Abandoned cart recovery is a classic use case frequently employed by CRM professionals.
Recovery rates vary, but with the right customer engagement platform (CEP), e-retailers can recover up to 30% of lost sales through automated, personalised reminders sent within hours or even minutes of the cart being abandoned.
The cart abandonment use case demands a platform that can manage customer data and events in real-time, providing the responsiveness and personalisation required to succeed.
This article outlines how the Batch Data Platform can effectively address the cart abandonment recovery use case by managing real-time processing, scalability, and personalisation.
Add_to_cart event generation
In the case of abandoned carts, we have set up a scenario to re-engage users who have left items in their cart without completing their purchase. This is done after a period of inactivity determined by the CRM team.
It's a process with several stages and specific triggers.
When users add a product to their cart, an 'add_to_cart' event is sent to Batch via the SDK integrated into the mobile app or website. This is a crucial part of the client's tagging plan.
The 'add_to_cart' event is enriched with important information, including the name of the product, the product page link, and the product image.
Controlling the Batch event-based Trigger Automation
This information about items added to the cart will be used to send an initial event to Batch. This event will spark a Trigger Automation, which is a personalised and automated scenario that users enter as soon as they add an item to their cart.
The Batch Data Platform has various elements that, when combined, meet the technical requirements of this use case.
- Timer: For example, in this case, 30 minutes, starting when the add_to_cart event occurs. The message is held for this time before being sent. If another add_to_cart event is received, the timer is reset.
- Cancellation Events: If users complete their purchase during this waiting time, a checkout event is triggered by the Batch SDK (via the tagging plan), allowing the sending of the reminder message to be canceled.
- Capping: We have also introduced a system to limit the number of messages sent (in this case 2 push messages per user) to reduce excessive commercial pressure.
Regarding message delivery, the Batch platform determines which devices to contact and uses Apple or Google push services to target push tokens and deliver the message to the end device.
Feedback loops for continuous use case optimisation
Batch has established a feedback system to track user interaction with notifications. This is crucial for evaluating message effectiveness.
Batch maintains several feedback streams, represented by the dotted arrows above:
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Push notification open feedback (purple dotted arrow): When end-users receive a notification, they can click it to open the application and check their cart. This feedback enables the Batch platform to record and analyse which users have opened the notifications and calculate overall open rates.
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Push token validity feedback (pink dotted arrow): Push services provide feedback on the validity of targeted push tokens. For instance, users may have been targeted even after uninstalling the application. In such cases, push services (APNs, FCM, etc.) send feedback to identify reachable and unreachable tokens. Batch then updates the userbase by removing invalid tokens.
How the Batch Data Platform ensures end-to-end real-time use cases
Time-sensitivity is crucial in this use case. So how do the Batch clients scale their automated and personalised win-back messages to users who abandon their shopping cart within a short timeframe?
To ensure a fast and effective response through time-sensitive, event-based Trigger Automations, the Batch Data Platform processes these events in our databases in real-time using the Batch SDK.
For our abandoned cart use case, Batch's Trigger Automation adds value by allowing us to send push notifications just two hours later, instead of waiting until the next day as we did with our previous CRM solution. Our tagging plan enables us to add product and brand attributes, making it easier to understand our customers and personalise their experience. This approach has yielded significant results.
Batch differentiates itself from other solutions, especially the legacy ones, by managing events in real-time instead of relying on recurring dispatches (e.g. every hour, every day, etc.).
This approach ensures that users receive timely notifications, increasing the chances of completing their purchase on your app or site.
For more information, please contact our teams at hello@batch.com
Lucie Maigret
Senior Solutions Engineer @ Batch (Project Management Professional Certified)
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