Abandoned shopping carts give retailers valuable information about customers | University of Tartu
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Contacts of UT units

Faculty of Arts and Humanities
Faculty phone: 
(+372) 737 5341
Faculty address: 
Jakobi 2 - 116-121, 51014, Tartu
  • Dean's Office
    Faculty phone: 
    + 372 737 5341
    Faculty address: 
    Jakobi 2, rooms 116 - 121, 51014, Tartu
  • Institute of History and Archaeology
    Faculty phone: 
    (+372) 737 5651
    Faculty address: 
    Jakobi 2, 51003, Tartu
  • Institute of Estonian and General Linguistics
    Faculty phone: 
    (+372) 737 5221
    Faculty address: 
    Jakobi 2, 51014, Tartu
  • Institute of Philosophy and Semiotics
    Faculty phone: 
    (+372) 737 5314
    Faculty address: 
    Jakobi 2, III, rooms 309-352, 51014, Tartu
  • Institute of Cultural Research
    Faculty phone: 
    (+372) 737 5223
    Faculty address: 
    Ülikooli 16, 51003, Tartu
  • School of Theology and Religious Studies
    Faculty phone: 
    (+372) 737 5301
    Faculty address: 
    Ülikooli 18-310, 50090, Tartu
  • College of Foreign Languages and Cultures
    Faculty address: 
    Lossi 3, 51003, Tartu
  • Viljandi Culture Academy
    Faculty phone: 
    (+372) 435 5232
    Faculty address: 
    Posti 1, 71004, Viljandi
Faculty of Social Sciences
Faculty phone: 
(+372) 737 5957
Faculty address: 
Lossi 36, 51003, Tartu
  • Dean's Office
    Faculty phone: 
    + 372 737 5900
    Faculty address: 
    Lossi 36, 51003, Tartu
  • Institute of Education
    Faculty phone: 
    (+372) 737 6440
    Faculty address: 
    Salme 1a, room 29, 50103, Tartu
  • Johan Skytte Institute of Political Studies
    Faculty phone: 
    (+372) 737 5582
    Faculty address: 
    Lossi 36, roomm 301, 51003, Tartu
  • School of Economics and Business Administration
    Faculty phone: 
    (+372) 737 6310
    Faculty address: 
    J. Liivi 4, 50409, Tartu
  • Institute of Psychology
    Faculty phone: 
    (+372) 737 5902
    Faculty address: 
    Näituse 2, 50409, Tartu
  • School of Law
    Faculty phone: 
    (+372) 737 5390
    Faculty address: 
    Näituse 20, 50409, Tartu
  • Institute of Social Studies
    Faculty phone: 
    (+372) 737 5188
    Faculty address: 
    Lossi 36, 51003, Tartu
  • Narva College
    Faculty phone: 
    (+372) 740 1900
    Faculty address: 
    Raekoja plats 2, 20307, Narva
  • Pärnu College
    Faculty phone: 
    (+372) 445 0520
    Faculty address: 
    Ringi 35, 80012, Pärnu
Faculty of Medicine
Faculty phone: 
(+372) 737 5326
Faculty address: 
Ravila 19, 50411, Tartu
  • Dean's Office
    Faculty phone: 
    (+372) 737 5326
    Faculty address: 
    Ravila 19, 50411, Tartu
  • Institute of Biomedicine and Translational Medicine
    Faculty phone: 
    +(372) 737 4210
    Faculty address: 
    Biomeedikum, Ravila 19, 50411, Tartu
  • Institute of Pharmacy
    Faculty phone: 
    (+372) 737 5286
    Faculty address: 
    Nooruse 1, 50411, Tartu
  • Institute of Dentistry
    Faculty phone: 
    (+372) 731 9856
    Faculty address: 
    Raekoja plats 6, 51003, Tartu
  • Institute of Clinical Medicine
    Faculty phone: 
    (+372) 737 5323
    Faculty address: 
    L. Puusepa 8, 51014, Tartu, Eesti
  • Institute of Family Medicine and Public Health
    Faculty phone: 
    (+372) 737 4190
    Faculty address: 
    Ravila 19, 50411 Tartu
  • Institute of Sport Sciences and Physiotherapy
    Faculty phone: 
    (+372) 737 5360
    Faculty address: 
    Jakobi 5-205, 51014, Tartu
Faculty of Science and Technology
Faculty phone: 
(+372) 737 5820
Faculty address: 
Vanemuise 46-208, 51014, Tartu
  • Dean's Office
    Faculty phone: 
    (+372) 737 5820
    Faculty address: 
    Vanemuise 46 - 208, 51014, Tartu
  • Institute of Computer Science
