Earlier this week I bought a pair of destroyed jeans from one of my favorite Dutch denim brands. I hesitated before completing the transaction, so I added the product to my basket and wishlist on my laptop and completed the transaction later that day on a different device, but with the same account. Turns out I bought the last item in stock for my size. Happy days were coming, so I impatiently waited for the delivery.
What I received the next day was not only a pair of pants, but also the first in a series of abandoned basket reminder e-mails. The e-mail showed a great overview of my basket, and also a very convenient button to complete my transaction. Yet, there were a few problems.
Why would I want to receive a reminder from my basket, when I already acquired the product. Technically I understand that I probably created multiple basket records by used different devices, but they were all attached to the same account.
The second problem occurred when I revisited the product page. The pair of pants was completely out of stock, so not only for my size. If I didn’t buy the product, received a reminder, and clicked through only to find out that my size isn’t available, I would be disappointed. When the items in the basket aren’t available anymore, why not present alternative and complementary products in the e-mail?
And last but not least, there is no reason to send multiple reminders for the same basket (in my opinion). That is spamming your customers and is just unnecessary.
It seems that the e-mail marketing campaign tool of that brand is missing context. The context of my orders, and also the context of the availability in the warehouse. This once again proves that SAP Hybris is right when they say that marketing is broken. And also shows the power of a solution like SAP Hybris Marketing, where all the necessary information can be attached to the customer golden record to send relevant and meaningful e-mails, every single time.
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Ps: The jeans are great and I still love the brand.