Loyalty Marketing

By Charles Nicholls, [email protected]

So what can you do during the crazy holiday season to reduce shopping cart abandonment? We thought we’d put together a holiday season checklist to help you keep your customers in the shopping cart this Christmas.

Before thinking about solutions to your shopping cart abandonment problem, it’s useful to look at the reasons why customers abandon. Based on this Forrester study, you can group the top five reasons into:

New York City -- According to a special national consumer poll commissioned by the International Council of Shopping Centers and Goldman Sachs, 31% of households plan to shop on Black Friday in 2010 compared with 26% in 2009. However, the strongest driver of Black Friday shopping is children, as 43% of households with kids are planning to shop on that day. Additionally, 37% of households reported that they plan to shop on the Saturday or Sunday after Thanksgiving.

Minneapolis -- Target Corp.'s fiscal third-quarter earnings rose 22.6%, beating analysts' estimates, boosted by improvements in its credit-card business and rising food sales. The chain also projected a strong holiday, saying it expects an important sales measure to rise more sharply than it has in three years. It is hoping to lure more shoppers during the holidays with its updated store layout and a new credit-card program that offers 5% off all purchases.

Chicago -- Black Friday sales are expected to increase by 3.8% and Cyber Monday sales to grow by 2.5% this holiday season, according to BDO USA’s Retail Compass Survey of CMOs, which polls chief marketing officers at 100 leading U.S. retailers. Black Friday and Cyber Monday expectations are more bullish this year compared with 2009 when both were expected to rise by 1.8%.