NCOF Speaker: Know the Reason Behind Abandoned Shopping Carts

Share this content:
DALLAS -- Abandoned shopping carts don't always spell disaster for a Web site, said Les Johnson, director of research and development at e-business solutions firm Ecometry Corp., while speaking here yesterday at the National Conference on Operations & Fulfillment.

Johnson, during a presentation titled "Increasing Profitability With Your E-Commerce Back-End Infrastructure," said abandoned shopping carts sometimes indicate a Web site has driven customers to other sales channels.

"I know I have used the Web and then picked up the phone to complete my order," he said. "I don't want you to think that we all want a lot abandoned shopping carts around, but at least it shows that people are using your Web site. At least it shows that they were attracted to your site."

Johnson's presentation was one of more than a dozen sessions at the NCOF yesterday. Before 72 attendees in a room nearly filled to capacity, he addressed subjects such as managing online returns, using fulfillment for branding purposes and building Web sites that help customers answer their own questions.

"If you get your customers to use self-help there are obvious benefits, such as relieving your call center of some expenses," he said. "But people actually feel good if they can help themselves. You can enhance the customer experience by providing self-help."

Floor traffic at the conference has been steady, although attendance dropped off in the afternoon, and exhibitors said it has generated a good number of prospects. The NCOF ends today.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above