    Faculty phone: 
    (+372) 737 5445
    Faculty address: 
    J. Liivi 2, 50409, Tartu
  • Estonian Marine Institute
    Faculty phone: 
    (+372) 671 8902
    Faculty address: 
    Mäealuse 14, 12618, Tallinn
  • Institute of Physics
    Faculty address: 
    W. Ostwaldi Str 1, 50411, Tartu
  • Institute of Chemistry
    Faculty phone: 
    (+372) 737 5261
    Faculty address: 
    Ravila 14a, 50411, Tartu
  • Institute of Mathematics and Statistics
    Faculty phone: 
    (+372) 737 5860
    Faculty address: 
    J. Liivi 2, 50409, Tartu
  • Institute of Molecular and Cell Biology
    Faculty phone: 
    (+372) 737 5011
    Faculty address: 
    Riia 23, 23b-134, 51010, Tartu
  • Institute of Technology
    Faculty phone: 
    (+372) 737 4800
    Faculty address: 
    Nooruse 1, 50411, Tartu
  • Institute of Ecology and Earth Sciences
    Faculty phone: 
    (+372) 737 5835
    Faculty address: 
    Vanemuise 46, 51014, Tartu
Institutions
  • Library
    Faculty phone: 
    (+372) 737 5702
    Faculty address: 
    W.Struve 1, 50091, Tartu
  • Youth Academy
    Faculty phone: 
    (+372) 737 5581
    Faculty address: 
    Lossi 38, 51003, Tartu
  • Estonian Genome Center
    Faculty phone: 
    (+372) 737 4000
    Faculty address: 
    Riia 23b, 51010, Tartu
  • Museum
    Faculty phone: 
    (+372) 737 5674
    Faculty address: 
    Lossi 25, 51014, Tartu
  • University of Tartu Natural History Museum and Botanical Garden
    Faculty phone: 
    (+372) 737 6076
    Faculty address: 
    Vanemuise 46, 51014, Tartu
Support Units
  • Administrative Office
    Faculty phone: 
    (+372) 737 5606
    Faculty address: 
    Ülikooli 18a, 51014, Tartu
  • University Office in Tallinn
    Faculty phone: 
    +372 737 6600
    Faculty address: 
    Teatri väljak 3, 10143 Tallinn
  • Estates Office
    Faculty phone: 
    (+372) 737 5137
    Faculty address: 
    Ülikooli 18a, 51014, Tartu
  • Finance Office
    Faculty phone: 
    (+372) 737 5125
    Faculty address: 
    Jakobi 4, 51014, Tartu
  • Information Technology Office
    Faculty phone: 
    (+372) 737 6000, arvutiabi: 737 5500
    Faculty address: 
    Ülikooli 18a, 51014, Tartu
  • Internal Audit Office
    Faculty address: 
    Ülikooli 17-114, 51014, Tartu
  • Marketing and Communication Office
    Faculty phone: 
    (+372) 737 5687
    Faculty address: 
    Ülikooli 18, ruum 210, 50090, Tartu
  • Office of Academic Affairs
    Faculty phone: 
    (+372) 737 6215
    Faculty address: 
    Ülikooli 18, 50090, Tartu
  • Office of Research and Development
    Faculty phone: 
    (+372) 737 6192
    Faculty address: 
    Lossi 3, III korrus, 51003, Tartu
  • Human Resources Office
    Faculty phone: 
    (+372) 737 5145
    Faculty address: 
    Ülikooli 18, rooms 302 and 304, 50090, Tartu
  • Rector's Strategy Office
    Faculty phone: 
    (+372) 737 5600
    Faculty address: 
    Ülikooli 18, 51014, Tartu
  • Student Council
    Faculty phone: 
    (+372) 737 5400
    Faculty address: 
    Ülikooli 18b, 51014, Tartu
Other Units
  • University of Tartu Academic Sports Club
    Faculty phone: 
    +372 737 5371
    Faculty address: 
    Ujula 4, 51008 Tartu
  • Tartu Student Village
    Faculty phone: 
    +372 740 9959
    Faculty address: 
    Narva mnt 25, 51013 Tartu
  • Tartu Students’ Club
    Faculty phone: 
    +372 730 2400
    Faculty address: 
    Kalevi 24, 51010 Tartu
  • University of Tartu Press
    Faculty phone: 
    +372 737 5945
    Faculty address: 
    W. Struve 1, 50091 Tartu
  • Tartu University Hospital
    Faculty address: 
    L. Puusepa 1a, 50406 Tartu
  • University of Tartu Foundation
    Faculty phone: 
    +372 737 5852
    Faculty address: 
    Ülikooli 18, 50090 Tartu
  • View all other units

