Marketing database management case study : Tourisme Chaudière-Appalaches
Tourisme Chaudière-Appalaches is developing a major contest to increase its database
An email reminder following an abandoned cart to increase conversions
The Librairies indépendantes du Québec cooperative brings together, under the banner of Les libraires, over 100 independent bookstores in Quebec, the Maritimes and Ontario. These members have the book and the reader at heart as well as the dynamism of the literary milieu.
These bookstores are also united on a transactional site that always offers a choice of more than 1,300,000 French-language paper and digital books.
Their mandate is based on proximity, diversity and service. They are not part of a chain or commercial group and generally have no more than five points of sale. Each of them has its own personality. It is a place of advice where the book is often put forward.
An independent bookseller distinguishes himself by his knowledge and passion of the trade, his professionalism, his quality service and his involvement in his community.
Cooperative of over 100 booksellers
Field of activity
Scope of solution
Province of Quebec, Maritimes and Ontario
Optimizing the use of data
Within the framework of the partnership between LIQ and Dialog Insight, and to optimize the use of data in order to offer more relevant communications, several mandates were carried out. First and foremost, the connectivity of the transaction system for maximum agility in the use of data.
The confinement caused by the pandemic led to an explosion in book purchases. On the Web, many transactions were not completed and not tracked. This was a potential missed revenue opportunity for all booksellers.
In addition, at this time, the holiday season, which brings more buyers than the rest of the year, is fast approaching. It was important not to miss this opportunity for the implementation of the abandonned cart strategy!
The initial mandate was twofold: to create an automated process for the long term, while taking advantage of the peak Christmas period to set up a one-time campaign.
From a technical point of view, the connectivity to the transactional system had to be optimal in order to obtain complete information on abandoned carts.
Target customers who leave one or more items in their shopping cart while shopping on the leslibraires.ca website. This is done through a reminder process that is automatically triggered to stimulate the customer to take action and finalize the transaction. The automation responds to the importance of reacting quickly, at the right time.
Phase 1: Manual sending to target all customers with items remaining in their shopping cart for the last 7 days prior to the deployment of the solution.
Phase 2: Automation of the scenario.
Strategy: 1 email, no follow-up.
Communication axis: Simple reminder accompanied by an offer to call customer service if a difficulty was encountered in completing the transaction. Using Les libraires visual image.
Personnalization: In addition to the basic personalization such as the name:
CTA: To cart
We were already more than pleased with the impact (ROI) of our weekly newsletter, which is rich in content and customized to the customers’ literary preferences. Dialog Insight’s abandonned cart solution has allowed us to impressively monetize our license and recapture those customers who stumbled on a transaction we worked so hard to generate.
Independent booksellers in Quebec can now:
– Benefit from the indisputable impact of the abandoned cart on sales, customer relations and customer engagement.
– Create an additional opportunity to engage with customers who, following the email reminder, request a follow-up when the book is available at the bookstore of their choice. Sometimes, an abandoned cart is simply due to a book being out of stock or to opt for in-store pickup rather than postal delivery. An interaction that turns a less desired situation into a positive!
– The project was carried out in a simple and quick way; the return on investment is immediate.Jean-Benoît DumaisGeneral Manager
Since the implementation of the abandoned cart reminder, 28% of sales generated by our Dialog Insight communications have come from it.
Average open rate
Average click-through rate
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