PollCart Users Buy, Share and Keep More Than Traditional E-Commerce Buyers

Investors, marketers and salesmen we’ve interviewed for PollCart have an important question for me: What problem does PollCart solve? We’ve identified a few, abandoned carts, customer referrals and purchase accountability, but my favorite part of PollCart is it’s novelty of surprise and delight.

So the question that follows is typically, “What problem does surprise and delight solve?”

Which is a difficult question to answer. Our last app, 12Bar took a musical task typically performed with a sharpie and paper onto the iPad, allowing organization, searchability and on-the-fly capabilities unavailable to the Sharpiest. But it was primarily a solution to the age old issue: Musicians just want to have fun.

Which was not a business problem.

So I started asking questions. I know what problem clothing solves, but what problem does height-of-fashion designer clothing solve?

I realize people need something to do, but what problem do the Dallas Cowboys, Mavericks, Stars and Texas Rangers solve? What problem do The Old 97’s, Toadies and Reverend Horton Heat solve? Folks need sports. Folks need to rock. Are these business problems?

In his article, “Building customer loyalty with surprise-and-delight marketing,” Ernan Ronan answers the surprise and delight question quite simply.

“Brands can build a greater connection to customers on an emotional level…If implemented successfully, brands can realize increased customer engagement, reduced churn, and greater ROI.”

Simplified, the problem is that customers don’t feel connected to brands on an emotional level and the solution is providing a surprising and delightfully fun experience. The business problems listed include:

  1. Customer Engagement
  2. Churn
  3. Return on Investment

PollCart surprises and delights its users bringing a sense of danger and adventure to shopping, involving their favorite people. And our favorite people love to decide our luxury retail fate. PollCart users buy, share and keep more than traditional e-commerce buyers and that my friend is both surprising and delightful.

We didn’t invent PollCart to solve the intense business problems it solves, but we fell in love with it because it does solve those problems and is fun as a slip and slide on one of those days where it’s sunny and rainy at the same time. Apparently being that fun solves a business problem. Or 3.

Rich Williams, MBA is the CEO of PollCart, a forward-thinking new platform that turns shopping into an authentic social experience. Our users can easily get to know the consumer opinions of friends and loved ones, even before they actually decide to make a purchase. With PollCart, you can share your shopping experience in the same way you share your status updates, moods and feelings through your favorite social media platforms. We ultimately aim to empower consumers and help them make informed purchased based on the opinions and suggestions of real people they actually trust!

From Cart to Checkout: PollCart Thoughts on Reducing the Abandoned Shopping Cart Phenomenon

Various strategies for reducing abandoned shopping carts

The international band of technologists, business experts and people of mystery known as the PollCart team got together to review how the PollCart system encourages additional customer engagement and additional sales.  As you can imagine, security was deployed as crowds rushed the conference room to hear the insights.  Since we didn’t want you to brave the alligator-filled moats around the vast and palatial PollCart headquarters, we thought we’d share it with you.

We took a look at this article from VWO.com about reducing shopping cart abandonment.  VWO provided a very scientific and mathy formula for calculating a “cart abandonment rate,” or as we refer to it, CAR.

CAR = 1 – (Number of Orders Placed/Number of Shopping Carts Created)

That looks complicated and official.  And probably peer reviewed and carved into a stone tablet.  But what does this tell us?

Here is what is important and how it impacts online retailers:

  • The abandonment rate in the home retail industry is almost 74%.
  • The abandonment rate in the fashion industry is almost 75%.
  • The abandonment rate in the travel industry is an astounding 81%.

You are a retailer.  You put work into developing or curating your products.  You spend a lot of time and money developing a website.  You spend a lot of time and money on an SEO and marketing strategy.  Customers show up.  Customers choose products.  Customers leave.

How do you get those customers to pull the trigger and buy when they are clearly interested enough in your products to put them in a shopping cart?

Customers abandon shopping carts primarily for encountering unexpected costs.  Often, these costs involve shipping, but there can be tax and service fees.  It may be difficult to get these customers back.

However, the next largest category of lost customers are those who were just browsing.  Can they be tempted into buying?  What if there were a mechanism for them to show their friends?  Perhaps Social Commerce, where individuals online share their shopping experience, could induce additional sales, particularly additional sales that would otherwise be lost because they were just browsing.

PollCart gives these customers the ability to get their friends and family involved in the buying the process.  It creates an event around the buying process and puts the buying decision in the hands of trusted people when the customer was ready to abandon the transaction.

PollCart gives the retailer another chance to sell when the sale was already lost!  These are incremental sales for customers in whom you already have an investment!  In addition, you have just reached one, two, five or more potential customers when one potential customer has already vouched for you and your products.  This is word-of-mouth advertising and customer engagement gone viral!