The idea of “following” an online shopper who leaves the site without buying anything could be construed by some as evasive. But as this New York Times article details, that’s exactly what might start to happen thanks to a new service called Abandonment Tracker Pro.
A Web store will be notified by Tracker Pro when a visitor places an item in the shopping cart or begins an application and does not complete the final step. The retailer can then follow-up if the contact information is on hand to do so.
The idea that a visitor isn’t entitled to leave an online store empty-handed without being pestered sounds distasteful enough. But having that contact start immediately seems a new form of marketing brazenness.
Shopping cart abandonment and multichannel communications have represented two of the biggest struggles for retailers for their CRM initiatives. Integrating their offline and online channels has been a long-held disconnect. There are still plenty of retailers that suffer from the inability to track a customer’s presence across multiple channels, such as from the Web and into the call center.
So as usual, it comes down to knowing how to leverage the technology within the context of a certain type of interaction. For example, what about leveraging this concept within the service medium to notify CSRs of a customer’s recent action’s on the Web, or for upsell or cross-sell opportunities following a successful purchase, as opposed to pestering somebody after they just said “no” to your products or services.
Presence technology such as this has the opportunity to open some real doors into retailers providing true customer service across multiple mediums of interaction.