Challenge
Grosh is a network of supermarkets in central Ukraine. 23 years in the retail market, the leader in the Vinnytsia region. The distribution network consists of 27 supermarkets with its own culinary. Client’s goals The client's task was to rebuild the business model and transfer activities online quickly. Respond to competitors Quick launch of a platform for the sale of grocery sets in Vinnytsia and Vinnytsa region Provide customers the ability to receive products safely during the quarantine. The order is placed online, paid by card, and delivered by courier
Solution
To act as efficiently and quickly as possible, we divided the project into two stages. At first, we had to launch an online store as soon as possible with the minimum necessary set of features. After that, we planned to enhance store, connect analytics, and optimization. Stage 1 Online store launch Create an interactive map with delivery areas Implement basic analytics and metrics Create basic analytics and metrics Stage 2 Increase store speed (page loading and processing) Implement enhanced E-commerce analytics SEO Optimization Consulting WooCommerce SEO Tools installation Business Digitalization Consulting PLANNING Key features and releases We planned the order of appearance of new functions at each stage of development to create MVP as fast as possible Stage 1 Launch of the minimum functionality necessary for trading. Basic branding. We emphasized stability and essential functions: basket, product cards, checkout User account, order tracking feature. Full website branding Functionality for the comfortable operation of the online store: stock banners, data export, integration with services Stage 2 Store performance increase Enhanced E-commerce analytics Goals for analytics and sales funnels SEO Tools preparation and basic customer team education Long-run support: store expansion, technical support, advisory, and training CHALLENGES ON THE PROJECT Deadlines We launched MVP in 3 days A full-fledged store, with all the customer's wishes – in 10 days Long-run support to improve and modernize the store Interactive map Delivery areas on the map Order distributions between two stores Customer address check for the area covered by the service Business digitalization Expansion of a network of supermarkets in e-commerce The strategy of further development Marketing and Sales advisory IMPLEMENTATION To make a stable solution in a short prediod of time, we made a store based on Wordpress platform and complemented it with custom blocks, scripts, plugins and design. STAGE 1 Catalog page A page with all products, filtering options, and preview of individual items. It is possible to add the product to the basket immediately, see brief information, or add to the wish list. Product page The page contains a full description of the product and customer reviews. The user can mark the product for the future, see additional photos, and add to the basket. Interactive map Delivery zones are marked on the map. A client indicates the delivery address and the application checks to see if the address falls into the delivery zone. It determines which store will accept the order. Personal account In the account, the user can set the delivery address, change personal data, and view the order history. Basket The added product is sent to the basket and activates the preview of purchases. In it, the user can change the number of selected products or remove them from the list and see a total product's cost. Check out The process of checking the order before placing the delivery. While checking out, the user can see a list of goods, their cost, and quantity, select the payment method, enter his contacts, and place an order. STAGE 2 Speed and performance We set up internal data caching in WordPress, added image optimization, and precompiled HTML. Full-page load speed decreased from 10-12 seconds to 2-4. E-commerce analytics tools We set up analytics to track visits and actions, created automatic sales funnels. In this way, we track conversions, bounce rates, returns, and lead paths. SEO We connected SEO tools for WordPress and conducted 3 SEO optimization classes with client staff.
Results
MVP has transformed into a full-fledged online grocery store The store is stable during peak loads The address verification plugin accelerated the work of operators by 23% Thanks to the map settings, you can run targeted ads on selected location Detailed sales funnels, leads and audience channels in Google Analytics Thanks to the audience collected by google analytics, the conversion of ads increase by 10-14%
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