Insider web push channel complements our existing tech stack, providing a new and effective way to communicate with our customers.
The average shopping cart abandonment rate for eCommerce hovers between 57% and 76%, meaning there is huge potential to reclaim lost revenue through cart abandonment retrieval campaigns.
M&S used Insider’s cart abandonment web push notifications to bring visitors back to site with a timely message reminding them of the items they left behind. These push notifications achieved a conversion rate of 15.1%, bringing buyers back to site and completing their purchase. This is significantly higher than the industry average of 3.33% abandoned cart email retrieval rate for the fashion industry.
These cart abandonment push notifications complement M&S’s email abandonment strategy, providing a faster, more direct communication channel for first line response. Cart abandonment notifications are M&S’s most successful web push strategy so far.
M&S combines Insider’s web push messaging and AI-powered segmentation tools with their most successful “always on” campaigns. Insider’s Growth Management Platform tracks the category or collection that a visitor was most recently browsing but did not convert and entices them back with a timely promotion. A particularly successful example is M&S’s long running 4 pairs for 3 women’s underwear campaign, boosting lingerie conversion rates and revenue.
In order to grow their customer base further and to be able to talk to as many customers as possible via the channel, M&S decided to experiment with a move to native opt-in for web push notifications. Subscriber numbers have increased at a greater rate since the move to native opt-in, thanks to the one-step process rather than two making the process easier for M&S customers. The move has seen a 20% uplift in web push subscribers.
In the near future, M&S will be using Architect, Insider’s AI-powered customer journey builder to create personalised customer journeys at scale.
Architect triggers a journey for a user based on their onsite behaviour, this could be browsing particular products, abandoning a cart, or based on predictive segments such as discount affinity or likelihood to purchase / churn. Architect then takes them through an automated personalised cross-channel buying journey, culminating in whatever goal is set by M&S, be that increased traffic, conversions or revenue.
“Working with Insider has been a great process. The account management team is always really proactive and Insider web push channel complements our existing tech stack, providing a new and effective way for us to communicate with our customers. Implementation is a simple tag that you put on your site in order to go live. For many companies I can see this being a great quick win to boost traffic and conversions.”
Senior CRM, Loyalty & Channel Innovation Manager
Clothing, Home & Beauty