How Kellogg’s used conversational research to prepare for the future of online grocery

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About Kellogg's

Kellogg's 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. Kellogg's products are manufactured and marketed in over 180 countries.

Challenge and objectives

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

Kellogg's wanted to understand how grocery shopping was evolving in order to win in the "Bricks and Order" world. To gain a robust understanding of the Click & Collect digital path to purchase across key categories, Kellogg’s needed to:

- Quantify motivators and barriers to conversion for Kellogg's categories
- Identify pain points in the e-commerce experience
- Gain a richer and more contextual understanding of shoppers’ experiences
- Identify roadblocks to Kellogg’s category purchases

The solution

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Working with Reach3 Insights powered by Rival, Kellogg’s engaged with shoppers via a multi-faceted quant and qual conversational approach to provide a 360-degree view of shoppers' Click & Collect experiences, perceptions, preferences, and intentions for the future. The study evolved into three phases.

Using Rival’s mobile messaging-based market research platform, the first phase was a highly engaging path to purchase understanding exercise. The study was comprised of (n=2400) current Click & Collect shoppers at one of the following retailers: Walmart, Target, Kroger, Albertson’s, Sam’s Club, Instacart.

The chat included video feedback opportunities in addition to emotional elicitation exercises designed to encourage participants to think more deeply about the question they were being asked. Key objectives were to quantify motivators and barriers to conversion for Kellogg's categories and identify pain points in the e-commerce experience.

The first of many chats, Kellogg’s intends to re-engage these participants over time as an iterative research opportunity to learn about shopper habits, attitudes, and opinions as they continue to evolve.

In phase two of the study, Kellogg’s used the Rival platform’s notification capabilities to reach out to (n=12) shoppers who participated in the first phase of the study to conduct. Here, 30-minute interviews were conducted with screen sharing capabilities to capture real-time online shopping behaviors.

In phase three, comprehensive interactive, multimedia digital reports were delivered to the Kellogg’s team that revealed shoppers' Click & Collect experiences, perceptions, preferences, and intentions. These insights were discussed and workshopped in collaboration with a variety of stakeholders to determine how the lessons gathered from phase one and two could best be applied to their online grocery shopping services. 

“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."

- Melissa Davies, Director of Shopper Insights & Analytics Kellogg Company

Outcomes

Improved online shopping filtering and keywords

A retail partner of Kellogg's used feedback from this study to improve the navigation and filtering of their online store to simplify the path to purchase experience of their consumers.


Kelloggs chat gif 2Optimized category purchases and fulfillment

Another partner improved the "substitutions" feature of their online shopping services to provide consumers with more choices based on their needs and preferences. In addition, they’ve implemented a solution which allows online and in-store shoppers to leverage their coupons more quickly and easily.

Enhanced retail partnerships
A third retail partner of Kellogg's took key recommendations provided by chat participants to redesign their shopping portal for a more intuitive and streamlined online grocery experience.

Overall, feedback gathered through Reach3’s conversational approach and using Rival’s market research platform helped equip Kellogg’s and its retail partners with the insights needed to understand the habits, behaviors, and preferences of their online shoppers. Ultimately, this equipped these brands with the insights necessary to drive action within the organizations and be prepared for the future of a “Bricks and Order” grocery world.