Project: Personalization roll out
Company: Loblaw Digital - Online Grocery
Role: Senior Manager, Digital Production - Online Grocery
Date: 2023-2025
What I did
In Q4 2023, my team was contacted to support the rapid stand up of a personalization platform that would see us serving up customized content offerings to 20+ user segments on our various online grocery homepages and pc express app experiences. With a launch date approximately 1.5 months out from our discovery conversations with Product and tech, this was a highly aggressive project which would see myself needing to rapidly make recommendations on workflows and efficiencies based on our current and projected future ways of working.
The new personalization platform made it so that our digital properties (websites, apps) served highly customized experiences and the machine learning logic for these experiences happens before the customer has even scrolled a page. In the instant the land on our property, the page is composed, built just for them, with personalized carousels, one to one product recommendations, and dynamic curated content like shoppable recipes.
How I did it
I collaborated closely with Product and Tech teams, highlighting our existing workflow and the unique challenge of managing 13+ online storefronts from a single CMS. To ensure the new personalization platform aligned with our operational reality, I:
Advocated for User Acceptance Testing (UAT) to proactively address workflow bottlenecks.
Developed a robust CODA tool for tracking new features and bugs, capturing detailed context like user settings and screen recordings.
Fostered direct, in-person collaboration with Product and Tech to efficiently troubleshoot and resolve complex issues.
Results
The personalization initiative at Loblaw has been highly successful, leading to a 3.82% increase in Online Grocery add-to-carts, a 16.03% decrease in bounce rate, a 3.25% rise in conversion rate, and a $3 increase in average order value. This success has also opened new avenues for direct customer engagement, offering personalized product recommendations and creating more delightful shopping experiences.
Pre and post personalization roll out on users' most purchased profile.
Pre and post personalization roll out on category, product and cart landing pages.