Joint Report from Bronto and Demandware Finds 85% of Retailers Fail to Send Product Page Reminders, Risk Losing Significant Revenue

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New research provides insight into top retailers’ strategies for product page and shopping cart marketing to keep and recover greater revenue potential

Bronto Software, leader in commerce marketing automation, today released the first of a two-part “Revenue Recovery” report, an audit of the product page abandonment and shopping cart abandonment strategies of more than 100 U.S. retailers. The first part of the study, which was conducted jointly with Demandware, explored post-abandonment strategies and how retailers can recover revenue once shoppers have left a product page.

Shoppers are now using product pages and shopping carts as tools to transition across devices and between channels - according to the research presented in Bronto’s recent “Consumers Tell All” study, 40% of online shoppers leave items in a shopping cart to view later, on a different device, or in a brick-and-mortar shop. These rates are even higher among digital natives and Millennials. With the proven success of cart reminders in helping to turn potential cart abandonments into conversions, it just makes sense that commerce marketers would take the next step and begin focusing on product page abandonment as well.

“Only 15% of retailers are currently sending at least one product page abandonment email and just 5% of those are sending a series of two reminders. While this may seem low, it is similar to the trends we saw with shopping cart reminders a few years ago and speaks to the growing adoption of product page abandonment follow-up as an effective strategy in the marketing toolbox,” said Jim Davidson, head of research at Bronto Software. “With 85% of retailers not sending product page reminders at all, commerce marketers need to adjust their tactics and strategies surrounding these pivotal moments to facilitate these transitions or risk losing sales.”

The first part of the report focuses on product page abandonment trends such as timing, message content, product, and price and shipping options. It reveals:

  • Timing: How many retailers are sending out product page abandonment reminder email, and how often they are doing that after the shopper left the product page.
  • Message: How retailers craft their product abandonment reminder messages.
  • Product: What retailers include in their product page reminder.
  • Price and Shipping Options: How retailers incorporate pricing and shipping options or saving in their post-abandonment email.

Due to the deep integration of mobile devices into the shopping process, shoppers have more control over when and where they shop, prompting retailers to respond to consumers who expect a seamless experience between devices and channels. This report highlights product page attributes that can cause shoppers to stray and offers tips for commerce marketing post-abandonment tactics.

The second part of the series, which focuses on shopping cart abandonment, will be released in June 2015.

For this study, more than 100 retailers were randomly selected from a set of over 500 retailers. The total set of retailers and the sample uses may include clients of Bronto and/or Demandware, but any inclusion is random.

Download “Revenue Recovery” at

About Bronto Software
Bronto Software provides a cloud-based marketing platform for organizations to drive revenue through their email, mobile and social campaigns. Bronto is the number one ranked email marketing provider to the Internet Retailer Top 1000, with a client roster of leading brands worldwide, including Armani Exchange, Timex, Samsonite and Boot Barn. The Bronto Marketing Platform is deeply integrated with commerce platforms, including Magento, Demandware, NetSuite and MarketLive. The company is headquartered in Durham, NC, with additional offices in London, Sydney, New York and Los Angeles. For more information, visit

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Joanna Horn Stancill
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