CASE STUDY JD WILLIAMS GROUND-BREAKING TEST THE CHALLENGE As one of the UK’s leading online fashion retailers, N Brown Group constantly seeks to reduce basket abandonment rates – in order to drive greater returns from e-commerce. Average abandonment rates stand at around 69%, according to research from the Baynard Institute. Basket abandonment costs UK retailers up to £1 billion in lost revenue. 1 Slow page load and complexity of forms are just two of the reasons customers give for failing to complete the purchase journey. N Brown Group already had a basket abandonment remediation strategy in place for its JD Williams brand. They sent two permissioned emails to customers who had abandoned their baskets, with retargeted banner ads also encouraging reconsideration. Whi

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