Etailers losing abandoned basket shoppers

Research has shown that online retailers are failing to follow up potential customers who abandon their ‘shopping baskets’ without making a purchase. RedEye, the behavioural online specialist, has found that 70% of customers are regularly

abandoning baskets.

The RedEye research shows that an abandoned basket email can achieve a 12% conversion to sale. However, the company found that only 13% of online retailers are using the technique to target potential customers and that the remaining 87% are missing an opportunity to recapture lost sales and improve online conversion.

Some retailers are spotting the opportunity of using this process with 6% more using the technique than in November 2010 – the first study of its kind by RedEye. However it’s still a sector where retailers are falling behind by not automating a target on ‘not quite customers,’ and actually yields one of the best revenue opportunities. For instance, follow up emails, which are a means to conversion, and thus are losing billions of pounds of sales.

Matthew Kelleher, Commercial director at RedEye, explains ‘there’s no reason for companies not to try it – an automated abandoned basket system is relatively quick and easy to set up, and results can be achieved from otherwise lost sales in just 24hours.’

This study researched periods from February to March 2011 and compared results with the first study in November 2010.

The study researched the online email processes of the likes of amazon.co.uk, play.com and next.com.