Walmart Chile
Lider Supermarket
Lider (Walmart Chile) is the country’s largest and lowest-priced supermarket. Its value proposition is to make life easier and more affordable: “Everyday low prices.”
Case study:
General merchandise store pickup service
The context:
On October the 18th, riots broke out in Chile over the cost of living and inequality. Retail chains, pharmacies, and our supermarkets were looted and set on fire. To help customers buy general merchandise without paying delivery fees, we needed to introduce a store pickup service. At the time, pickup was available only for groceries.
How did we start?
To understand the service workflow, I facilitated an in-store role-playing session with everyone involved. Together, we identified missing touchpoints and what the service needed to work well.
The role-playing sessions covered:
1. Customers collecting orders at the Customer Service area
2. Customers collecting orders at the electronics area
3. Receiving packages from the distribution center: how, when, and where to store them before customer pickup.
At each stage, we captured the insights from the session on a whiteboard.
The results:
Each team identified the insights and issues it needed to address. We mapped them in an event storming session and followed up weekly until launch. After launch, the company created a dedicated team for the service.
Takeaways:
When creating a product or service, involve every team from the start so you can work through the details of each part of the experience.
Walmart Chile
Lider Supermarket
We created a Growth Hacking team for the grocery business.
Our goal was to identify ideas for exponential growth, with each experiment targeting a KPI based on AAARRR metrics. We adapted agile practices to growth work and invited colleagues from other teams to themed brainstorming sessions every two weeks.
Here are some of the experiments we ran:
#1 Experiment: Referral
Share my shopping cart
We ran this experiment to assess demand for a cart-sharing feature.
KPI: CTR
Hypothesis: A “share my cart” button would encourage customers to share their carts with others.
We ran an A/B/C test with two variants: “share my cart” and “share my cart on WhatsApp.”
Results:
Conclusion: Approximately 2% of customers were likely to share their carts, and the WhatsApp sharing button was more appealing than the other option (+47%).
#2 Experiment: Awareness
TikTok Christmas challenge
This was Lider’s first TikTok challenge. KPI: Number of participants.
We asked TikTok influencer Itay Vargas to invite his audience to take part in a challenge featuring Lider’s products.
Hypothesis: A TikTok challenge promoted by an influencer would attract more than 1,000 participants.
Here is the challenge: https://vm.tiktok.com/ZMJWutBFJ/
Results:
Views: 1.9M
Likes: 700,000
Engagement: 4.9% ([(Likes + Number of comments)/Number of followers]*100)
Challenge: 1,500 participants
Cost per view: $2.5 CLP
Conclusion: Social media engagement helps position a brand among younger generations. Some studies also suggest that it reduces churn.
Data value exploration
Experimenting with data models.
This team’s mission is to identify opportunities and needs that can be addressed through data models, machine learning, and advanced analytics.
I have been helping product teams build their knowledge of experimentation and need-finding, giving them tools to develop hypotheses for experiments in CRO and data intelligence.
I am excited by the challenge of improving user experiences with data and learning to work closely with data scientists and data teams.