October 9, 2003, 12:00 AM

FreshDirect combines survey data, site analytics to know customers better

FreshDirect, an online grocery service for the New York City metropolitan area, is boosting sales by combining customer survey data with web site analytics on shopping patterns.

FreshDirect, an online grocery service for the New York City metropolitan area, is boosting sales by combining customer survey data with web site analytics on shopping patterns. By analyzing survey data on household demographics with online shopping patterns, FreshDirect is able to display more targeted promotions. “We can be more selective in the types of products we promote, and figure which ones to give more prominence on our site,” says Dave Gerridge, project manager of web site analytics.

FreshDirect gathers customer demographic data by e-mailing customers with survey forms after their second order. That data, kept in an Oracle database, is then integrated with site data gathered by the NetTracker web analytics software from Sane Solutions.

The NetTracker system has also enabled FreshDirect to track and improve its cross-selling campaigns. One particularly effective campaign automatically suggests complementary products during the checkout process, so a shopper about to place an order for steak will see recommendations for potatoes and steak sauce, Gerridge says.

FreshDirect also uses the site analytics to provide for an easier shopping experience, he adds. The site’s QuickShop feature uses data on a customer’s past shopping trips to produce a suggested product re-order list, which can be quickly modified to include additional products a customer has viewed or purchased. “It allows the customer to re-order while cutting down on browsing and searching,” Gerridge says.

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