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3 Essential Retargeting Strategies for Driving Sales

Featured image - retail retargeting strategies
This article originally appeared on IBM’s Watson Customer Engagement.  

In today’s busy and distracting digital world, retargeting is essential for retailers looking to capture all possible revenue. Retargeting strategies can help retail advertisers reach customers who may have browsed items or added products to their digital shopping cart without purchasing. Retargeting can also be used to drive future sales from customers who have already made a purchase.

To effectively harness the power of retargeting to drive sales, make sure you follow these essential strategies.

Reach out to shopping cart abandoners

Not everyone who visits your ecommerce site will make a purchase. Some visitors are only there to browse and research products, while others will add items to their cart and fail to actually hit the “buy” button. Retargeting allows you to reach these would-be customers by pushing them ads on sites like Facebook and Instagram that remind them of the products they were interested in.

Fossil - Retargeting Link Ad

To effectively retarget shopping cart abandoners, try serving ads with an incentive to drive sales. For example, promote a limited-time discount or offer free shipping to motivate audiences to click through your ad and complete their purchase.

Increase customer lifetime value with retargeting

Even once a customer has already made a purchase, you can still use retargeting to drive even more sales. Try retargeting them with products that relate to items they may have already purchase. For example, a customer who recently bought running shoes from your site would be the perfect candidate for retargeted ads featuring matching laces or other accessories that will help them on their run.

Society6 - FB Retargeting Link

Doing this won’t just increase the likelihood that a customer will make another purchase from you. Intelligently retargeting customers with relevant products you know they’ll be interested in can increase their lifetime value (LTV) and help foster customer loyalty.

Take retargeting to the next level with Dynamic Ads

Dynamic Ads not only helps promote relevant products to Facebook and Instagram based on items that shoppers have browsed on your website, but this ad unit also does so in an automated fashion. With Dynamic Ads, you can show multiple products in a mobile-friendly carousel ad format, displaying only items that are still in stock based on your retail inventory. Dynamic Ads allow you to truly “set it and forget it” so you can focus on big picture tasks that allow you to scale your campaigns.

The Gap Dynamic Ad

Dynamic Ads can be used for the strategies mentioned earlier. For example, they can be set up to display items that site visitors may have browsed, or they can feature products that are related to what shoppers already bought.

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