Driving higher reorder frequency through smart user re-targeting

The Client

Swiggy is India’s leading food delivery platform.

Objective

Swiggy aimed to increase post-install engagement and repeat orders while improving acquisition efficiency.

The primary focus was on reactivating:

• Users who had installed but not ordered
• Lapsed users who had not placed a recent order

Challenge

Despite a massive installed user base, Swiggy faced declining reorder frequency driven by user fatigue, competitive alternatives, and inconsistent ordering behavior. A significant share of users had either installed the app but never placed an order, or had lapsed after previous activity.

The challenge was to re-engage these users efficiently, identifying the right users and moments to drive incremental orders — without overspending on broad retargeting or over-exposing low-intent users.

Solution

A performance-led retargeting strategy was implemented to re-engage users at high-intent moments. Campaign delivery focused on:

• Behavior-based audience segmentation
• Dynamic bid adjustments
• Prioritizing high-intent ordering moments

This ensured that re-engagement spend was focused on users most likely to return and place an order, rather than broad, untargeted reach.

Results

The retargeting campaign delivered strong efficiency and engagement gains:

• 43% reduction in CPA, improving cost efficiency
• 14% increase in second orders, driving repeat usage
• 3× higher ROAS compared to other sources

These results highlighted the impact of performance retargeting in driving incremental orders from existing users.