Illuminating the Jobs of Grocery Delivery

The Challenge

Helping a grocery shopping tech brand identify and illuminate the jobs of on-demand and online grocery shopping to inspire marketing communications and support a new business strategy.

As people’s lives get busier, and an increasing number of retailers offer on-demand delivery and pickup, our client needed to know how it could win the hearts of shoppers. And so, we set out to understand the emotional and functional needs of online grocery/household shopping, and theJobs To Be Done, to help craft value proposition statements for the brand.

The Approach

We tackled this from all angles using a multi-methodological approach. First, we conducted IDIs with current on-demand delivery shoppers to understand the needs that drive category usage.Then, we surveyed 3,000 people to understand the motivations for using online/on-demand delivery, situations for use, and the key competitors within each job/motivation. To round things out, we conducted digital diaries amongst shoppers in 3 prioritized jobs, to further humanize and illuminate the motivations and scenarios of on-demand delivery. And lastly, a value proposition workshop was held separately, utilizing the insights from the first 2 phases of work.

The Impact

We identified 3 keys jobs in which this brand has the right to win and further illuminated these jobs through video and verbatim from real shoppers. We also provided thought starters for in-app product opportunities and communication strategies as the brand continues to move forward.