Contacts of UT units

Faculty of Arts and Humanities
Faculty phone: 
(+372) 737 5341
Faculty address: 
Jakobi 2 - 116-121, 51014, Tartu
  • Dean's Office
    Faculty phone: 
    + 372 737 5341
    Faculty address: 
    Jakobi 2, rooms 116 - 121, 51014, Tartu
  • Institute of History and Archaeology
    Faculty phone: 
    (+372) 737 5651
    Faculty address: 
    Jakobi 2, 51003, Tartu
  • Institute of Estonian and General Linguistics
    Faculty phone: 
    (+372) 737 5221
    Faculty address: 
    Jakobi 2, 51014, Tartu
  • Institute of Philosophy and Semiotics
    Faculty phone: 
    (+372) 737 5314
    Faculty address: 
    Jakobi 2, III, rooms 309-352, 51014, Tartu
  • Institute of Cultural Research
    Faculty phone: 
    (+372) 737 5223
    Faculty address: 
    Ülikooli 16, 51003, Tartu
  • School of Theology and Religious Studies
    Faculty phone: 
    (+372) 737 5301
    Faculty address: 
    Ülikooli 18-310, 50090, Tartu
  • College of Foreign Languages and Cultures
    Faculty address: 
    Lossi 3, 51003, Tartu
  • Viljandi Culture Academy
    Faculty phone: 
    (+372) 435 5232
    Faculty address: 
    Posti 1, 71004, Viljandi
Faculty of Social Sciences
Faculty phone: 
(+372) 737 5957
Faculty address: 
Lossi 36, 51003, Tartu
  • Dean's Office
    Faculty phone: 
    + 372 737 5900
    Faculty address: 
    Lossi 36, 51003, Tartu
  • Institute of Education
    Faculty phone: 
    (+372) 737 6440
    Faculty address: 
    Salme 1a, room 29, 50103, Tartu
  • Johan Skytte Institute of Political Studies
    Faculty phone: 
    (+372) 737 5582
    Faculty address: 
    Lossi 36, roomm 301, 51003, Tartu
  • School of Economics and Business Administration
    Faculty phone: 
    (+372) 737 6310
    Faculty address: 
    J. Liivi 4, 50409, Tartu
  • Institute of Psychology
    Faculty phone: 
    (+372) 737 5902
    Faculty address: 
    Näituse 2, 50409, Tartu
  • School of Law
    Faculty phone: 
    (+372) 737 5390
    Faculty address: 
    Näituse 20, 50409, Tartu
  • Institute of Social Studies
    Faculty phone: 
    (+372) 737 5188
    Faculty address: 
    Lossi 36, 51003, Tartu
  • Narva College
    Faculty phone: 
    (+372) 740 1900
    Faculty address: 
    Raekoja plats 2, 20307, Narva
  • Pärnu College
    Faculty phone: 
    (+372) 445 0520
    Faculty address: 
    Ringi 35, 80012, Pärnu
Faculty of Medicine
Faculty phone: 
(+372) 737 5326
Faculty address: 
Ravila 19, 50411, Tartu
  • Dean's Office
    Faculty phone: 
    (+372) 737 5326
    Faculty address: 
    Ravila 19, 50411, Tartu
  • Institute of Biomedicine and Translational Medicine
    Faculty phone: 
    +(372) 737 4210
    Faculty address: 
    Biomeedikum, Ravila 19, 50411, Tartu
  • Institute of Pharmacy
    Faculty phone: 
    (+372) 737 5286
    Faculty address: 
    Nooruse 1, 50411, Tartu
  • Institute of Dentistry
    Faculty phone: 
    (+372) 731 9856
    Faculty address: 
    Raekoja plats 6, 51003, Tartu
  • Institute of Clinical Medicine
    Faculty phone: 
    (+372) 737 5323
    Faculty address: 
    L. Puusepa 8, 51014, Tartu, Eesti
  • Institute of Family Medicine and Public Health
    Faculty phone: 
    (+372) 737 4190
    Faculty address: 
    Ravila 19, 50411 Tartu
  • Institute of Sport Sciences and Physiotherapy
    Faculty phone: 
    (+372) 737 5360
    Faculty address: 
    Jakobi 5-205, 51014, Tartu
Faculty of Science and Technology
Faculty phone: 
(+372) 737 5820
Faculty address: 
Vanemuise 46-208, 51014, Tartu
  • Dean's Office
    Faculty phone: 
    (+372) 737 5820
    Faculty address: 
    Vanemuise 46 - 208, 51014, Tartu
  • Institute of Computer Science
    Faculty phone: 
    (+372) 737 5445
    Faculty address: 
