![]() "We have a report that lists everything people are waiting for. For example, if notification requests pile up for a particular product, the company is potentially losing revenue. Instead, these emails are sent occasionally and provide a service to customers that prevents them from shopping elsewhere.Įarly-warning system The program also alerts the team to missed opportunities. The team does not want too many of these emails going out, Moore says, as it would reflect poorly on the company. Moore chalks this up to his team's effective inventory management. Not a sales driver While the program's response rates are high, its sales volume is only a trickle compared to the rest of 's email marketing. The program has achieved a 22.45% conversion rate since its launch in March. Read rate: 35% (defined as "open for at least five seconds").For a recent 30-day period they achieved: The team's restock notification emails have great response rates. "The process has been more of a sale saver as opposed to a revenue generator." RESULTS "This is very important for us," Moore says. "If we have five people waiting for the exact same item and we only get one in, we don't want to send out five emails and have four people be disappointed," Moore says. ![]() The company apologizes in such cases and offers to put customers back in the notification cue.Īlways watch inventory The team never sends more notifications than the number of products available, and the emails are delivered on a first-come, first-served basis. The team is occasionally contacted by customers who received an alert email only to find the product sold out again. Some products do sell out a second time before customers return. Realize products can sell out twice The email also emphasizes that customers "not delay, as items are available in limited quantities." This is not just clever copywriting. "There is not much else for them to do except pay for it at that point," Moore says. This approach removes a significant barrier to conversion by eliminating the need for customers to: The button brings customers directly to an online shopping cart with the product pre-loaded into checkout. Product image and title of the correct product and size.Design a sales-ready alert email The notification email sends is primed for purchase. Customers using this option are not added to the team's general email marketing database.ī's system scans its inventory each evening to identify back-in-stock items and automatically sends alert emails to customers. Back-in-stock alert - customers can enter a name and email address to be notified via email when an item returns to the store.They will receive a notification approximately two days before the item ships, and are not charged until the item is sent. Commit to buy - customers can enter their purchase information and commit to buy the item when its back in stock.Create lay-over form After clicking the "notify me" link described above, visitors are presented a lay-over form with two options: Red-highlighted link: "Notify me when this size is in stock".Bold red text: "Temporarily out of stock".By working with developers, the team automatically updates product pages when an item runs out. The team used an e-commerce system with real-time insight into the company's inventory. With such volume, the team needed to build an automated system to minimize heavy lifting for this program. Automate out-of-stock notices offers a large number of products, many of which have multiple versions (such as different sizes of the same shoe). By making it easy to purchase from these emails, the team felt it could avoid losing customers. Rather than losing these customers to competitors, he needed a way to hold onto them.ĬAMPAIGN The team created an out-of-stock email program, where shoppers looking for sold-out products could sign up to receive email alerts when the items returned. Moore needed to stop shoppers from abandoning his store when a shoe they wanted was out of stock. Occasionally, the store runs short on certain styles, which can be problematic. It does not rely on drop shipping, and instead warehouses its products. This is exactly what Jim Moore, President, The PSNE Group, wanted to avoid at .ī is an online-only shoe store owned by PSNE. If your product is out of stock, shoppers can easily check another store with a few clicks. CHALLENGE Online retail is a competitive market.
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