1. shopping

Cart Recovery
World Kitchen’s Recipe
for Revenue
In just over three months, Cart Recovery
helped World Kitchen recover nearly 2,000
abandoned carts. The total revenue in those
carts was over 35 times the cost of an annual
subscription for the app.
CASE STUDY
1-888-276-6861 | bronto.com
W
ith an impressive offering of known and
trusted brands, from Baker’s Secret® to
Pyrex®, World Kitchen products are in the
majority of American homes and sold everywhere from
your local grocery store to the world’s largest retailers.
World Kitchen operates a number of B2C websites that
provide access to an even broader range of products everything from the perfect Corelle® dinnerware platter to a
replacement lid for a favorite CorningWare® casserole dish.
With so many choices, a large percentage of shoppers place
items in their carts but then fail to complete the purchase.
Until recently, World Kitchen had no mechanism for
bringing back shoppers who abandoned their carts.
World Kitchen was far from alone in dealing with
this issue. Forrester Research estimates that 87% of
consumers abandon carts, resulting in $18 billion of
lost revenue annually, and other industry research
confirms that over 70% of all online shopping carts are
abandoned.
Those are astonishing numbers that demonstrate how
abandoned carts clearly impact the profitability of every
online retailer. Based on these insights, World Kitchen chose
to pursue a cart abandonment solution with great urgency.
“I was frantic to get it,“ said Penny
Powell, Director of Ecommerce at World
Kitchen. “Your customer is ‘in the store’
with the product in their hands. They’re
never going to be riper for conversion
than they are at that moment.”
CASE STUDY
When Bronto came out with its Cart Recovery app
last fall, World Kitchen was one of the first to try the
new software. Having already worked with the Bronto
Marketing Platform, World Kitchen was confident that
Cart Recovery would have similar positive attributes.
“It’s very seamless,” Powell said.
“The whole interface is intuitive. It’s
customer-friendly.”
And the technical side of the setup was very developerfriendly. World Kitchen merely needed to insert a small
block of JavaScript on its site. Bronto then took care of the
rest, including:
»» Configuring cart selectors to capture the contents of
the cart
»» Setting up timers in the Cart Recovery app to determine
when carts should be considered abandoned, based on
inactivity or time since last cart update
“It was very quick,” said World Kitchen
web architect Chris Putman. “Bronto
walked us through the whole process.”
Meanwhile, World Kitchen turned to a Bronto strategist for
best practice advice on launching the cart recovery app, as
well as templates for the emails that would be sent to the
owners of the abandoned carts.
World Kitchen set up a three-message cart abandonment
series. Using the app’s CartBeat function, they can
determine in real-time when a cart has been abandoned.
They then used the Bronto Workflow Automation to send
out the first message, a basic reminder, an hour later.
1-888-276-6861 | bronto.com
If the first message receives no response, a
second message is sent out 24 hours after
abandonment. This email includes images of the
products left behind in the cart.
The third message is delivered five days after
the cart was abandoned and has a greater sense
of urgency. It lets the shopper know that their
cart will soon expire and offers an incentive for
returning to complete the purchase.
CASE STUDY
1-888-276-6861 | bronto.com
“There’s nothing better to a marketer
than a campaign where you can set it and
forget it,” Powell said. “It just runs on
its own. We’re getting revenue every day
that we wouldn’t get otherwise.”
In just over three months, Cart Recovery helped World
Kitchen recover nearly 2,000 abandoned carts. The total
revenue in those carts was over 35 times the cost of an
annual subscription for the app.
That’s a phenomenal return on investment, but World
Kitchen is pushing for even more. They have plans to
test new looks, new copy and new subject lines for the
cart recovery messages. Setting up the A/B test will only
require a few clicks and drags in their current workflow.
“Everything is really easy,” Powell said.
Now that World Kitchen has Cart Recovery in place –
supported by the Bronto integration for the Demandware
Commerce Cloud – Powell only has one regret.
“I only wish you’d had it sooner,” she said.
“I would recommend this to anyone. This
needs to be one of your core programs for
any marketer who uses email.”
World Kitchen Benefits From
Bronto/Demandware Partnership
Cart Recovery is just one of the ways that Bronto
is working with Demandware, World Kitchen’s
e-commerce platform provider, to help lift Gross
Merchandise Value (GMV) for World Kitchen.
»» The Bronto integration for the Demandware
Commerce Cloud gives World Kitchen the
ability to send order confirmations from the
Bronto Marketing Platform with a new look
and feel, making the transition to promotional
post-purchase messages a seamless one.
This order confirmation message has had an
impressive open rate of nearly 70%.
»» World Kitchen used Bronto’s Workflow
Automation tool and order data from the
Demandware Commerce Cloud integration to
trigger a message that thanks customers for
their previous purchase and offers a $10 or $20
off incentive. This message produced a 286%
lift in open rate and a 156% increase in click
rate over average promotional messages.
»» Since installing the Bronto Pop-up Manager
application, World Kitchen has doubled the
monthly rate at which it is adding subscribers
to its lists.
It’s all added up to a 9% year-over-year increase
in GMV even though World Kitchen actually cut its
number of email sends by 33 percent over the last
half of 2014.
CASE STUDY
1-888-276-6861 | bronto.com