Slide 21
Slide 21 text
Based on these insights we learned X
Therefore we advise X
We know occassion-based bundling works,
but various players utilise different types of
bundles: virtual or pick ‘n mix. Do shoppers
prefer ease or choice?
For institutional use only
22
Insight / need
Question / Hypothesis
What type of bundle drives a higher
conversion for the same occasion
[breakfast]: pick ‘n mix or a virtual bundle?
Set-up Control vs. A/B/C/Etc.
A: fixed breakfast bundle: yoghurt, muesli,
blueberries
B: pick ‘n mix with various muesli & fruit options
Data requirements
• # sold items per day of active campaigns
• % uplift compared to week before
• % uplift per week - 2 weeks after active
campaigns
• %CTR (clicks on banner/visibility)
• %ATR (add to carts from banner/visibility)
• % uplift in average share of category 4w prior
to campaign and two weeks after vs. during
campaign
• % uplift in share of baskets before vs. after
campaigns
• # of customers buying the deal
• List of top 10 frequently bought together
products from Arla
Assets needed
Banners
Own category on site
Stakeholders
eCom shopper marketeer
KAM
Custormer
Timeline
-
Results
A vs Control = Impact
B vs Control = Impact
Conclusion
Experiment Use Case
A/B Test on Bundling
Experiment set-up Create Assets Go-Live
Wk 34 w35 W37-38
Receive and
Analyse results
Wk 42
Evaluation
Wk 43
Illustrative
purposes only