fbtechreview.comOCTOBER - 20218BY ALINA IMAM BILGER, DIRECTOR OF BRAND INSIGHTS, GOPUFFIn a world where brand relevance is easily lost and where customers are often hidden behind a screen rather than in a store, it can be difficult to establish intimacy with consumers. As a result, we've had to study what online behaviors, actions and shopping habits mean in order to better understand and connect with consumers. Enabled by technology, goPuff's Consumer + Brand Insights practice has been able to capture shopper behavior at speed, process it at scale and extract patterns in behavior that would have otherwise been missed or misinterpreted. Leveraging data like basket starters, impulse vs. intent purchases, and session times against larger patterns of spend, region and in-app journey, we can identify future behaviors and create a truly personalized experience that builds a deeper relationship with consumers. With consumer habits changing rapidly and dramatically, the need for current and effective data is more important than ever. · Browsing Habits vs. Category Affinities: Effective product placement is one of the pillars of a successful retailer --digital or brick & mortar. While some of the same principles are shared, such as where to place best sellers and where to place impulse products, others like customization through data are reserved for the digital retailers. These data-driven adjustments are a win for both the consumer and the retailers--the consumers' shopping experience becomes easier and more relevant, while the retailer's in-app inventory is maximized with conversion increasing.Category affinity data can greatly reduce any sort of navigation friction while also intelligently recommending popular product pairings, increasing consumer satisfaction. This information comes to fruition in the form of cross-category bundles and recommended products. Imagine not needing to walk down multiple store aisles to collect all your tailgating goods, but instead, fan-favorite combinations are on full display in one place. Alternatively, imagine approaching the checkout line and the products at the register change based on what's in your basket.As category affinity data is studied to a deeper level, it can be a powerful tool in discovery and exposure. For example, if most chocolate bar shoppers also purchase energy drinks, digital platforms have the ability to identify THE NEW CONSUMER & BRAND INSIGHTS DRIVING THE DELIVERY TECH LANDSCAPEin myview
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