Where To Buy: The Benefits For B2C Brands & Basket Recovery

July 13, 2020

Where to Buy solutions can be used to enhance a business-to-consumer, or ‘B2C/D2C’ strategy. This approach is often overlooked by brands that prefer to sell directly to consumers, however it has been proven to be a successful alternative to traditional basket recovery solutions.

Where to Buy as a basket abandonment tool

An enormous 75% of ecommerce sales are lost to basket abandonment, creating an opportunity for brands to recapture consumers’ attention, regardless of their reason for abandoning a purchase.

This can run entirely separately to the typical B2C strategy, recovering customers that are otherwise lost. As an example, if a shopper attempts to leave a brand’s website before purchasing the items in their basket, Dotter can facilitate a message that says ‘Before you leave... did you know that you can buy this product from all of the following retailers?’

By offering alternatives at the point of exiting a website, brands are able to re-engage consumers, informing them of other ways to purchase and obtain their chosen products. While brands may prefer a B2C approach, this is an incredible way to boost sales. After all... any sale is better than no sale at all!

Hosting this information on the brand’s website means remarketing can easily take place, only sending the consumer elsewhere when they are ready to make a purchase. Keeping this Where to Buy solution on the brand’s site, also means that they can use this information to understand consumers’ preferences and adapt B2C strategies moving forwards.


Reasons people don’t complete a purchase

There are a number of reasons for consumers to abandon a purchase, however many of these can be prevented through the use of a Where to Buy solution.

Here are five of the most common reasons that people abandon a purchase:

  1. Unexpected delivery costs

We all know the pain of getting to the checkout stage of an online purchase, only to find an additional delivery charge added onto the total cost. Of all shoppers, 60% have abandoned a purchase in the last three months as a result of extra costs being too high, while 23% have decided not to purchase, as they were unable to calculate the total order cost upfront.

These statistics highlight the importance of brands being transparent with overall costs throughout the consumer’s journey. Where to Buy solutions are able to present this information to shoppers, as well as showing collection options that can completely remove delivery costs, loyalty driven features such as subscribe and save, etc.

  1. Unattractive delivery options

In today’s fast-paced world, baskets are abandoned due to slow delivery times 18% of the time. Consumers expect a quick and convenient service, often leaving the site to buy from competitors if they cannot find what they need with a particular brand.

Brands can use a Where to Buy solution to appeal to almost every customer preference, highlighting available options at any chosen point. As an example, this could be done at the beginning, explaining delivery and click and collect options, as well as listing stores. Alternatively, brands could share various delivery or collection methods at the point of basket abandonment. Presenting various options with differing delivery times can work to reduce delivery times drastically and grow sales.

  1. Payment or security doubts

People worry about online security, so keeping the number of platforms required to make a purchase to a minimum, is vital in making sure consumers are comfortable.

Out of all shoppers, 19% have abandoned an order, due to having concerns about payment security in the last three months. In addition to this, 8% have abandoned orders due to a lack of suitable payment methods. Where to Buy solutions can help to grow trust and legitimacy, linking brands to select trusted retail partners and giving consumers complete choice over who to purchase from.

  1. Slow, unresponsive or outdated websites

Brand websites that are not updated or optimised to give a good consumer experience can be detrimental to sales. Where to Buy solutions can be added into existing sites by brands, to present up to date information, including live prices, realtime promotions, Store Locator and much more. Presenting the most desirable information in one place, means that users do not need to switch between websites and pages, creating a more smooth and enjoyable experience. 

  1. Too time-consuming

A significant number of people abandon purchases due to a long or confusing checkout experience, with 28% of people listing this as a reason they have abandoned their basket. An enormous 37% of people have also abandoned a purchase in the last three months because the site required them to create an account to place their order.

Only giving these options means that a sizeable percentage of shoppers will be lost on the customer journey. Alternatively, using a Where to Buy solution is a fantastic way to promote various order, collection and delivery options from retailers with whom your shoppers are more likely to have an existing account, avoiding missing out on sales if people don’t want to create an account.

Summary

Where to Buy solutions can fit into existing B2C strategies, only stepping in at the point that they can recover an otherwise lost purchase. Consumers’ varying preferences must be met for brands to increase conversion rates, and Where to Buy solutions work to offer attractive resolutions to commonly found challenges. These ‘campaign shops’ can be adapted to present purchasing options and calls to action in an easily digestible format. This can make the difference between a sale and an abandoned purchase, while giving brands a deeper understanding of consumers’ preferences through analytics.

How can Dotter help?

Dotter is able to design Where to Buy solutions that work to complement brands’ D2C strategy and optimise cart recovery rates, informing customers of various options throughout their buying journey. This enables brands to overcome commonly found challenges and overtake competitors through facilitating shoppers’ demands.


To speak to a member of the Dotter team about how you can implement a Where to Buy solution into your B2C strategy, contact us on theteam@dotter.me

Author: Holly Worthington