Final answer:
To convert shoe shopping cart additions into purchases, the company can follow up with friendly reminder campaigns, create emotional connections with enticing advertising, and offer money-back guarantees to lower the perceived risk of online purchases. Creating a sense of urgency or demonstrating product popularity can also drive customers to complete their transactions.
Step-by-step explanation:
To bring customers back to buy the shoes they've added to their shopping cart, a shoe company can implement several strategies that tap into consumer psychology and provide extra reassurance. First, companies should consider follow-up campaigns, utilizing pleasant, and non-invasive email reminders, or even a friendly phone call to re-engage the customer's interest. These messages can highlight the product's benefits, and perhaps offer a limited-time discount or incentive to encourage a purchase.
Another powerful technique described in Figure 5.1.9 is creating an emotional connection with the product through storefront displays and advertising that presents the shoes as something that enhances the customer's life beyond their utility. Employing the bandwagon fallacy can also be effective, suggesting through marketing that there's a trend or popularity aspect to making the purchase that the customer wouldn't want to miss out on.
Finally, considering the challenges presented by online shopping—where customers cannot physically interact with the product—a money-back guarantee is a persuasive method of reducing the perceived risk. It signals a promise of quality and can alleviate concerns about making a purchase sight unseen. Companies like L.L. Bean have prospered by combining such guarantees with a reputation for quality, building consumer trust, and encouraging sales through web, mail, or phone orders.