NCOF Speaker: Know the Reason Behind Abandoned Shopping Carts

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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.


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