    J. Liivi 2, 50409, Tartu
  • Estonian Marine Institute
    Faculty phone: 
    (+372) 671 8902
    Faculty address: 
    Mäealuse 14, 12618, Tallinn
  • Institute of Physics
    Faculty address: 
    W. Ostwaldi Str 1, 50411, Tartu
  • Institute of Chemistry
    Faculty phone: 
    (+372) 737 5261
    Faculty address: 
    Ravila 14a, 50411, Tartu
  • Institute of Mathematics and Statistics
    Faculty phone: 
    (+372) 737 5860
    Faculty address: 
    J. Liivi 2, 50409, Tartu
  • Institute of Molecular and Cell Biology
    Faculty phone: 
    (+372) 737 5011
    Faculty address: 
    Riia 23, 23b-134, 51010, Tartu
  • Institute of Technology
    Faculty phone: 
    (+372) 737 4800
    Faculty address: 
    Nooruse 1, 50411, Tartu
  • Institute of Ecology and Earth Sciences
    Faculty phone: 
    (+372) 737 5835
    Faculty address: 
    Vanemuise 46, 51014, Tartu
Institutions
  • Library
    Faculty phone: 
    (+372) 737 5702
    Faculty address: 
    W.Struve 1, 50091, Tartu
  • Youth Academy
    Faculty phone: 
    (+372) 737 5581
    Faculty address: 
    Lossi 38, 51003, Tartu
  • Estonian Genome Center
    Faculty phone: 
    (+372) 737 4000
    Faculty address: 
    Riia 23b, 51010, Tartu
  • Museum
    Faculty phone: 
    (+372) 737 5674
    Faculty address: 
    Lossi 25, 51014, Tartu
  • University of Tartu Natural History Museum and Botanical Garden
    Faculty phone: 
    (+372) 737 6076
    Faculty address: 
    Vanemuise 46, 51014, Tartu
Support Units
  • Administrative Office
    Faculty phone: 
    (+372) 737 5606
    Faculty address: 
    Ülikooli 18a, 51014, Tartu
  • University Office in Tallinn
    Faculty phone: 
    +372 737 6600
    Faculty address: 
    Teatri väljak 3, 10143 Tallinn
  • Estates Office
    Faculty phone: 
    (+372) 737 5137
    Faculty address: 
    Ülikooli 18a, 51014, Tartu
  • Finance Office
    Faculty phone: 
    (+372) 737 5125
    Faculty address: 
    Jakobi 4, 51014, Tartu
  • Information Technology Office
    Faculty phone: 
    (+372) 737 6000, arvutiabi: 737 5500
    Faculty address: 
    Ülikooli 18a, 51014, Tartu
  • Internal Audit Office
    Faculty address: 
    Ülikooli 17-114, 51014, Tartu
  • Marketing and Communication Office
    Faculty phone: 
    (+372) 737 5687
    Faculty address: 
    Ülikooli 18, ruum 210, 50090, Tartu
  • Office of Academic Affairs
    Faculty phone: 
    (+372) 737 6215
    Faculty address: 
    Ülikooli 18, 50090, Tartu
  • Office of Research and Development
    Faculty phone: 
    (+372) 737 6192
    Faculty address: 
    Lossi 3, III korrus, 51003, Tartu
  • Human Resources Office
    Faculty phone: 
    (+372) 737 5145
    Faculty address: 
    Ülikooli 18, rooms 302 and 304, 50090, Tartu
  • Rector's Strategy Office
    Faculty phone: 
    (+372) 737 5600
    Faculty address: 
    Ülikooli 18, 51014, Tartu
  • Student Council
    Faculty phone: 
    (+372) 737 5400
    Faculty address: 
    Ülikooli 18b, 51014, Tartu
Other Units
  • University of Tartu Academic Sports Club
    Faculty phone: 
    +372 737 5371
    Faculty address: 
    Ujula 4, 51008 Tartu
  • Tartu Student Village
    Faculty phone: 
    +372 740 9959
    Faculty address: 
    Narva mnt 25, 51013 Tartu
  • Tartu Students’ Club
    Faculty phone: 
    +372 730 2400
    Faculty address: 
    Kalevi 24, 51010 Tartu
  • University of Tartu Press
    Faculty phone: 
    +372 737 5945
    Faculty address: 
    W. Struve 1, 50091 Tartu
  • Tartu University Hospital
    Faculty address: 
    L. Puusepa 1a, 50406 Tartu
  • University of Tartu Foundation
    Faculty phone: 
    +372 737 5852
    Faculty address: 
    Ülikooli 18, 50090 Tartu
  • View all other units

