baumarkt-deutschland reduces abandonment rate by 33%

About baumarkt-deutschland

baumarkt-deutschland is a long-established online shop from the industry and offers a huge selection of products related to your own home. The company attaches great importance to offering its customers individual and special products in addition to the usual standards. This is also the reason why the range is constantly being extended and expanded.

Challenge

Hardware stores are part of the DIY market, which includes building and home improvement stores, garden centres and building material retailers. The entire industry was already experiencing a clear upward trend before the pandemic. Whether it’s own furniture, new tiles or creative decorative elements: In DIY stores we find everything we are looking for for our own homes.

While the target group of online hardware stores was still relatively manageable 20 years ago, the situation has turned around 180 degrees. More and more people from diverse target groups are taking the time to remodel their homes and gardens themselves. These target groups have different expectations of an online shop, which baumarkt-deutschland wants to meet.

At the same time, the industry is a highly competitive market with strong stationary competition, which is why baumarkt-deutschland wants to take advantage of the benefits in e-commerce.

• Meeting the expectations of the new target groups
• Do not lose sight of the existing target group
• Exploiting the advantages of e-commerce

Approach

In order to meet the expectations of the new target groups and also to continue to keep an eye on the traditional customer base, baumarkt-deutschland uses Exit-Intent Popups and Abandoned Cart Emails in both the service and voucher variants.

1. Exploit advantages in e-commerce: Intelligent data processing

The online shop uses all the advantages of e-commerce to gain competitive advantages over the stationary and digital competition. This includes tools such as uptain, which use intelligent data processing to identify the needs of customers.

uptain uses these insights for the individual recovery of shopping cart abandoners and thus not only ensures satisfied customers but also an immediately noticeable increase in sales.

2. Meeting the expectations of the new target groups

The target group expanded by the DIY trend brings its own expectations with it. baumarkt-deutschland meets these expectations with the help of personalised communication on the website. As soon as problems arise and the visitor decides to abandon the purchase, an Exit-Intent Popup appears, which deals with the corresponding reason for abandonment in an individual and solution-oriented manner.

The tool differentiates between various forms of service (e.g. telephone or Whatsapp service) and the voucher variant.

3. Picking up traditional customers

In contrast to this, the online shop mainly picks up its traditional customers with the Abandoned Cart Emails. As soon as they abandon the shopping cart, they receive an email that also addresses their individual needs and convinces them to make a purchase.

In addition to the various forms of service and vouchers, there is also the option of a simple shopping cart reminder for those visitors for whom something has just come up.

4. Strengthening the buying experience across target groups

Since customers differ greatly among the new target groups as well as among the traditional customer base, baumarkt-deutschland leaves it up to uptain to decide on the appropriate approach and tonality.

Various data enable this personalised address (e.g. email address, browser, etc.). In this way, the online shop strengthens the buying experience of its new and existing customers and thus increases the likelihood of a purchase being concluded.

uptain® ALGORITHM x baumarkt-deutschland

With the help of smart technology, the uptain® ALGORITHM recognises whether it is a new or existing customer. If the shopping cart is abandoned, a message tailored to the cart abandoner is played out.

Felix and Miga are in their early 30s and now want to move into a new flat together. Before they start looking for new furniture, they want to change the floor. In order to save on the costs of the workmen, the two have decided to renovate as much as possible themselves.

By searching with the keyword “laminate living room”, they come across baumarkt-deutschland. They find two more online DIY stores and open them in other tabs. On baumarkt-deutschland they quickly find the right laminate and add it to the shopping cart. As they are both still unsure about which accessories are necessary for installation, they want to change tabs to start a Google search.

At this moment, a situationally suitable Exit-Intent Popup appears. While browsing the online shop, uptain has calculated the characteristics and needs of Felix and Miga. The fact that they were constantly switching back and forth between the shopping cart and the product pages indicates a problem that can be solved with the right service.

Therefore, the Exit-Intent Popup is displayed in the service variant. In addition, the name of the service employee appears, so that a relationship of trust is quickly established. Thanks to the intervention, Felix and Miga are new customers at baumarkt-deutschland who will probably place further orders because of their move.

Results

Attracting new target groups while focusing on traditional customers: baumarkt-deutschland’s cooperation with uptain shows that it is possible.