Abandoned shopping cart: a challenge for e-commerce


According to the Baymard Institute, 55-75% of initiated shopping carts are abandoned. Despite these statistical results, shopping cart exits are not fatal for retailers. Dealers like Cultura and FNAC have been proving this for several years with a dynamic 360 ° approach to what their customers have to offer. Your strength? Provide a complete overview of the product selection and link additional offers and benefits in real time, regardless of the customer channel (at home, on the go, in business).

Distributors: Aim for the Top!

“This ‘seamless’ connection between physical and digital channels is the first prerequisite for better shopping cart processing” explains Philippe Petit, Product Marketing Manager at Generix. “The second element relies on the retailer’s ability to analyze the nature and value of products in real time and correlate them to trigger personalized offers that improve customer satisfaction and retailer’s margins.”

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

In order to make this promise a reality, a software suite is required that is able to turn “static” shopping carts into dynamic allies for retail. “Omnichannel Sales ensures this mission by integrating ‘sales accelerators’ that offer customers discounts, additional products, benefits or loyalty points depending on the product selection.” says Philippe Petit.

Golden rules

  1. A high-performing shopping cart is unique, omnichannel and seamless

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

  3. It is a tool for customer relationships and satisfaction

  4. It improves sales, margin, and loyalty

The customer looking for omnichannel fluidity

Consumer journeys consist of a constant back and forth between several rooms (physical and digital), several terminals and several moments (information search, price comparisons, analysis of comments, delivery conditions, etc.). In networks that combine in-store and online sales, too many shopping carts become a trap because of the lack of management to match this “mosaic” of expectations and behaviors.

In addition, there are franchise markets that do not always have the same management systems as branches, which leads to a discontinuity in customer relationships. On marketplaces, the completion rate of the shopping carts varies greatly depending on the costs and delivery conditions of the respective provider.

The uniform shopping cart, a factor for the return, recognition and appreciation of customers

“The lack of a uniform shopping cart managed in real time puts brands at a disadvantage. Between two apparently equivalent dealers, customers always choose the one that offers them the greatest simplicity and recognition. “ continues Philippe Petit. To reverse this trend, Generix Omnichannel Sales aggregates data into a single shopping cart, freeing retailers from the hassle of re-entering or merging files.

The solution integrates the entire spectrum of information including shopping cart (article, value), customer journey (physical and digital), transaction, promotions, loyalty and history (currentness, frequency, value). This makes consumers feel known, recognized and rewarded for their loyalty. “This is a strong differentiating element, with a buying action that is supported from start to finish, regardless of the channels and paths,” emphasizes Philippe Petit.

The states can be configured (pending, canceled, or canceled). The customer, sales advisor and customer service can find in real time the shopping cart created through an e-commerce site, a wish list created on the phone, an order placed on the seller’s tablet.

The merchant can create discount codes sent via SMS and instantly distribute them to encourage consumers to go to the store or online. Omnichannel Sales even offers web services for sales tax processing and the legal collection of shopping carts generated via a seller’s tablet or an in-store kiosk.

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

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

Returns are the third most important decision factor for e-customers after price and delivery conditions. The clearer the brand is about the return conditions (deadlines, logistics), the more it promotes customer confidence and the willingness to buy.
“Generix uses the complete information of the registered shopping carts for a partial or complete return of a purchase”, emphasizes Philippe Petit. Regardless of whether it was created in-store and / or online, the single shopping cart in omnichannel sales makes it easier to manage returns with the same level of information regardless of the origin of the order (mobile, web, store, call center, etc.).

Generix hopes to finally be able to offer an analysis of the reasons for the abandonment of the shopping cart, be it due to the pricing policy of a product line, an excess price between the value of the product and its shipping costs, or an ambiguity in the return policy. The result is a significant reduction in the number of unfulfilled shopping carts in consumer e-commerce.

As omni-channel-driven requirements become the norm and the resulting customer satisfaction is more difficult to achieve, supply chain experts need to use advanced WMS technology to keep their operations agile, efficient and scalable – especially in these volatile times. Given the Generix Group’s broad vision and ability to execute, again recognized by the Gartner analyst community, their Solochain WMS is well positioned to support companies that need a modern, flexible, and agile solution that easily adapts to their changing needs can customize. We invite you to contact us to find out more.

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