Coop Case Study




Combining datasets from different sources helps us to boost our customer intelligence and make more detailed customer profiles. Now that we’re able to add Crobox’s psychographic knowledge to the mix, we’re much closer to the complete picture of our customers.

Jop van Sommeren - Coop
Coop eCommerce Manager




Summary

To gain a foothold in the fast-growing online grocery shopping market, Dutch supermarket chain Coop has worked tirelessly to build a sustainable online platform. To date, Coop’s biggest challenge has been turning their client base of 1.5 million weekly in-store clients into high-value online customers. With the help of Crobox and a new persuasive communication strategy, Coop booked the following results:

Unique Persuasion Profiles

+960k

Conversion Rate

+1.87%

About

Coop has been a prolific supermarket chain in the Netherlands for over 125 years. The chain aims to deliver fresh and tasty products at an affordable price. Coop’s core vision centers around the power of togetherness and cooperation, which is reflected in the company’s involvement in numerous societal matters. Currently, the company employs over 5,000 people across more than 260 stores in the Netherlands.

1891

Founded

270+

Stores

5,000+

Employees


The market for online grocery shopping is rapidly growing. For the average supermarket chain, about 3% of sales are being made online.

Jop van Sommeren - Coop
Coop eCommerce Manager


The challenge


While Coop holds a considerable share of the offline market, their existing customers require more convincing to warm up to the idea of online grocery shopping. The challenge largely came down to the traditional patterns in the behavior of Coop customers, as most of them visit Coop’s store to buy groceries for that day or pick up a few specific items.
Coop’s website, on the other hand, is more suitable for people who are looking to buy all their weekly groceries at once. This has led Coop to look for new ways to approach their online client base, turning them from “single cart shoppers” into high-value online customers. To reach their ambitious goals, Coop partnered with Crobox to gain new customer intelligence as well as increase their (micro) conversion rates and average order values on their website.




Using persuasion tags, notifications, and boosters on our product listing page, product detail pages, and check-out, we were able to determine the most effective principle for each situation. In our case, authority and social proof ended being top performers. Those are valuable insights we can add to our online strategy.

Jop van Sommeren - Coop
Coop eCommerce Manager


Implementation


Within the first six months of going live, the main focus was spent on gaining psychographic insights on the first two Journey Phases: Selection and Acquisition.
To do this, using our Persuasion Techniques Library, AI-experiments were rolled-out on the Product Listing, Product Detail, and Shopping Cart pages. By testing copy variances based on various persuasion techniques against a control group, Crobox determined the most effective messaging approach per customer, funnel step, and time.


Product Tags

on the Product Listing Page


Persuasion Notifications

on individual Product Detail Pages


Persuasion Boosters

in Shopping Carts

Impact

Authority and Social Proof turned out to be the most effective persuasion techniques for Coop’s customers. This held true for both product tags on the Product Listing Page and smart notifications on Product Detail Pages. Overall, the top performing persuasion tactics resulted in a 1.87% conversion rate uplift and increased average order value of 8.38%. Crobox compiled over 960,000 unique shopper profiles containing valuable insights to boost Coop’s customer intelligence.

Unique Persuasion Profiles

+960k

Conversion Rate

+1.87%




The results so far have been really positive. One of our main KPIs was to increase the average order value (AOV). In just three months, Crobox helped us to increase our AOV by 8.38%.

Jop van Sommeren - Coop
Coop eCommerce Manager




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