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Abandoned Shopping Carts:
Turning browsers into buyers
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Quote of the day
“I wish all our customers were in Chicago. It's easier. People pay on time.
Everybody speaks English."
-- Jeff Immelt, CEO of GE, as quoted at Knowledge@Wharton
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Overcoming the Challenges – Part 1
•Age-old problem, customers will shop, but not buy
•Many customers search for airfares on aa.com but do not complete a purchase
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The airline business is complicated
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Buying paint in the hardware store
Two choices
Regular at $9 per
gallon
Premium at $12 per
gallon
5 gallons at $9 = $45 + tax
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If airlines sold paint
Depends on a lot of things
150 prices from $9 to
$200 a gallon
Correlates to use
Price changes many times
per day
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Pricing example
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Overcoming the Challenges – Part 2
• Airline pricing changing throughout the day
• With so many fares in any given market, how to effectively retarget
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Can this problem be solved?
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Goals
• Close the gap on missed opportunities
• Keep prospective customers engaged
• Encourage customers to return to aa.com
• Capture additional revenue
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Collaborative e-Dialog/American Solution
• Create an abandoned shopping cart and retargeting email trigger campaign
• In a timely manner, target customers who left aa.com without making a purchase
• While already collecting search data, we put it to use!
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How it works
• Since airline pricing is so dynamic, we created a dual email solution
• Single price point
• Dual price point
• Both contain destination content
• Launched with 26 destinations and have expanded to more than 70 destinations
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How it works - technically
• This is a no-touch trigger
• We send a file to e-Dialog with the search and price criteria
• e-Dialog identifies the appropriate message type and reformats the file to correctly display the price as well as the full airport and city names
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Success
• 300% higher open rates
• 200% higher click-thru rates
• 400% higher conversion rates
• Very low opt-out rates – highly relevant
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What’s next?
• We developed three ad hoc retargeting campaigns:
• Thanksgiving
• Christmas
• Winter Ski
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Thank you!
Questions?
