How Cross-Device Retargeting Can Solve Ecommerce’s Biggest Challenges

Shopping is fun, right? Everyone loves to shop. Well, almost everyone. Let me tell you something – the e-commerce industry loves consumers right back. Who wouldn’t, in an industry slated to hit 347.3 billion dollars in sales in 2015, according to statistics from Statista.

Yes, you heard that right, nearly 350 billion dollars are up for grabs in the e-commerce industry. This number will only grow with the absolute rise in popularity of mobile devices. However, while there is a lot of money to be made in the e-commerce industry, there is also a ton of competition and pesky obstacles along the way. How to cut through the competition and capture those on- the-go ultra mobile consumers?  Want to know the three little words with giant potential to bring consumers right to your e-commerce site, increase website traffic like crazy and buy goods like it is black Friday every day? Cross Device Retargeting.

Ok. So we have established the enormous revenue potential, but what about those previously mentioned obstacles to lassoing those consumers? Here are some common obstacles retailers face in e-commerce and some solutions to overcome those obstacles.

1. Shopping cart abandonment. The average consumer shopping cart abandonment encounter rate is 68.7 percent, according to statistics from the Baymard Institute. That is an abysmal statistic. Cross-device retargeting can be used to ‘remind’ the consumer of a their past shopping cart browsing in the form of a handy display ad that follows the consumer around during internet browsing. The neat thing about display cross-device display advertising is that if someone starts browsing a product on their iPad and forgets about their shopping cart, then starts surfing the net on their desktop, the display ad can continue to follow them on an device that they are using.

2. Consumer Disengagement. Deals. Save now! Hurry! Fifty percent off for a limited amount of time only!  While many consumers were initially excited with deals and coupons when shopping was mostly done in brick in mortar stores, with the proliferation of e-commerce or m-commerce, consumers can now receive daily deals that either choke their inbox or, let’s face it, end up in the dreaded spam box.  Unfortunately, if ending up in the spam box black hole is not bad enough, many consumers end up with ‘daily deals’ that they have little interest in. This can cause  consumers to fall out of love with your brand or stop shopping at your stores. Luckily, like magic, cross-device retargeting is there to save the day by showing consumer ads of products they were already browsing. If this was not already exciting enough, there  is cross-device retargeting for email campaigns! Increase the likelihood that your ads end up in the email inbox of the consumer that you want!

 3. Customer Segmentation. One question that any savvy business wants to know is “who are my customers?”  With internet e-commerce expected to grow by 57 percent,  according to information from internetretailer.com,  many e-commerce companies and advertisers alike are racing to get a piece of the giant e-retail pie. Customer segmentation is just like what the name means, breaking up customers and putting them into categories, like a category for those above mentioned cart abandon possibly one for casual browsers. Here, a segmented cross-device retargeted cross-device retargeted campaign could go out to a casual browser as a display advertisement in the form of coupon like BOGO, by one, get one half off! For the cart abandoner, maybe an ad shows up where the consumer can be offered some sort of recurring coupon deal, or maybe an ad shows up when the consumer can be offered some sort of recurring coupon deal, or maybe a significant  savings as a one-time deal if they purchase the item(s) in their cart in a timely manner. The best part of cross-device retargeting is getting back in front of the consumer targeting them with products regardless of what device they are on.Internet e-commerce retailers will win the race for the e-riches when they deliver content and products to consumers when and where they want them. The one takeaway retailers are finally wising up to is the fact that no matter what type of product and geographic area consumers are in, consumers expect a personalized shopping experience. Cross-device retargeting is the premier choice for forward thinking advertisers and e-commerce companies alike.

 VenziMedia offers a full suite of Cross Device Advertising solutions. Contact us today (510) 305-1662  to find out how retargeting can get you in front of the consumer you always wanted!