TRUST: unfurling retention layers
KPI Development & Quantitative benchmark. ​
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5,059 Survey Responses.
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Three loyalty segments created via Cluster Analysis.
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Weighted attribution factors determined to increase churn.
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Multi-retailer, omnichannel recruit from all banners under Albertsons ownership.
IMPACT​
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Decreased app Churn over the prevailing 6 months.
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Pinpointed inventory ACCURACY as a leading indicator for decreased app usage.
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Developed LOYALTY cluster to understand how sentiment impacts weekly and daily retention cycles.
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Established TRUST as an attitude that matters and lack thereof can erode digital KPIs.
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Expedited initiative to optimize backend inventory systems for up-to-minute App/Store SKU accuracy
OBSTACLES
A lot of chaos between the kitchen, grocery store, and meal time!
Mobile app and website usage throughout journey is commonplace.
Digital Tools need to be dependable:
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Unclear shopper trust in website and the mobile app.
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Transparency issues might be the reason for inconsistent usage.
ACTIONS
Map the customer journey in a meta-analysis synthesis.
Develop metrics related to Trust.
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Synthesis of existing CPG research
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Segmentation Analysis of App vs. Store participation
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​Pilot surveys on Trust factors
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Factor analysis for impact weighting
Designed. Recruited. Analyzed. Reported.
RESULTS
