BEHAVIORAL CHALLENGE: Promote healthier eating choices
SMART NUDGE: Leveraging social norms in food purchasing
We implemented a social norm nudge strategy, informing customers about the popular combinations of fruits and vegetables bought by others. This approach was integrated into Rimi’s physical stores across the Baltic region and on the digital e-commerce platform. Customers encountered these nudges in stores and online, especially after adding related products to their carts. The nudges were tested through the pairing of specific products, such as Greek yogurt with blueberries.
Purchase data was analyzed to identify items that are commonly bought alongside key healthy products, like blueberries. Through this analysis, recommendations were generated based on peer social comparison nudge techniques, enabling suggestions to be made about what is often purchased alongside products like Greek yogurt, as observed in similar customer buying patterns.
RESULTS: Significant increase in fruit purchases
In the successful pilots, where the planned set-up was implemented precisely, the nudge strategy led to:
- A remarkable 44% increase in the purchase of blueberries when paired with greek yogurt in physical stores
- A 30% increase in online purchases of the same combination in the e-commerce store.
This success highlights the potential of nudges in steering consumer behavior towards healthier and more environmentally friendly choices.
We are thrilled to have successfully executed a healthy shopping habits pilot in cooperation with Nudgd in the Baltics as a follow up from Future Hub acceleration program. It has been a most productive experience working together with the Nudgd team over the course of several months
- Raimonds Sausais,
increase in the purchase of blueberries when combined with Greek yogurt in Rimi's physical stores.
Do you have questions about the project or are you curious if your organization can make a similar effort?
Contact Ola Rynge, CTO at Nudgd.