Shopping cart abandonment is something that is talked about a lot in internet marketing circles and web development discussions. In the internet world this is a phenomenon that everyone is working to avoid. If you have added something to your shopping cart it is the sites top priority for you to complete the transaction.
As much time as I spend online, I don't really do much shopping online, with the exception of the occasional book or CD that I order from Amazon
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Today Ann and I visited the new IKEA in our area. The store has been open for a couple of weeks now and we were finally able to get within two city blocks of the store. This is not an experience that I want to have again. It took us over an hour just to walk through the store. There are a few shortcuts, but for the most part, if you are not going with the flow, you will get run over.
When you walk in the door, they herd everyone up the escalator to the second floor. Once you have made it through the second floor, you can make your way down to the first floor, where all of the small items are that you can actually put into your basket.
We finally made it through the first floor and I began to see the light from the front doors. I thought we were almost home free. Not a chance.
We got to the front where all of the checkout counters are and there must have been 30 or 40 checkout counters and at least twenty people in each line.
Well, there was no way I was going to stand in line for another minute to buy the three items in our basket. So, what did I do? You guessed it. I left the basket right there and walked out the door - shopping cart abandonment.
I don't have any illusions about whether or not the few things that we decided not to buy will make a dent in the daily revenue for this store, but I also know that for all the money they have spent to get people into the store, they should make a way for people who want to buy a few small things to be able to do it without spending the better part of the day there.
I have read lots of good things about the founder of this concept and I know he is worth several billion dollars because of it, so I tip my hat to him. They have a lot of very cool things there. They have just about anything you could possibly want for your home and at very reasonable prices.
That is the key. If you need lots of furniture and you have a limited budget, IKEA is the place to go. If you need a few little things then go to WalMart. You will be in and out in less time than it would take you to find a parking place at IKEA.
Have a great day!
Ken