Case Study · Food & Drink
Tortillas for connoisseurs, salsas for explorers
Hola México delivers Mexican food across Germany, from spice blends and tortillas to drinking chocolate. Its customers bring two opportunities: connoisseurs looking for their brand, and explorers curious about Mexican cooking. We arranged the shop so both groups reach the basket quickly.
I'll show you where your shop loses buyers.
Two customer groups, two ways of shopping
Next to the tortillas sit salsas and chillies, plus spice blends and drinking chocolate. People with a link to Mexico know these names and want to go straight to the product. For explorers the same list is an invitation that needs a little guidance before the basket fills up. Both groups are valuable, and each buys in its own way.
In food delivery, the maths matters too. Single items are cheap, shipping still costs money, and basket value decides the margin. Shipping costs that appear late are the most common reason for abandoned orders in this sector. Place them cleverly and that stumbling block becomes a reason to add one more item.
Two shopping routes, cleanly separated
We analysed the two customer groups separately. For each we built its own picture: how it moves through the shop, where it searches and where it lingers. The points where both routes cross were especially rich. We looked at them more closely, because a smart layout there moves things for both groups at once.
The second focus is commercial. Since basket value decides the margin in food delivery, we bet on bundles. Which products go together? How do you put together a selection that makes it easy for explorers to start and gives connoisseurs a reason to take more? Alongside this we looked at where in the buying process shipping costs become visible and how far forward they belong.
Bring shipping costs forward
Our impression from niche food shops: shipping costs named early and openly become a sum many buyers like to solve by adding one more salsa. That is why we always think about bundles and shipping costs together. We treat connoisseurs and explorers separately, even if they end up in the same basket. If you serve a niche with passion, you have two growth routes in front of you, and both can be tackled right in your existing shop.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.