3 recovery automations • Browse, cart & checkout abandonment • Dynamic product recommendations • Email + SMS testing
Goal: Re-engage shoppers who left the site without purchasing and encourage them to complete checkout.
Overview
Following migration to REDO, existing recovery automations required a redesign to improve consistency, merchandising relevance, and long-term maintainability. The browse, cart, and checkout abandonment flows were refreshed with updated creative, messaging, merchandising, and reusable content modules to create a more cohesive recovery experience while supporting product discovery and purchase completion.
KEY CONTRIBUTIONS
• Refreshed browse, cart, and checkout abandonment flows following migration to REDO
• Refined recovery messaging based on customer behavior throughout the purchase journey
• Updated email creative, messaging, and product recommendations to better align with brand standards
• Built reusable content modules to streamline future updates
• Created dynamic merchandising sections featuring cart items, best sellers, and collection recommendations
• Supported timing and SMS-versus-email testing within checkout recovery
• Refined recovery messaging based on customer behavior throughout the purchase journey
• Updated email creative, messaging, and product recommendations to better align with brand standards
• Built reusable content modules to streamline future updates
• Created dynamic merchandising sections featuring cart items, best sellers, and collection recommendations
• Supported timing and SMS-versus-email testing within checkout recovery
REcovery Journey
Browse Abandonment
2 Emails
2 Emails
Customer Behavior
Viewed a product but left without adding to cart.
Viewed a product but left without adding to cart.
Strategy
Reconnect shoppers with products they viewed and encourage them to return to the site.
Reconnect shoppers with products they viewed and encourage them to return to the site.
Optimization
Tested follow-up timing to identify the most effective re-engagement window.
Tested follow-up timing to identify the most effective re-engagement window.
Email Sequence
1 hour → A/B test follow-up timing
1 hour → A/B test follow-up timing
Cart Abandonment
3 Emails
3 Emails
Customer Behavior
Added products to cart but left before checkout.
Added products to cart but left before checkout.
Strategy
Encourage shoppers to return to their cart through product-focused reminders and supporting recommendations.
Merchandising
Featured dynamic cart contents, best sellers, and collection recommendations.
Encourage shoppers to return to their cart through product-focused reminders and supporting recommendations.
Merchandising
Featured dynamic cart contents, best sellers, and collection recommendations.
Email Sequence
1 hour → 18 hours → 2 days
1 hour → 18 hours → 2 days
Checkout Abandonment
2 Emails + 1 SMS Test
2 Emails + 1 SMS Test
Customer Behavior
Started checkout but did not complete purchase.
Started checkout but did not complete purchase.
Strategy
Encourage shoppers to return and complete checkout through reminder messaging and product-focused creative.
Encourage shoppers to return and complete checkout through reminder messaging and product-focused creative.
Optimization
Tested SMS versus email reminders and follow-up timing within the recovery sequence.
Tested SMS versus email reminders and follow-up timing within the recovery sequence.
Email Sequence
1 hour (Email or SMS test) → 20 hours
1 hour (Email or SMS test) → 20 hours
campaign summary
Following the migration to REDO, the browse, cart, and checkout recovery journeys were refreshed with updated creative, dynamic merchandising, and reusable content modules. The updated automations have remained active for nearly a year, continuing to support customer recovery and lifecycle marketing efforts across multiple stages of the purchase journey.
