Major EU Food Retailer Case Study

Urbina Consulting did an initial strategic review and offered adaptive content modelling and metadata consultancy to drive greater efficiency of the content creation process and future-proof content for personalisation-readiness and reuse in omnichannel. 

The organisation is one of the Europe’s main players in grocery retail. In 2018 they had net sales of around 10,5 Billion EUR and have around 22,000 employees,

This organisation wanted to Increase content stickiness, remove ‘dead-ends’ in their customer interactions via their web and app touchpoints, and facilitate natural exploration paths between topics without having to resortto back to Google or onsite search. Their KPIs included

• increased engagement
• time-on site, and
• revenue-per-user.

The organisation was already a leader in SEO and was using channels like voice interactive devices (Google Home, Alexa) but wanted to take their editorial and marketing content strategy to the next level while integrating with their main product content.

Urbina Consulting did an initial strategic review and offered adaptive content modelling and metadata consultancy to drive greater efficiency of the content creation process and future-proof content for personalisation-readiness and reuse in omnichannel. Their organisation needed new structures in editorial and improved guidelines on when and how to tag content so that users stayed engaged and moved to related content, not back to Google (where they could find competitors).

The designs and strategy provided enable a transition to a mixed artificial intelligence and human-tagging approach bridging the gap between new content and some 22,000 pages of existing content. The results also enabled an improved recommendation to optimise calls-to-action for a specific user and even build custom content deliverables driven by user behaviours.