Undisclosed Retailer: TAGs®

Client: Undisclosed Retailer

Challenges: The retailer’s e-commerce platform had been live for a couple of years, with filtering for brand and health rating, but only basic filtering by dietary preferences that was returning few and often inaccurate results. Post-shop surveys revealed dietary search to be a key pain point for their customers, so they partnered with Spoon Guru to make it easier for its customers to find a full range of suitable foods.

How Spoon Guru Helped: Spoon Guru initially delivered 24 TAGs^® encompassing a range of Allergen & Lifestyle TAGs^®, as well as Health & Lifestyle TAGs^®, to cater to a broad range of dietary needs. These are powering filters and search on their web, mWeb and app. They are also being used to power dietary landing pages to improve their SEO for dietary searches. Following on from the success of these initial TAGs^®, we developed a further 9. These were mostly Health TAGs^® to help solidify the retailer’s position as the leading grocer for health in their country, and some transparency TAGs^® to reflect the growing customer need to understand what is in their food.

Results, Return on Investment and Future Plans: Spoon Guru’s product TAGs^® currently contribute to 5% of orders, and this is expected to increase further with developments in UX and customer awareness. Customers who interact with Spoon Guru product TAGs^® have a higher conversion rate of 28% – significantly higher than overall site visitors.