In the world of online retail, abandoned shopping carts represent lost sales. For Sport Chek, those unpurchased items were the key to helping the retailer beat Amazon at Black Friday. In the days leading up to the juggernaut retail day, Sport Chek mined data around what products were “online window shopping” to determine what people were interested in buying (but were waiting for the best Black Friday deal before purchasing). The top 1,000 products that were left in carts were featured as star products in Sport Chek banner ads. Those products were aimed at mass audiences, versus simply retargeting individual customers. The campaign increased year-over-year sales by 54% (despite no increase in media investment), while transactions from paid media increased 110%.