Abandon online shopping cart? - call cloud customer service

London Mayor Boris Johnson may have lost a few fans over the years by backing George Bush and saying that he was actively “inculcating” his children in the benefits of a Tory government, but the London 2012 Olympics has probably absolved him of any public castigation for some months to come.

Perfect timing then for silver-haired superintendent to get back to what he loves doing most in the months ahead i.e. extolling the virtues of British business and small business entrepreneurship.

London TechCity start-up cloud.IQ is aiming to resonate with this tune by proving cloud-based multi-channel marketing apps to smaller mid-market firms who have as yet failed to harness commercial web application usage to its full potential.

In terms of services, cloud.IQ offers a smart 0800 number option for managing and routing calls, a ‘cart recovery’ function which claims to be able to “recover one in five abandoned shopping carts and increase sales” and a QR code tool to generate and manage QR codes to drive traffic to mobile sites.

But is this just a set of online promotional tools with a ‘small business’ and ‘cloud’ label tagged on for the sake of marketing spin?

The firm says that it is aiming to do for the world of multi-channel marketing what salesforce.com did to CRM: make it simple for any business to get hold of apps to improve their “customer conversion” factor.

Using these tools, firms will be able (it is claimed) to track the 75% of website shopping baskets that get abandoned (according to Forrester Research) before they are completed and deploy remarketing campaigns to recover the opportunity before they go somewhere else.

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According to a company press statement, “Functionally, cloud.IQ has developed market leading technology which allows organisations to manage their marketing communications simultaneously across multiple channels including text, phone, email, web, mobile web and social media all via a single interface.”

It’s true, Reuters reported the below comments in June of this year.

“I’ve noticed recently that more stores have begun emailing me about an abandoned’ shopping cart, although usually to just ask if I had “trouble checking out,” says dealnews features director Lindsay Sakraida. “The more clever retailers will offer enticement in their email, to make you reconsider the purchase.”

Good news for businesses then, possibly slightly annoying for some consumers or indeed perhaps not… possibly useful for consumers who genuinely do abandon carts out of frustration with website operations.

After all, how many times have you walked away from your shopping in the supermarket?

Roughly never, right?