We helped reduce cart abandonment rate and increased revenue for our client, with CDP integration

The client is a leading global consumer electronics manufacturer with operations spanning hundreds of locations worldwide. As online shopping for electronics and gadgets continued to grow, the company adopted a built-in abandoned cart solution to provide customers with a seamless and flexible e-commerce experience.

However, the client recognised the need to enhance the flexibility of its abandoned cart process to better meet evolving customer expectations and shopping behaviours.

Although many shoppers added products to their carts, only a small proportion completed the checkout process. This high cart abandonment rate negatively impacted conversion rates and resulted in significant lost revenue.

ADA implemented a Customer Data Platform (CDP) integrated with the client’s CRM system to create automated, personalised email journeys for customers who abandoned their carts. The solution helped re-engage potential buyers, reduce cart abandonment, and drive higher website revenue.

ADA implemented an optimised abandoned cart workflow powered by a Customer Data Platform (CDP). The solution leveraged customer data, including opt-in preferences, product details, quotes, orders, inventory, and coupon information, to deliver personalised cart recovery campaigns.

To strengthen the data pipeline, we developed a system that continuously collected and updated inventory and coupon data. Acting as the central orchestration layer, the CDP managed the entire abandoned cart workflow by:

• Identifying customers who had abandoned their carts for more than 15 minutes.
• Selecting the two highest-value products remaining in each customer’s cart.
• Combining this information with relevant coupon and promotional data to personalise communications.

ADA designed a three-step automated email journey that re-engaged customers over a three-day period, encouraging them to return and complete their purchases.

The CDP was integrated with the client’s CRM platform, MAPP, enabling the target audience list and product details—including SKUs and product images—to be automatically shared for campaign execution.

• MAPP generated personalised email content using the product and promotional data.
• MAPP delivered automated cart recovery emails to the identified audience.

Marketing response data from MAPP was then ingested back into the CDP, providing a unified view of campaign performance and enabling continuous monitoring, analysis, and optimisation of the abandoned cart programme.