Direct-to-consumer premium pet food and supplies brand
A DTC pet brand was spending $85 per customer acquisition with a $42 average first order value — structurally unprofitable. Cart abandonment rate was 78% with no coherent cross-platform recovery strategy.
The Challenge
Platform data was siloed with no unified customer view. Basic retargeting showed the same generic ads regardless of where in the funnel users dropped off. Email cart recovery had under 12% open rates. Attribution gaps meant the team couldn't tell which spend was working.
Our Approach
- Built unified customer data platform connecting all touchpoints for a single user view
- Segmented retargeting audiences into browse abandoners, cart abandoners, and checkout abandoners with distinct message sequences
- Implemented dynamic product ads across Meta and Google Display showing exact items abandoned
- Created behavioral email sequences time-optimized for highest recovery probability
- Added SMS retargeting for high-cart-value abandoners with a 2-hour window
- Deployed cross-platform frequency capping to prevent over-targeting and ad fatigue
"Cart recovery alone added $180K in monthly revenue. We're now profitable on first purchase instead of waiting for the second order."
— Jennifer Walsh, VP Marketing
The Takeaway
Retargeting is only as good as its segmentation — generic remarketing is noise; behavioral sequences that match message to abandonment context drive real recovery.
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