Basket Abandonment Program

James Villa Holidays

hungryhouse is the UK`s premier online platform for takeaway and food delivery, offering customers across the UK their favourite takeaway food from a choice of over 10,000 restaurants.

From Pizza to Thai, Chinese to Sushi, customers are able to order their desired takeaway straight to their doorstep without having to even leave the sofa.

The Objective

Similar to a number of online takeaway ordering platforms, hungryhouse were experiencing a high volume of abandoned carts. They therefore required a new basket abandonment program to replace their existing solution, with the intention to increase the revenue recovered from lost sales.

These customers have clearly expressed an interest in placing an order by adding items to their basket, and it could be as simple as an everyday distraction or an alternative option which has caused them to abandon their food order. hungryhouse wanted to ensure that these lost baskets were converted into sales by encouraging the customer to log back in and continue with their order.

The Solution

What did Emailcenter do?

Shopping baskets can be abandoned for a number of reasons, however, customers are less likely to log back onto the site if they have to enter their entire order again. Therefore, recovery emails are a perfect solution to remind customers that they haven’t gone through with their purchase and that they can simply log back in and pick up when they left off.

Emailcenter worked with hungryhouse to implement a successful basket abandonment program which would provide the customer with a reminder email shortly after their basket was considered abandoned. The email would contain a message addressed to the customer, including details of the order and a direct link where the transaction can be completed. This was an important element to the solution, as hungryhouse wanted to ensure that it was an easy process for the customer to click through to the site and continue with their order.


What was the Outcome of the Project?

hungryhouse are extremely pleased with the outcome of the project and in the first full month following the implementation of the project, they experienced a 2.6% sales uplift and a recovery rate of 6%. With Britain spending £29.4 Billion on takeaways every year (vouchercodes,2014), these recovered sales were a crucial part of the email marketing strategy at hungryhouse. Previously sending around 2000 abandoned cart emails per month, hungryhouse are now sending up to 10,000 per month allowing them to recover more lost sales.

“After experiencing a number of lost orders to due to abandoned carts, Emailcenter provided us with an efficient solution that has since seen an increase in sales and more importantly a more enjoyable user experience for our customers; helping to ensure we are ‘the easy way to take away’.”

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