Competitor Analysis -Woolworths Supermarket —

Personalisation FY21 - RECIPES

This analysis provides both an offensive and defensive strategic context to identify opportunities and threats.

Introduction

WooliesX was engaged to conduct a competitor review of the personalised recipes section on the Woolworths website, focusing especially on smart substitutions, but considering other areas that together strengthen the overall personalisation experience for our users. The competitor websites compared included: Coles, ASDA, Tesco, Sainsbury’s and Kroges.

This review focused on several areas of the website including: the recipes homepage, recipes navigation, meal planning, substitutions and personalisation features, making a general review of the overall sites and how they have solved substitution issues.

The purpose of this review was to inform the future direction of the personalised experience of the site.

Problem

WooliesX Team wanted to show personalised ingredients on the Recipe page — making the user able to see products that they usually buy / have bought in the past substituted for recommended ingredients.

We want to understand how to display these options to the user and how/if to show personalised ingredients alongside the recommended ingredients.