Woolworths Supermarkets is an Australian chain of supermarkets and grocery stores owned by Woolworths Group. Founded in 1924, Woolworths is Australia’s biggest supermarket chain and largest retailer in Australia operating 995 stores across the country.

Challenge

Woolworths wanted customers to be able to shop from their 4,000 everyday products across a range of categories, including ready-to-eat meals, sushi, flowers and so much more in less than an hour, offering a new level of super convenience and help to customers with little time. They needed a platform that could derive key customer insights and make data-driven decisions based on customer behaviour in real time allowing them to deliver a personalised connected omnichannel experience, while offering a seamless customer journey.

Solution

Woolworths Metro60 app is a combination of Bloomreach Engagement and Bloomreach Content and proved to be the perfect solution. A single platform, Bloomreach Engagement allows marketeers to put their customers’ data to work personalising customer experiences, while the Bloomreach Content management system allows Woolworths to manage their storefront and easily add products to any page. The two solutions work in harmony to serve Woolworths by personalising the customer experience at scale, with minimal day-to-day management required.

Metro60 turned to Wunderman Thompson Commerce to help them provision, build, configure, set-up and integrate Bloomreach Engagement with the app and their back-end systems. It took Woolworths just seven weeks to get the Metro60 app up and running and delivering a far more personalised customer experience.

The added complexity of multi-store inventory and fulfilling customer orders from a Woolworths store local to the customer, meant Wunderman Thompson Commerce needed to use the flexibility and scale of Bloomreach Engagement to integrate large volumes of high-frequency data, ensuring the customer experience wouldn’t be interrupted by things like out-of-stock issues.

Woolworths has native app preview and drag-and-drop functionalities within Metro60 for both iOS and Androids SDKs to ensure that Metro60 can always be easily updated, and the user experience is always top notch for shoppers.

Additionally, the customer experience can be personalised on Metro60, so customers are always seeing the products that are most relevant to them. First, Bloomreach Engagement will segment customers to receive their personalised content. Then, Bloomreach Content will display the segmented content accordingly.

Results

Engagement, it took Woolworths just seven weeks to successfully launch their new app and start delivering groceries in under an hour. Available in 270+ suburbs across Sydney and Melbourne, the app is the fastest way to get groceries delivered from Woolworths.

In its first three months since launch, Bloomreach Engagement has processed over 25 million customer events, driving personalisation and relevance with over 200,000 personalised customer SMS, push, or email communications, helping drive genuine value to consumers and results for Woolworths.

Working with Wunderman Thompson to support with our integration with Bloomreach enabled us to efficiently launch with speed, unlocking our team to build out the personalized experiences we know will differentiate us to customers and drive results — not only on the app, but across email, SMS, and push.

Jamie Gagliardi

Head of Marketing and Growth, Metro60

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