Digital strategy-peapod.com

ADAP for PeapodSpring 2015

Isha Deodhar | Prakarsh Gupta | Nandita VaidyanathanJordan Vita | Linyu Zhang

COMPANY ATTRIBUTES

Slide 2

+ About Peapod

Largest online

grocery retailer

Platforms: online

and app

1989

$600Millionannual sales

Next-day delivering

during pre-scheduled time slot

IMC 498: Digital Analytics, Spring 2015

SECTION ONE

PROBLEM DEFINITION

BUSINESS PROBLEM

= Increase sales by 20% from the current level of $600 million by the end of 2016 by:

✓ Increasing purchase frequency of existing customers

✓ Converting existing customers into loyalty program members

✓ Acquiring new Peapod customers

BUSINESS OBJECTIVE

= Threat of losing market share to competitors and new entrants

IMC 498: Digital Analytics, Spring 2015 Slide 4

OUR CUSTOMER

Meet our customer, she is:o 35-years-oldo Professionalo Household income over $100,00o Suburban metropolitan areao College-educatedo Married with children

+The target audience

When shopping for groceries, she:o Values the quality of the producto Prefers on-sale products over regular-priced oneso Makes purchases based on different family member’s needs


Stephanie

OUR CUSTOMER

Her customer problem:o User experience: lack of seamless browsing o Lack of loyalty program / absence of incentives o High delivery feeo Lack of added convenience features

+The target audience

Her objective:o She wants a seamless, relevant and rewarding experience

when grocery shopping on line.


Stephanie

MARKETING PROBLEM

= Address the marketing problem by:

✓ Increasing customer lifetime value and retention rates

✓ Encouraging customer loyalty

✓ Encouraging customer advocacy

MARKETING OBJECTIVE

= Peapod is not communicating its value or providing incentives to increase customer lifetime value.


SECTION TWO

SOLUTION DEFINITION

KEY FINDINGS+ What people say about online shopping and loyalty

have not bought groceries online, but would be

interested in doing so

26%

of primary grocery shoppers…

would like promotions/coupons

customized to their personal shopping habits

45%


say they choose a retailer based on their ownership of

a store loyalty card

30%



MARKETING SOLUTION+ Developed based on key insights

1. Improved user experience and customized promotionsKPI: percentage of returning visitors, visit frequency, average time spent, CTRs

2. Introduction to a Peapod loyalty programKPI: reach of display ads, CTRs, visits to loyalty program landing page

3. Promotion of Peapod’s existing referral programKPI: referral code redemption rate


SECTION THREE & FOUR

DATA DESIGN & ANALYTICS


EXPERIENCE PLAN+ Engaging our customer

INITIAL CONSIDERATION SET+ Experience Plan (New Customers)

+ Data accessed

From DMP:Search history

Web historyDemographic target

profile

+ Customer experience

Display adsSearch ads

Social media adsReferrals

+ Data collected

Reach/frequencyClick through rate

Site visitsCampaign tagTop keywords

Cookie dataPeapod sign ups

Referral code redemption rate


INITIAL CONSIDERATION SET+ Descriptive Analytics

▪ Campaign Tag▪ Top keywords

▪ Reach/frequency▪ Click through rate

▪ Site visits▪ Traffic sources

▪ Redemption code rate


INITIAL CONSIDERATION SET+ Prescriptive Analytics

AB

A


INITIAL CONSIDERATION SET+ Prescriptive Analytics

Use Referral Code

BBF5CC6at peapod.com for

Free Shipping

Use Referral Code

BBF5CC6at peapod.com for

10% OFF

A B


ACTIVE EVALUATION+ Experience Plan (Existing Customers)

+ Data accessed

From DMP:Behavioral data

Website search historyWebsite browsing history

From Database:Customer ID

Transaction dataWebsite browsing history


Loyalty program carousel banner on homepage

Optimized website

+ Data collected

Time spent on siteNumber of pages viewed

Click through rateBounce rate

Peapod sign upsLoyalty program sign ups


ACTIVE EVALUATION+ Experience Plan (New Customers)

+ Data accessed

From DMP:Behavioral data

Website search historyWebsite browsing history

From Database:Website browsing history

and preferences


Discount carousel banner on homepage

Optimized website

+ Data collected

Time spent on siteNumber of pages viewed

Click through rateBounce rate

Peapod sign ups


ACTIVE EVALUATION+ Descriptive Analytics

▪ Click through rate on discount banners (new)

▪ Number of pages viewed▪ Time spent on site▪ Bounce rate

▪ Click through rate on loyalty program banners (existing)

▪ Peapod sign ups


ACTIVE EVALUATION+ Prescriptive Analytics

A B



A B


BUY+ Experience Plan (Existing Customers)

+ Data accessed


Previous transaction information (RFM)

Prior ordersSaved shopping lists

Saved payment information (CRM)


Loyalty program button on checkout page

One-click to purchase button

+ Data collected

Time spent during checkoutConversion rate

Bounce rateOrder number

Basket sizeTransaction data

Delivery timesLoyalty program sign ups

Loyalty button CTROne-click button CTR


BUY+ Experience Plan (New Customers)

+ Data accessed

From Database:Unique visitor ID


Loyalty program button on checkout page

Guest checkout button on account creation page

+ Data collected

Customer IDTime spent during checkout

Conversion rateBounce rate

Order numberBasket size

Transaction dataDelivery times

Guest checkout CTRPeapod sign ups

Loyalty program sign ups


BUY+ Descriptive Analytics

▪ Average basket size▪ Transaction data▪ Delivery times data

▪ Time spent on checkout page▪ Checkout page bounce rate▪ Conversion rate

▪ Loyalty program sign ups▪ Click through rate on button

▪ Peapod sign ups


BUY+ Prescriptive Analytics

A B


POST-BUY+ Experience Plan (All Customers)

+ Data accessed


Transaction historyItems in cart

From DMP:Demographic information

Behavioral information


Thank you page with invitation to loyalty

programPost purchase thank you

email with loyalty program link and referral code

Post-delivery review email with 5-star rating scaleRetargeting display ads

+ Data collected

Loyalty program sign upsOpen rates for emails

Referral code redemptionsRatings

CTRs on display adsUse of promotion coupons


POST-BUY+ Descriptive Analytics

▪ Loyalty program sign ups

▪ Email open rates

▪ Referral code redemptions▪ Star rating rate

▪ CTR on display ads


POST-BUY+ Prescriptive Analytics

A


B

PREDICTIVE & ADAPTIVE ANALYTICS

Churn model

Recommendation model

Propensity model: sign-ups

Attribution model


THANK YOU

Digital strategy-peapod.com

Data & Analytics

Transcript of Digital strategy-peapod.com