile who can easily adapt to their changing needs. We invite you to contact us for more information.