DEMCO Increases Conversion Rate 400% With Abandoned Cart Program
Problem: DEMCO, a B-to-B cross-channel retailer of library supplies, sought to increase online conversions by targeting shoppers that abandoned their carts.
Solution: Hired an online marketing solutions provider.
Results: DEMCO was able to achieve a 400 percent higher conversion rate via a cart recovery email program. The retailer also realized higher open and conversion rates on welcome email offers as well as improved customer engagement.
With the growing popularity of e-books and the prevalence of consumers going to the web to conduct research and communicate, the role of libraries today is changing dramatically. As a result, libraries are looking for new, more efficient ways to run their organizations, serve customers, maintain and repair their facilities, and preserve their rich content resources.
Library supplies retailer DEMCO realized a few years ago it needed to find new ways to increase overall conversions on its e-commerce site. The company selected Silverpop Engage as its email service provider to help it create automated email campaigns with shopping cart abandonment and new subscriber welcome programs.
To derive value from its email programs, however, DEMCO needed a way to identify consumers that had abandoned shopping carts on its site. The company turned to Adobe's Online Marketing Suite, powered by Omniture, to help it determine if a shopper had left an item in a cart. With this information DEMCO could follow up and encourage them to complete their purchase.
“More than just shopping cart abandonment, Adobe Solutions give us a complete snapshot of what's going on — how customers are shopping on the site, where they're coming from, and which pages and offers they respond to most,” said Lisa Moling, e-marketing planner for DEMCO, in a company press release.
DEMCO also needed to shift its email marketing and remarketing efforts into high gear to combine promotions data. By adopting a marketing platform that integrates third-party applications like Silverpop, DEMCO receives a single, comprehensive view into its data.