Abandoned shopping carts give retailers valuable information about customers

The master’s thesis by Annika Liivamägi, a graduate of Service Design and Management in the University of Tartu Pärnu College, explains that customers who leave the online shop before completing their purchase are not necessarily a problem for the retailer but may involve a positive opportunity instead.

The spread of e-commerce offers competition to traditional shopping in several product categories and this is why retailers are increasingly more interested in knowing how to attract people to their online shop and encourage them to buy there. As people may stop the purchasing process at any moment during online shopping and only a small percentage of customers actually complete the purchase and pay for the goods, Liivamägi looked into people’s shopping behaviour on the internet.

“People love to add things they like into the shopping cart, but before completing the purchase, they often decide to gather additional information about the goods and so they leave the purchase unfinished,” said Liivamägi, whose paper focused on e-commerce environments specialising in alcohol sales. “However, there is no reason to worry about such uncompleted purchases, because firstly, many people return later to review their shopping cart and may still pay for the goods, and secondly, an abandoned shopping cart gives the company lots of information about the customers’ needs,” believes Liivamägi, in whose opinion a skilful use of the obtained information enables the retailer to actually increase sales.

Estonians prefer to buy products and services of longer useful life online, because in these cases they perceive fewer risks. “Alcohol, for example, which is often bought online in Australia, America, England and elsewhere, remains a niche product in Estonia and, like food, Estonians prefer to buy alcohol in a regular store. Alcohol is so widely available here that people just do not feel the need to buy wine, for example, on the internet. However, they use the internet to search for additional information about goods and services. Therefore, entrepreneurs can turn the situation to their own benefit and offer in their online shop also informative and interesting product descriptions, which would encourage the customer to complete the purchase either online or in the physical shop of the company,” said Liivamägi.

Results of Liivamägi’s master’s thesis reveal that retailers should focus more on the information left behind by customers who abandon the shopping cart. Using this information, it is possible to attract potential buyers back to the store and by offering them suitable content, motivate the customers to buy.
 

Additional information:
Annika Liivamägi, author of the master’s thesis, annika.liivamagi [ät] gmail.com
Andres Kuusik, UT Head of Chair of Marketing, 516 0918, andres.kuusik [ät] ut.ee
 

Viivika Eljand-Kärp
University of Tartu Press Officer
Tel: +(372) 737 5683
Mob: +(372) 5354 0689
E-mail: viivika.eljand-karp [ät] ut.ee
www.ut.ee

 

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