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Listrak Helps Etailers Better Know Their Customers

Listrak has incorporated new features into its email marketing platform that give its users analytic and behavioral targeting capabilities. It also has brought more oomph to its shopping cart abandonment dashboard by developing more granular metrics for it.

Listrak

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Those are the top changes for the latest release, Version 4.11, according to Brand Manager Heather Bonura. The company has added a number of minor changes and tweaks that enhance its user-friendliness, social sharing and other capabilities.

“The addition of our Customer Purchase Metrics sync, though, is a major differentiator for us,” Bonura told CRM Buyer.

Analytics in the Marketing Stream

The Customer Purchase Metrics sync is the ubheadsource of the aforementioned behavioral targeting and greater analytic capabilities. With this release, Listrak has added an API that integrates a retailer’s customer data and purchase information into the email marketing application, explained Bonura.

With this information, the application is then able to analyze a variety of customer purchase data: lifetime spend broken out by one, two and three years; total number of orders; first and last order date; the average time between orders; recently purchased products; and projected next order date.

“Retailers can then segment and target their email marketing based on how engaged the particular customer is,” Bonura said. “It can use that data to determine if he or she should be offered a discount or special offer to buy something again or, conversely, not to offer that discount if it is clear that this customer regularly purchases from the retailer.”

The new functionality complements Listrak’s existing email trigger messaging system, which lets users set up a campaign based on how the customer interacts with the email. In other words, a click on a certain link will take the user down one particular path, while another click might go to a different link. By incorporating analytics data — say the user is a male who shops infrequently — a new series of triggers can be established for that person.

Shopping Cart Abandonment

The new version also provides more granular insight into what is happening with abandoned shopping carts, Bonura said.

With typical shopping cart abandonment dashboards, retailers can see only top line data — such as 1,000 people abandoned a cart, and 30 percent eventually came back and made a purchase based on a campaign.

The new metrics allow retailers to see exactly which products are being abandoned in the carts and at what rates, said Bonura, as well as which products are drawing consumers back again.

New KPIs include total number of carts abandoned and recovered, identified and guest abandoners, reachable abandoners, plus revenue breakdown details on abandoned and recovered products.

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