When online shoppers discover an item they are interested in is out-of-stock, they quickly move on to search somewhere else. But what if e-commerce retailers could not only save the sale, but reengage that shopper in the future by capturing their e-mail? This is the challenge Sportsman’s Warehouse set out to conquer.
Sportsman’s Warehouse serves outdoor enthusiasts with hunting, fishing, camping and shooting merchandise in 90 retail stores and an e-commerce site. The retailer sought to bolster its e-commerce platform by acquiring the contact information of new online consumers, optimizing its merchandising strategy based on localized insight, and re-engaging consumers when they encountered an initial barrier to sale.
To accomplish all of this, Sportsman’s Warehouse adopted the customer engagement platform MyAlerts, implementing personalized alerting functionality for visitors across its entire e-commerce platform.
Sportsman’s Warehouse has been live on the system since November of last year, hitting its implementation deadline goals of being live within 60 days. On its website, visitors are given the ability to subscribe (via a single e-mail input) to track out-of-stock items. Shoppers are automatically alerted when products come back in stock, with direct links to relevant e-commerce pages.
Since the launch, “tens of thousands of people have signed up,” Mike Van Orden, CTO, Sportsman’s Warehouse, tells RIS.
“We are always looking for additional services to our customers, and this we felt would be something our customers would appreciate,” he explains. “The fact that we’re capturing e-mail addresses gives us the ability to market to those customers. After we went live, the visibility into what our customers are actually demanding was very beneficial to see.”
Myalerts provides Sportsman’s Warehouse access to a visual dashboard of all relevant information. Within that dashboard a series…