A wish list is a middle ground between completing an order and forgetting.
The next best thing a customer can do after adding a product to a cart is to save it for the future. Wishlist enables customers to bookmark their favorite products and pick up where they left off when they return. They can share wish lists with friends via social media or email.
Merchants can send Email reminders when a wishlist product either has a low stock or its price drops. It is a great way to engage with customers. A wish list is a very convenient feature for mobile shoppers who research products online while on the go. Customers may want to bookmark the product and complete the purchase when they have more time on their hands. Wish lists offer a great way to encourage users to sign up for an account. Businesses can engage these prospects later in drip marketing campaigns if they opt-in for email notifications.
Out-of-stock products is another great use case where you find wishlist really useful. When you run out of stock on a particular product, customers who saved it to their wish list receive a notification when the product is back in stock.
Wish lists are used in different industries. You can see the ability to save favorites on the travel site Booking.com and fashion site Zalando.
You can give even more benefits to your customers by supporting multiple wish lists. For example, selecting a hotel takes time. You need to evaluate different options and coordinate with your travel companions. On Booking.com, I can create a wishlist for every location I plan to visit, send them to friends, and compare different hotels.
Amazon, true to its nature as a store for everything, gives shoppers the ability to create a range of shopping lists for different purposes. It has very extended wishlist functionality. You can define multiple lists for your Kindel books.
You can invite other people and share a list, and of course, you can add to a shopping cart. You can find the most interesting functionality in the gift registry. Amazon offers both baby and wedding gift registers.
For the baby registry, you can specify in settings when the baby is due, your name, and your address. You can define access permissions. A registry can be private, public, or only accessible to people with the link. You can configure it to receive an alert when a gift is purchased and sign up for special baby registry discounts. Now let’s look at how to select the gifts you want to receive.
Amazon has implemented guided selling to walk customers through the steps of creating a Baby registry list with a well-structured list of suggestions with the most common items purchased.
Here, you can see the top categories based on baby carrying activities—for example, Bath time. You can select something from that category or go to the Play&Learn category. And you can review your registry to make sure you have everything you may need. People who have access to the registry can easily add products to their shopping cart and buy them for you. When this happens, you receive a notification. Amazon is even taking care of sending thank-you cards and handling exchanges and returns. It is an excellent example of creating a good user experience in a complex purchase flow.