Empowering Healthier Choices through Smart Swaps
Search & Discovery by Migros
The inability to navigate complex product inventories based on specific dietary needs creates significant friction for the modern shopper. By integrating a sophisticated data enrichment layer, Migros has transformed its digital catalogue into a highly searchable, health-compliant asset.
At a Glance: Project Overview
| Client Details | Name: Migros Sector: Grocery Retail Country: Switzerland |
| Go-Live | 2021 |
| Platforms | Online Mobile App |
| Spoon Guru Products | Product TAGs® 27 Health & Lifestyle TAGs |
| Spoon Guru Solutions | Data Enrichment |
| Applications | Dietary Filters Free Text Search |
| Benefits | Increased Shopper Confidence Reduced Discovery Friction Enhanced Data Accuracy |
The Challenge: Navigating Data Fragmentation
Migros faced a critical barrier in its digital evolution: the challenge of managing a product catalogue with inconsistent or incomplete nutritional metadata. This lack of granularity meant that shoppers with medical allergies or specific lifestyle preferences could not easily identify suitable products, resulting in a fragmented user experience that hindered the path to purchase.
The Solution: Scalable Enrichment and Expert Validation
To resolve these navigation barriers, Spoon Guru implemented Product TAGs, a robust Data Enrichment API solution that processes product information through a proprietary classification engine.
With Spoon Guru’s “human-in-the-loop” approach combining machine learning with the oversight of expert nutritionists, products were accurately mapped to 27 distinct health and lifestyle Product TAGs, providing a level of precision that exceeds standard on-pack claims.
The Application: Easy to Use Product Attributes
The enriched data is surfaced directly within the Migros mobile app, enabling users to apply a variety of filters to their search results. This functionality allows customers to narrow the inventory to only those products that meet their specific dietary criteria, thereby personalising the retail journey and simplifying the path to purchase.
The Impact
Streamlined Discovery:
Successful reduction of friction in the user journey for customers with specific dietary requirements, with 27 distinct Allergy, Lifestyle, and Health TAGs to refine search and filter results.
Positive Market Reception:
Feedback from shoppers has been overwhelmingly positive from the point of launch.
Omnichannel Expansion:
Proven success on the mobile app leading to a planned rollout across all web and mobile web platforms.
Bridging the Gap: The Intersection of Nutrition and Commerce
With Spoon Guru’s technology added to their tech stack, Migros has improved the existing retail technology to provide an intuitive shopping environment that empowers every consumer to shop with confidence.