Case Study: Real time Solutions – the direct line to your customers
How does one counteract possible shop cart abandonment in e commerce and lead the customer to individually tailored offerings? And that too: in real time? The real time solution designed by WidasConcepts makes it possible – and simplifies at the same time, a timely and customer-centered retargeting.
For an online mail order Company, to understand its customers and their behavior is of utmost importance. To constantly improve its services for them, it needs answers to questions like:
1. “How is the customer journey until the customer reaches our shop?”
2. “What articles interest the customer, when he enters the shop?”
3. “What articles can we offer him in addition?”
4. “What is the probability that the customer actually buys the items in the shopping cart?”
5. “How can we avoid a shop cart abandonment and increase the likelihood of a purchase?”
6. And, if the customer leaves the store without purchasing:
7. “What can we do, so he comes back and completes the purchase?”.
Our client received a reply from his system already on some of these issues – although too late. Because customer profiling was realized via nightly processing routes. Recommendations at the earliest came at a time, by which the customer had already left the shop and even eventually had bought at the competitor.
Retargeting and playback of advertisement on other websites was in fact not possible. The result: the high number of shop cart abandonment that resulted in massive loss of revenue. A comprehensive method of analysis was required/ asked for in real time.
WidasConcepts has designed and implemented a total system, using which all described problems and use cases can be solved in real time without large overhead and resource-scaling.
The technologies used
Etcd, nginx, confid
The permanent monitoring of the probability of buying now allows the shop owner to respond directly to fluctuations of the interest in buying: The way in which the customer navigates in the shop, his search and entry points implies consequence or uncertainty. Accordingly, the system can increase the likelihood of buying personalized offers and discounts – enormous leverage, that was not possible before!
Also outside the online shop, the customer can be addressed now individually via targeted promotional recordings, because his desires and interests are continuously communicated to ‘commercial driver’. When a customer for e.g.: searches raincoats in the online-shop, advertisement for raincoats can be displayed when browser-window changes to a new page. For the customer-specific targeting of the ‘online-mail order company’ a huge profit!