Mobile Commerce Daily – Victoria’s Secret is combating shopping cart abandonment by enabling its mobile site shoppers to tap a button that lets them instantly add a valid promotion to their shopping carts, eliminating the need to manually type in discount codes on the checkout page.
The lingerie giant – which is currently undergoing some restructuring of its businesses – is attempting to prompt more consumers to complete a transaction on its mobile site by implementing a new commerce-friendly feature. Individuals browsing the brand’s daily offers or product pages will now spot a small button bearing the name of an eligible promotional code, which they may tap to add into their virtual baskets, ensuring they will not miss an available discount or freebie.
“If online shopping is not easy and convenient, consumers are highly likely to forgo the final purchase,” said Laura Sossong, senior consultant at Boston Retail Partners. “According to a recent study, nearly 70 percent of shoppers abandon their online shopping cart.
“By making it simpler to purchase merchandise at a discount, Victoria’s Secret is providing shoppers with an elevated incentive to buy more often and in larger quantities – and reduce cart abandonment.”