Decreasing cart abandonment rate in grocery delivery with behavioural targeting
How can behavioural targeting reduce cart abandonment in grocery delivery?
In the grocery delivery vertical, shoppers move quickly and purchasing decisions are often driven by urgency, convenience, and price perception.
Users shopping online for their everyday needs tend to move quickly, and just as quickly change their minds. If the journey isn’t seamless, they can easily abandon a full cart, as they know that often the same products can be found elsewhere in just a few clicks.
So how do we encourage users to complete their purchase within the same session?
To address cart abandonment effectively, Fanplayr helped a leading retailer build a behavioural targeting strategy capable of identifying high-intent users in real time. The collected behavioural data was analysed using Verada AI, Fanplayr’s proprietary artificial intelligence platform, enabling the retailer to better understand intent signals and predict abandonment risk at the individual user level.
This strategy was built around the monitoring of four key behavioural indicators, among the many signals Fanplayr is able to track and activate:
How did we do this?
Fanplayr activated personalized incentives only when behavioural conditions indicated a real abandonment risk. Instead of applying generic promotions to all visitors, the platform dynamically adapted the message and incentive strategy according to each shopper’s level of intent and engagement. Insights generated by Verada AI helped identify the optimal moments for intervention and informed the targeting logic used throughout the test.
This allowed the retailer to intervene at the most relevant moment in the customer journey, increasing conversion efficiency while protecting commercial margins and avoiding unnecessary discounting.
What was the impact - and what’s next?
The strategy has been A/B tested for just one quarter, reaching a statistically significant 9% reduction in cart abandonment rate.
The next phase of the project will focus not only on conversion uplift, but also on margin optimization. Through Verada AI-powered product recommendations, the retailer will be able to prioritize the visibility of products and brands with the highest margin and available inventory, while maintaining strong relevance to each user’s behavioural profile and interests.
