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client story

How Mars Snacking used conversational research to prepare for the future of online grocery

MarsSnacking-header-image-desktop-and-mobile (1) Mars-Snacking-header-image-desktop-and-mobile (1)-1

About Mars Snacking

Mars Snacking offers an unmatched portfolio of cereal and convenience foods, including crackers and toaster pastries and markets their products by several well-known brands including Corn Flakes, Frosted Flakes, Pringles, Eggo, and Cheez-It. Mars Snacking products are manufactured and marketed in over 180 countries.

Challenge and objectives

Challenge and objectives

To gain a robust understanding of the Click & Collect digital path to purchase across key categories, Mars Snacking needed to:

Quantify motivators and barriers to conversion for Mars Snacking categories

Identify pain points in the e-commerce experience

Gain a richer and more contextual understanding of shoppers’ experiences

Identify roadblocks to Mars Snacking category purchases

COVID-19 accelerated e-commerce sales, resulting in an influx of new online grocery shoppers.

Mars Snacking wanted to understand how grocery shopping was evolving in order to win in the "Bricks and Order" world. 

 

Notable Wins

Sales

Insights helped optimize the online shopping experience in retail partner stores

Action

Used dynamic deliverables that made stakeholders pay attention and drive action

Video

Captured powerful video testimonials that added deeper context to quant data

The solution

Working with Reach3 Insights, Mars Snacking used the Rival platform to engage with shoppers through a multi-faceted quant and qual approach.

The research study comprised of (n=2400) current Click & Collect shoppers at one of the following retailers: Walmart, Target, Kroger, Albertson’s, Sam’s Club, and Instacart.

In addition to quant, the chats included video feedback and emotional elicitation exercises to get participants to think more deeply about the questions being asked.

Outcomes - The new platform delivered big wins:

Mars Snacking - Outcomes
Mars Snacking - Outcomes

Outcomes - The new platform delivered big wins:

One of Mars Snacking’ retail partners improved the "substitutions" feature to provide shoppers with more choices based on their needs and preferences.

Mars Snacking has built a relationship with a target group of shoppers invested in continually giving their thoughts and opinions, which in turn has allowed the company to save time and costs on future research initiatives.

Rich video selfies helped reveal contextual dynamics behind the e-commerce shopping experience and revealed several specific optimization areas that had the potential to increase conversion.

Overall, feedback gathered through Rival’s market research platform helped equip Mars Snacking and its retail partners with the insights needed to understand the habits, behaviors, and preferences of their online shoppers.

Mars Snacking - Testimonial Head Shot

Melissa Davies

Director of Shopper Insights & Analytics Mars Snacking Company

Working alongside a team with such a deep knowledge of the CPG space made the planning and execution of this program more efficient and impactful. The interactive, media-rich deliverables brought shopper data to life and resonated with internal stakeholders and key retail partners. The result was immediate ROI for this three-part initiative.

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