In recent months I have learned of a cruel, mean, horrible activity, never-to-be-done by right-thinking, community-minded folk. These persons have realized that if they load up an online shopping cart, then abandon it, they will be part of statistics over which the whole online vending world is weeping and gnashing its teeth.
Evidently the #1 cause of cart abandonment is that people on some level decide they don’t like the deal, so they bag out. Second commonest cause is they don’t want to have to set up an account. If you read down the list, though, nowhere on that list is the most devastating (and of course naturally discouraged with every fiber of my being) form of abandonment: wrathful, targeted semi-abandonment.
How’s that work? The awful, corporation-hating big meanies who do this terrible thing, who obviously don’t return their shopping carts and always flick their cigarette butts on the ground after smoking them only eight feet away from a window (in Washington, 25′), use a browser that will remember its past sessions. They do not close the shopping session tab before closing the browser, so when it wakes up the next day, the cart is still full. That full cart is still affecting the vendor’s inventory and sales, which is just dastardly. It’s the fundamental equivalent of going to the grocery store, filling your cart, and walking out without it–except that a) the online stuff won’t spoil, and b) with no existing login or password, the online vendor has no way to identify the culprit and punish him or her. It’s cruel and unusual, on a par with cat juggling and overdone steak.
That of course is bad enough, but at some point I believe most online merchants could get past that by dumping the abandoned cart themselves if it had no changes for some time. What if there were daily changes? That would be the most detrimental. Someone piles up, say, $300K of crap in the cart, then on a daily basis adds a votive candle or a $5 bar of soap or somesuch? Never checks out? Awful, I tell you. If someone does that, the cart never dumps, and keeps getting bigger. It could be very harmful to inventory control and their rightful profits. And worst of all, they have no real way to address it. It’s their worst nightmare.
I could never encourage anyone to be so unkind to an online vendor who means only to make honest profit by being truthful with consumers and treating employees well, while adhering to the corporate vision of ramping up actionable items and solutioning problems to create maximum shareholder value. And branding. Much branding. More branding than a cattle pen in springtime.
Remember: wealthy people’s increased wealth depends upon you never being mean to them, no matter how their companies treat you, the public, the land, the economy, and kittens.