Cart Abandonment

Introduction

Use the Cart Abandonment campaign to nudge users to complete their purchase; all the products added to the cart but not purchased can be listed and sent to the user along with a link to the cart page. 

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Prerequisites

  1. Enterprise Plan - Dynamic product messaging should be enabled for your account
  2. Add to Cart Event - The event is generated whenever a user adds a product to the cart.

Cart Abandonment Campaign - Set up

To create a Cart Abandonment Campaign:

  1. Set up the Catalog.
  2. Map the Add to Cart event in User Actions.
  3. Create a Product Set.
  4. Set the campaign up.

Set up the Catalog

The product catalog serves as the source for the relevant product and stock details.
To set up a catalog, refer here.

Describe the product using the mandatory fields to set up a catalog. These are: 

  • id - Unique identifier of the product
  • title - Name of the product
  • link - Link of the landing page of the product
  • image_link - Link of the image for the product
  • price - Price of the product

In addition to the above mandatory fields, the marketer can add up to 45 more attributes to describe the product further.

Sample file

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Click here to download the sample file.

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Map Add to Cart event

The Add to Cart event is triggered as soon as the user adds a product to the cart.

This event gets mapped in the User actions section; click here for details.

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Create a Product Set

When a customer clicks Add to Cart, the details of the product are fetched from the catalog, and both the catalog and the user action are mapped to generate the relevant product set. Click here to understand more about Product Set.

To be effective, limit the lookback period to ensure the relevancy and recency of the product. Remove the deleted cart products and those purchased from the product set.

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Information

Similar to Add to Cart event, the Remove from Cart and the Purchase events need to be configured during Integration.

Sample Product Set -

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To ensure the product listing is in descending order of price, select the descending price in the Order results by drop-down.

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Setup Campaign

Create a Campaign post setting up the Product Set. Use a periodic campaign for a specific channel or a periodic flow to reach users with multiple communications across channels.

You may use a few variations:

Variation 1 - The Vanilla Setup

In the basic Cart Abandonment campaign Setup, the generated product set has all the products that the user has added but not deleted from the cart or has purchased within the configured lookback period.

Below are the snippets of JINJA that needs to be added.

{% if ProductSet.cartAbandonment%}{% for i in ProductSet.cartAbandonment%}{{i.title}}{% endfor %}{% else %}MOE_NOT_SEND{% endif %}

Fetch only the first product in the product set for push notifications. 

{% if ProductSet.cartAbandonment%}{% for i in ProductSet.cartAbandonment[0:1]%}{{i.title}}{% endfor %}{% else %}MOE_NOT_SEND{% endif %}

Add the HTML within the for loop to ensure relevant products are picked, for emails.

{% if ProductSet.cartAbandonment%}{% for i in ProductSet.cartAbandonment%}<HTML>{% endfor %}{% else %}MOE_NOT_SEND{% endif %}

Since the product set name will be relevant only to your catalog, change the name of the product set in the above snippets accordingly. 

Variation 2 - Trigger Cart Abandonment notification with a minimum cart order value

In cases when the Checkout can only happen on reaching a specific cart value or if there is a free delivery option available on a specific cart value, the Add to Cart communication is triggered only when the cart value is met.

To achieve this, the Add to Cart event needs to have an attribute that provides the cart value. 

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Warning

The cart value attribute gets evaluated in JINJA and not added as an attribute in the event trigger condition to ensure checking every Add to Cart event. No communication is sent if the cart value is lower than the set limit.

JINJA snippets:

{% if EventAttribute['cartValue'] > 1000 %}{% if ProductSet.cartAbandonment%}{% for i in ProductSet.cartAbandonment%}{{i.title}}{% endfor %}{% else %}MOE_NOT_SEND{% endif %}{% else %}MOE_NOT_SEND{% endif %}

Fetch only the first product in the product set for push notifications. 

{% if EventAttribute['cartValue'] > 1000 %}{% if ProductSet.cartAbandonment%}{% for i in ProductSet.cartAbandonment[0:1]%}{{i.title}}{% endfor %}{% else %}MOE_NOT_SEND{% endif %}{% if EventAttribute['cartValue'] > 1000 %}{% if ProductSet.cartAbandonment%}{% for i in ProductSet.cartAbandonment%}{{i.title}}{% endfor %}{% else %}MOE_NOT_SEND{% endif %}{% else %}MOE_NOT_SEND{% endif %}

Add the HTML within the for loop to ensure all products are printed, for emails.

{% if EventAttribute['cartValue'] > 1000 %}{% if ProductSet.cartAbandonment%}{% for i in ProductSet.cartAbandonment%}<HTML>{% endfor %}{% else %}MOE_NOT_SEND{% endif %}{% if EventAttribute['cartValue'] > 1000 %}{% if ProductSet.cartAbandonment%}{% for i in ProductSet.cartAbandonment%}{{i.title}}{% endfor %}{% else %}MOE_NOT_SEND{% endif %}{% else %}MOE_NOT_SEND{% endif %}
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Note

The product Set name - which is cartAbandonment in the above snippets, needs to be changed to the relevant name; while creating the product Set, the default cart value is assumed as 1000, and it can be changed as per requirement.

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