An automated program triggered when a product is back in stock, which sends an email to customers who viewed it while it was unavailable.
This demand generation Tactic is enhanced with product recommendations in the same product category, with incentives for leads, defecting and active customers.
It supports the Revenue objective and contributes to the following strategies:
- Convert leads to first-time buyers
- Convert first-time buyers to active customers
- Retain active customers
- Win back defecting customers
- Win back inactive customers
This Tactic looks for back-in-stock items appearing between two uploaded product catalogs. When it has the list of back-in-stock items, it calculates the affinity of customers. All customers are considered who have viewed the the product at least once between 12 hours and the last 90 days.
Automation Center program
The Automation Center program looks like this.
The program starts with a Recurring filter node that runs every day and uses a relational segment that returns all customers who have products back in stock.
The program then waits three days after the initial email before filtering for customers who made a purchase within the last three days. If TRUE, the contact exits the program. If FALSE, a reminder email is sent.