S&S Worldwide, a national distributor of arts and crafts and sporting goods products, recently implemented a shopping cart abandonment program through Silverpop Engage that helps the company generate an impressive 25 percent conversion rate—more than seven to eight times the average conversion rate of 3 to 3.5 percent that Forrester Research reports retailers typically achieve. Busy people often put items in online shopping carts and then fail to complete the transaction. Within an hour of cart abandonment, S&S Worldwide automatically sends shoppers an email reminder to complete their purchases. The program operates using Web analytics from Coremetrics integrated with Silverpop Engage Transact, a dedicated sending architecture specifically designed for triggered transactional emails and messaging. If the customer still takes no action, the company follows up periodically with additional emails that offer various incentives for completing the purchase. Nye said the ability to send triggered, one-off messages with content relevant to the items in the abandoned cart plays a significant role in enticing customers to complete their purchases.
Silverpop, a leading provider of email and B2C customer engagement marketing solutions and multichannel B2B marketing automation, assists retailers with email marketing programs that build closer consumer relationships and drive revenue. S&S Worldwide is a national distributor of arts and crafts and sporting goods products for recreation, health care and education professionals. S&S has been in business for 103 years. Currently the company employs approximately 300 employees. (Carolyn Nye, marketing manager for S&S Worldwide.)
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