PLUS Retail taps Contentsquare digital CX technology

Contentsquare says it is partnering with PLUS Retail to help the Dutch supermarket chain “sustain digital momentum and optimise the online customer journey”.

It adds that its actionable insight into how customers navigate the retailer’s site and what they expect from the online experience will equip PLUS Retail with “the intelligence they need to enhance its digital channels and provide the best possible shopping experience every time”.

Contentsquare’s Customer Journey Analysis module enables PLUS Retail to see exactly how customers are interacting with the website and app.

The product team monitors high value pages with “Add to Basket” CTAs such as Product Detail Pages and Product Listing Pages as well as its Homepage, providing detailed analysis into where users drop off, as well as ideal product placement, such as whether elements need be be moved further up or down the page to improve conversion rate.

The Contentsquare integration with the A/B testing solution, SiteSpect, also allows the team to directly conduct experiments and test different scenarios to improve key metrics, enabling the team to understand and validate what content resonates best with customers, increase important metrics such as revenue, conversions, and click rate, and provides a higher success rate of experiments.

Using insights from PLUS Retail’s existing site, the product team is developing its new e-commerce offering, which will consist of a new site and app, scheduled to launch as a pilot in 2023.

Arvid Nieuwsma, Head of Product at PLUS Retail, says, “Today’s consumers are accustomed to getting their groceries delivered to their home within 15 minutes, but what will happen over the next three years?”

“We’re a small team with big ambition for the next three years, so it’s vital for us to understand the end-to-end customer journey and our customers’ behaviour at every touchpoint in order to increase the value of each product release and in addition to that, stay on top of what competitors are doing.”

“We wanted to understand where the different user journeys start, where they end, and all the variables between, so adopting Contentsquare was a big milestone for us.”

“It helps the team to see where people drop off, and allows us to continuously analyse product placement to improve our conversion rate and NPS. Contentsquare is also helping us build a case around growing our team and increasing our development capacity for a quicker time to market and higher success rate of experiments.”

Abdi Essa, VP EMEA North at Contentsquare, adds: “Online grocery shopping skyrocketed during the pandemic and has been growing ever since.”

“Being one of the first supermarkets to adopt digital experience analytics, PLUS Retail is leading the way by ensuring they provide their customers with an effortless, more human, shopping experience online.”

“Supporting a leading brand like PLUS Retail is a rewarding and exciting opportunity to provide invaluable data that drives real innovation. Engaging shoppers with a seamless experience across its channels will ensure the company can continue to push digital boundaries, and deliver the best online experiences.”

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