September 21, 2006, 12:00 AM

Turning abandoned carts into a marketing tool

Marketing programs that bring consumers to a web site’s buy page often result in an abandoned shopping cart. Think Partnership’s new TeleCPA system recoups sales through follow-up telephone marketing.

Marketing programs that effectively bring consumers to a web site’s buy page often result in an abandoned shopping cart. Think Partnership Inc.’s new TeleCPA software and service uses the call center to recoup sales through follow-up telephone marketing.

TeleCPA, which Think offers on a pay-for-performance basis, is designed to work in cases where shoppers enter partial information, including at least name and phone number, into the checkout process before abandonment.

The system requires client retailers to send daily files of abandoned cart records via e-mail, FTP transfers or other means. The TeleCPA (an acronym for telephone cost-per-acquisition marketing) software then compiles that data, combined with other data the retailer also submits on product descriptions and promotions, and organizes it for agents who call back consumers who had abandoned carts with fresh offers to complete their purchases.

“TeleCPA is a natural extension of any Internet marketing campaign,” says senior vice president of business development Brady Whittingham. Citing industry figures that up to 75% of online shopping carts get abandoned, he says that TeleCPA has been shown to recover sales from 5-15% of abandoned carts.



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