A membership program that waives the fees, offering free delivery and pickup to help customers save.
“Fees are too expensive”
In 2022 our research team did some analysis on the online grocery landscape, prodding into customer sentiment as a whole. The study revealed some interesting stats around the customer perception of online grocery services, and some of the main barriers to entry for people.
Though much of the feedback was around customers enjoying the in sore experience, there were some reasons that could easily be addressed by our e-comm platform. The problem we decided to tackle “Shipping/delivery costs are too high”
Sprinting to a solution.
Standing up a program like this seems simple on paper, but there would be a lot of moving parts and lots of different teams needed to successfully bring it to life. We used a 5 day design sprint, to quickly bring our ideas to life, and we included experts from across the organization. Design, Engineering, Business, Marketing, Content, Product and Research all were included. Having wide representation helped us approach the sprint with the widest lens possible. Taking expertise from all of the talented partners we have at Loblaw Digital.
Contextual and seamless
Coming out of the sprint our key goals would be to provide maximum visibility to the program throughout the journey and leverage our customer account data to quickly opt customers into the Pass.
Our big bet was that by placing it in areas where customers are faced with fees, and using contextual messaging in those areas, we could make the most of our value prop and really drive conversion.
Our solution was designed to convert customers quickly, and within a couple of clicks.
We ran moderated testing sessions asking participants to place an order to see if the ads for PCX Unlimited Pass caught their attention. It didn’t.
On the plus side, after noticing the ads, customers were excited about the program and were able to easily find where they could manage their accounts.
Early testing results
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1
None of the participants mentioned the banner messaging throughout the checkout journey, making us worry that banner blindness could be a risk for conversion.
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2
All pick up customers said that they would get delivery more often if this pass was available, giving us confdence in customer adoption.
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3
All participants easily found the account page, which helped us feel confident that customers would know where to manage their Pass details
Branding was a 🌶 topic
The creative team stepped in to help nail down and define the brand, taking our testing results into consideration they played with colours that could capture customer attention, and worked through names that would help customers understand the program.
With the approved brand in place we proceeded to build the pass sign up flow into the experience. Using ad placements in parts of the journey where service fees were displayed (Time slot selection, cart summary) we inserted a simple sign up flow that could convert customers with as little friction as possible.
