When and How to Leverage E-commerce Cart Targeting: The Relative and Moderated Effects of Scarcity and Price Incentives with a Two-Stage Field Experiment and Causal Forest Optimization

The rise of online shopping cart–tracking technologies enables new opportunities for e-commerce cart targeting (ECT). However, practitioners might target shoppers who have short-listed products in their digital carts without fully considering how ECT designs interact with consumer mindsets in online shopping stages. The authors find that ECT has a substantial impact on consumer purchases, inducing a 29.9% higher purchase rate than e-commerce...