How Kraft Heinz decoded the fragmented grocery e-commerce channel

Room 4 | 1:30 pm - 2:00 pm | Tuesday, March 28, 2023

The e-commerce channel experienced significant growth throughout the COVID-19 pandemic, and has continued to evolve ever since. This ever-changing, rapid expansion has led to the online grocery experience becoming fragmented. To complicate things further, the way a shopper shops one e-tailer is not necessarily the way they will shop another.

For Kraft Heinz to continue to best meet the needs of their consumers, the Shopper Insights team sought to decode this fragmented online grocery landscape and learn which touchpoints are most necessary to invest in to create the optimal grocery e-commerce experience. To do so, Kraft Heinz partnered with NAILBITER to obtain a clear behavioral understanding of how shoppers navigate, shop and experience strategic e-Tailers online across the Kraft Heinz portfolio.

Key takeaways:

1. Why it is important to continue to stay abreast of the ever-changing e-commerce space, and how to win online today.
2. Why are people shopping for grocery online? How did this behavior change during the COVID-19 pandemic? How is it continuing to change today?
3. What is important to prioritize to create the ideal online grocery shopping experience for consumers? (Role of online navigation, shopability and online promotions will be covered)
4. Benefits of a behavioral approach to understanding shopper journeys.