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Online grocery service combines diary panel research with Resonance to identify online behavior, emotions and motivations. SITUATION
 Online grocery
service was trying to increase customer loyalty by understanding
customer motivations by food category. Large CPG companies participated
in the diary panel study which tracked online vs. offline purchases and
motivations of 400 customers over a six-week period.
INSIGHTS
Resonance found that brand
strength was stronger online vs. offline. The study found that
motivations varied depending on category and the channel through which
it was purchased. Key drivers were brand trust, need for control, and
product ergonomics. The findings gave the online company breakthrough
insights to increase overall basket size.
IMPLICATIONS
The online company was able to work with major CPG particpants to
expand co-marketing programs to capitalize on name brand popularity
online. Marketing programs were changed based on the insights to
increase sales in less popular categories that increased basket size.
RESULTS
The online company increased overall basket size by 30% while
creating the most loyal customer base of any online grocery service.
Participating CPG companies gained unique insights into motivations of
online purchasers in order to increase ROI of online marketing programs.
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