The Internet offers shoppers a mind-bending amount of choices and places to purchase. So it’s important to stay top-of-mind with visitors who looked around on an e-commerce site but for some reason didn’t buy, says Brandon Proctor, vice president of marketing at Build.com. That’s because they likely have plenty of other retailers to choose from when they do decide to make a purchase.
In a session entitled “Retaining and retargeting the Web 2.0 customer” on June 15 from 11:45 a.m. to 12:30 p.m. at the Internet Retailer Conference and Exhibition 2011, Proctor will discuss how his company retargets shoppers who looked but didn’t buy. He will be joined in the session by one other online retailer, Jared Bank, vice president of e-commerce at Tommy Hilfiger.
“At Build.com, we retarget our customers based on category and product browsing,” he says. “So, even after they leave, we offer them the products or categories they abandoned with greater incentives to return. This strategy has a material impact on your return visitor rate, as well as your overall conversion rate. Sometimes, just reminding the customer about your products or services is enough to create the financial impact you desire."
Internet Retailer’s editors asked Proctor to speak because of his eight-year background in marketing and analytics. Proctor, who joined Build.com in October 2008, is in charge of adding new metrics and business processes to Build.com's marketing programs. He also serves on the advisory board of Omniture, the web analytics unit of Adobe Systems Inc.