Happily Ever After with Back Market

PRODUCT: Products left behind in a customer's online cart.

CHALLENGE: To create an abandoned cart email that won't be binned for Back Market using their well-down cheeky, humorous, and light-hearted tone.

INSIGHT: I wanted to tap into that fear that motivates consumers to purchase when they find out that a product they were eyeing is about to be sold out. It's reminiscent of the romantic comedy trope where one of the main characters don't know how they feel until their love interest almost become the one that got away.

STRATEGY: Created that sense of urgency by playing into the romantic-comedy trope of a lover running through the airport to confess their feelings and finally achieve their happily ever after. In this case, finally buying that product the customer has been on the fence about and achieving happiness by finally making the decision to commit.

PROPOSITION: The One That Got Away Is Your Dream Phone

SUBJECT: Your cart is about to move on…

PREVIEW: Stop them and admit your feelings before it’s too late.