Driving Grocery Basket Sizes

Challenge

Helping a technology company understand who their potential targets are as people, as well as their needs and gaps in large basket grocery delivery, to drive greater growth for the brand on a global scale.

Who can deny the ease and convenience of grocery delivery? No one. But people weren’t using our client’s service as regularly or meaningfully as they could. So they needed to learn more about who their potential grocery targets were as people across global markets, and what their relationship to grocery delivery was on a functional and emotional level, in order to enhance their product offering and make it totally irresistible for large basket orders.

Approach

Through a comprehensive remine of materials and local market stakeholder connects, we captured the business context and a snapshot of how grocery delivery exists in global markets today. We approached the research initially through Digital Diaries with diverse segments of shoppers to gain a high level understanding of who grocery shoppers are as people, their key functional/emotional needs when it comes to large basket grocery delivery and any gaps that currently exist in product offerings. Then we followed up with discussion groups to dive deeper the competitive landscape, brand perceptions and reactions to current product offering and marketing efforts… ultimately uncovering the drivers and barriers to placing larger grocery orders for delivery.

Impact

Our report not only provided the client with a rich and nuanced diagnosis for what was holding the brand back in large basket deliveries, but also a strategic crawl-walk-run approach to driving more large basket delivery orders in the future. Our research has since been socialized across the business and has become the foundational work underpinning future projects.