Migros Online Weekly shopping goes digital

Only 12.8% (MACH Strategy Consumer 2022) of Swiss consumers buy their groceries online. This is despite the fact that shopping behavior across all consumer goods has shifted strongly toward the e-commerce sector in recent years, not least due to the pandemic. So the potential is enormous, but how can it be tapped? Migros Online entrusted the Webrepublic team with this question—from the creative concept to the media realization.

• Publicizing the Migros online offer
• Activation of potential new customers
• Increase conversions as orders

How can we build a bridge from pure awareness of Migros’ online offering to the actual purchase of the products?

1. As a basis for the strategy, we identified the biggest pain points when buying food online as part of a competitor and user behavior analysis.
2. The simultaneous analysis of the media target group served to develop a coherent cross-channel media plan and provided additional input for the creative conception of the advertising material.
3. Building on this, we developed a two-stage mid-funnel strategy that focused on a channel-appropriate approach and on completing the user journey—thus building a bridge from awareness to conversion.

Through the targeted communication of activating messages, we drew attention to the simplicity of online shopping. We addressed again those who had not yet been convinced of the advantages of online shopping with targeted product range benefits from Migros Online.

• User engagement with the product range five times higher than expected
• 72% more orders compared to the target
• Significant uplift (+9%) in purchase intent according to Kantar study (conducted in first flight)
• Overall positive impact on order volume within the lower-funnel campaigns