Increasing Shopping Cart Conversion with Salesforce
The Challenge
Positioned as a very high touch and personalised business, the in-store experience has not necessarily been supported by the digital experience, which is seen to be lagging other retailers. In particular, the ability to track customer behaviour and guide customers to buying decisions through their lifecycle was not possible. Customers were abandoning shopping carts, and M.J. Bale were unclear on how to reduce the leakage.
Enter Interaction Studio!
The Approach
Merkle used interaction studio to track visitors across the website, understand their affinities and deliver product recommendations at key moments.
Merkle started the engagement by working with M.J. Bale on audience design and mapping affinities by audience. This led to a series of new journey designs across web and email channels, supported by providing copy and a new messaging strategy designed to drive persuasion to the relevant channel.
Merkle then helped activate Interaction Studio on the M.J. Bale website which enabled ongoing tracking and measurement.
Innovating to Impact
Merkle transformed M.J. Bale’s lagging digital experience by implementing Interaction Studio to track customer behaviour in real time, map audience affinities, and deliver personalised product recommendations at critical moments. By redesigning customer journeys across web and email and activating continuous behavioural tracking, Merkle enabled M.J. Bale to reduce cart abandonment, guide customers more effectively through their buying lifecycle, and bring their high‑touch in‑store experience into the digital world.
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