Wine Technology Blog @ WineWeb.com

I read an interesting article in the New York Times this morning on remarketing, a term that I wasn't familar with, but a concept that we have been using for over two years. "Remarketing", in the online world, is communicating with a potential customer after they have abandoned a shopping cart in your e-commerce system. The statistic used in this article, and I've seen the same number used elsewhere, is that 70% of shopping carts are abandoned. Remarketing is the attempt to entice those shoppers back to their cart on your website. We allow our clients to setup an email that is sent to the shopper shortly after the system senses that a cart has been abandoned (and where the customer has started the checkout process and has left their email address). The article suggests that a major reason for abandonment is comparison shopping, but our experience in the wine industry suggests that shipping costs are the major factor. We've seen that a well-worded email can be successful in remarketing and getting the customer's order completed.