Favourite items are a feature that lets a customer save a product for later without adding it to the cart. For an e-shop it has a twofold value. It makes it easier for the customer to return to goods they are considering, which is common with longer decision-making or with gifts. It gives the company a very strong signal of interest in a specific product, which can be used for reminders, for announcing a discount, or for when goods come back into stock. These automatic messages are among the most effective in the whole e-shop, because they reach people with demonstrated interest. The feature should also work without logging in, with the list carried over after registration, otherwise only a fraction of visitors will use it. The number of saves per individual product is also a useful basis for ordering goods.
See also: Customer account, Pre-orders and out-of-stock items, Automation sequence.
