evolve the shopper experience Case Study: May 2013

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Cecil Anthony
7 years ago
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1 evolve the shopper experience Case Study: May 2013

2 Objective Unata was engaged to deliver a suite of mobile Apps & mobile website for Grocery Gateway, as well as to utilize Unata s platform to deliver personalized users experiences in order to maximize user engagement. These mobile experiences were built to synchronize with Grocery Gateway s already existing website, and allow shoppers to easily create orders, select a delivery time, and securely checkout with any credit card. About Grocery Gateway Grocery Gateway is the leader in online sales of home delivered groceries in Canada. It is owned and operated by Longo Brothers Fruit Market Inc. since All results are based on 6 months of in-market data, from launch in November 2012 until April 2013

3 Mobile Apps: Platforms Delivered MOBILE WEB

4 Performance Highlights Adoption 8% of orders placed via mobile apps, up from 4% in first month Acquisition Yielded 43% YOY lift in signups Revenue Lift 1.7% of total revenues were from users who signed up via the apps Lift in Basket Delivered 14.9% increase to the avg # of items added to the basket *Integrated & inmarket 5 months after 1st meeting

5 Adoption

6 Mobile adoption doubled in 6 months % of Orders placed via Mobile Users who made at least one 8.2% mobile purchase represented 7.2% 14.39% of total revenues since 5.1% 6.0% 6.1% launch (web + mobile spend) 4.0% Avg order value remained the same for web users who made a mobile order, validating the strength of the user interface, Nov Dec Jan Feb Mar Apr ease of finding products Hybrid Users (Web + Mobile) Hybrid users spent 5.2% more than web-only users 57% of members who made a mobile order also made a web order

7 Customer Acquisition

8 1.7% in net new revenue Users who signed up via mobile accounted for 1.7% of total revenues since launch 33% of total Grocery Gateway signups occurred via mobile since launch Equates to a 43% increase in yearover-year signups No significant year-over-year change in signups via the website Mobile signups are just as valuable as web signups; the avg value of 1st order placed on mobile is the same as the avg 1st order placed via the web

9 Increasing Content Relevance

10 14.9% increase in items added to cart vs.

11 How this was achieved Unata s Entice module was leveraged to feature more relevant products within each product sub-category of the Shop section. The most popular product within each item list was shown at the top, highlighted by a different background and a call-out to explain the reason why the item was featured This increased the average items added to the overall cart by 14.9%, increasing the number of items added in the Shop section from 21.7 to This was demonstrated over a sustained period of time, while items added to cart from the other sections of the app (Search, Featured Collections) remained constant. Users who were not presented with featured products during the same period of time experienced no change in behavior

12 Data-driven content Unata s Entice module was used to automatically generate highly relevant Collections of Featured items to make the shopping experience more convenient One collection Popular on Grocery Gateway identified the most relevant high-selling items, with content being recalculated daily This increased the number of users who added those items to their cart by 128% Another Collection Trending on Grocery Gateway identified items that were experiencing time-sensitive spikes in sales This increased the number of users who added those items to their cart by 51%

13 Response

14 Case Study iphone, Android, WP8, Mobile Web Top-rated grocery delivery app, internationally across all itunes app stores Sainsbury s (UK) FreshDirect (US) Peapod (US) Tesco (UK) Ocado (UK) Grocery Gateway (Canada) Only grocery delivery app to support every mobile platform MOBILE WEB

15 Awards & Exposure Selected by Apple for Best Apps of 2012 Progressive Grocer Innovation Award (2012) Every release and update to the Grocery Gateway ios app has been featured by Apple, being showcased in their weekly picks When the ipad app was released, both the ipad and iphone apps were featured across 6 locations in the App Store

16 488 Wellington St W, Suite 300 Toronto, Ontario (416)

measuring mobile ROI Ken Kuschei Director of CRM, Longo s Chris Bryson Founder & CEO, Unata

measuring mobile ROI Ken Kuschei Director of CRM, Longo s Chris Bryson Founder & CEO, Unata Objective: Launch suite of mobile apps that deliver the same customer intimacy that made Longo s successful Part