Data Driven Strategy formulation for Improving Online Grocery Sales
Tools used:
Python R SAS E-guide SAS E-miner Qualtrics Google API
I worked with Chris Chen, Hannah Emme, Mykayla Goodwin, Ali Hasan and Anna Korosteleva in this project for Innovation Analytics course.
We worked to create a innovative marketing approach to increase the grocery sales of Harris Teeter through their online shopping portal-'Express Lane' where consumers can shop online and then pick up the groceries later on express lane. Our approach was to determine the pros and cons of the online shopping portal, user's likes and dislikes through text analysis on the user reviews on facebook, yelp, google and different consumer forums. We also conducted a survey to understand consumer behavior towards online grocery shopping. The process is described as follows:
Python R SAS E-guide SAS E-miner Qualtrics Google API
I worked with Chris Chen, Hannah Emme, Mykayla Goodwin, Ali Hasan and Anna Korosteleva in this project for Innovation Analytics course.
We worked to create a innovative marketing approach to increase the grocery sales of Harris Teeter through their online shopping portal-'Express Lane' where consumers can shop online and then pick up the groceries later on express lane. Our approach was to determine the pros and cons of the online shopping portal, user's likes and dislikes through text analysis on the user reviews on facebook, yelp, google and different consumer forums. We also conducted a survey to understand consumer behavior towards online grocery shopping. The process is described as follows:
Through Text Clustering and sentiment analysis we figured out specific areas where Harris Teeter can improve consumer experience on both online and in-store shopping -
We also found that-
Through analysis of our survey result we found that:
- In -store waiting time in line
- Waiting time for pick up after doing online grocery
- Quality of items (mainly fresh produce) while shopping online
We also found that-
- Fresh food items by Harris Teeter is one of the main reason of their customer retention.
- Organic foods supply is an important aspect of both online an din-store grocery shopping for consumers.
- Coupons are big crowd pleaser for in-store customers but online customers are not very happy with the coupon policy.
Through analysis of our survey result we found that:
- Currently, among all items that can be shopped online people are least prone to shop grocery online. This trend is changing among the young working class people though.
- The main reasons for shopping online is avoiding crowd and saving time.
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Our recommendations:
1. Adding a sales and organic section on the online grocery shopping portal. 2. Increase social media marketing for online grocery shopping on facebook. 3. Specific promotions directed to only to online grocers will surely increase consumer interaction. 4. Although the web-based version of Express Lane allows for payment prior to pickup, orders made through the app require customers to go in-store and wait in line to complete the transaction. Integrating payment option in the app will increase the online grocery shopping percentage by a lot. 
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