In the offline world, it is not uncommon for a customer to get so far as to take an item to the sales counter before deciding they don't want it.

While a savvy sales clerk might talk that customer into reconsidering, they can hardly spend the rest of their day following a consumer around with follow-up offers.

But they can online. The concept of retargeting consumers with advertising in the hope they might complete an action – such as finalising an abandoned purchase – is now common practice among many online retailers and other transaction-based organisations.

- Brad Howarth, CMO

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