Albert Heijn Snapshot
|Number of TAGs:||80+|
|Type of TAGs:||Allergen, Health, Lifestyle|
|Platforms:||Web & App|
Client: Albert Heijn
Challenges: In 2018, Albert Heijn was not meeting its health and dietary product discovery needs in e-commerce because it was only able to look for dietary statements ‘on the label’, rather than a complete nutritional analysis and attribution of each product. Coupled with receiving information in multiple languages from suppliers, hard to interpret and incomplete data resulted in a poor online search experience for dietary and lifestyle needs.
At that time dietary and lifestyle search was not optimised by any Dutch retailer. Albert Heijn saw this as a strong opportunity for differentiation and take another step to cementing themselves as the most accurate, simple, and fastest place to shop for health in the Netherlands.
How Spoon Guru Helped: Albert Heijn utilised Spoon Guru Product Discovery TAGs® to reduce friction within the purchase funnel, allowing for easy, accurate and relevant product discovery across 80+ dietary & lifestyle attributes. Through enriching Albert Heijn product data with dietary attributes Spoon Guru was also able to clean and translate providing a single source of truth for industry leading data completeness and accuracy.
Coupled with world class leading UX, Albert heijn utilised TAGs® in 3 main ways to help their customers:
- TAGs® to optimise product discovery via filters and search online (see example)
- Food Curation – Making available dietary mini hubs where customers can shop for their specific needs within focused micro sites (see example)
- Front of Pack Icons – For quick easy visuals of key associated diets when browsing products online or in store (shelf edge)
Internally this enriched data also helps with category & ranging management, and NPD decision making.
Results, Return on Investment and Future Plans:
- Increase in searchable products by ~100%
“We made major steps within Albert Heijn about communicating Health, Diet & Lifestyle – online with filters, search and front of pack icons, & in-store mainly with Vegan flat-cards. Spoon Guru really speed up this process by enriching our data and sharing knowledge”
– Viktor Bos (Data Manager)