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Incorporating Online Meal Planning Solution Boosts Transaction Completion 5X for Grocery Retailer

Reasor's Foods, Grocery Shopii, ecommerce, meal planning,
Image courtesy of Grocery Shopii

Reasor’s Foods has reduced cart abandonment among its online shoppers with the deployment of a white-label meal planning solution from GroceryShopii. Since integrating the solution into its RecipeToTable meal planning option in summer 2021, shoppers using it are 5X more likely to complete their ecommerce transactions compared to non-users. These consumers also make twice as many visits to the Reasor’s site and spend 8.6% more when recipes drive their shopping experiences.

“Customers are looking at recipes and planning meals more than ever before and we have a solution for our consumers that makes it easy for them to personalize their meal planning and add those recipes to their shopping carts with one click,” said David Peterson, VP of Retail Operations and Merchandising and Marketing at Reasor’s Foods, a 17-store chain based in Tulsa, Okla. that recently became a banner of the 200-store Brookshire Grocery Co.

“The pandemic triggered significant changes in customers’ shopping behavior,” Peterson added. “A few of those changes are that consumers are cooking more at home than ever before, they are buying their groceries online more frequently, and another is that consumers are paying more attention to the foods they eat and are looking for healthier personalized options for their families.”

Grocery Shopii, which was cofounded by CTO Michael Johnson, uses machine learning to identify the products best suited for each shopper. The platform also considers on-trend recipes that gain traction from popular food influencers, such as the company’s Culinary Director and “Slice of Jess” blogger Jessica Bentley. This combination facilitates digital meal planning that simplifies and organizes ingredient shopping through ecommerce.

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Noting that cart abandonment rates in the grocery industry reached 84% during the height of the COVID-19 pandemic, Grocery Shopii Founder and CEO Katie Hotze explained how a solution was needed to better serve both retailers and their customers.

“Shoppers are adding items to cart and not checking out, yet they still need to pull together dinner,” said Hotze. “This lost revenue is also a lost opportunity to better serve frustrated consumers.”

By the end of March, Grocery Shopii intends to expand its capabilities with a machine learning-powered meal planning tool designed to help consumers outline three– and five-day meal plans, including alcohol pairings. Additionally, Grocery Shopii plans to launch instructional videos.

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