Good Eggs reinvents the grocery experience in-app with Contentstack

Good Eggs is known for delivering really good groceries straight to customers’ front doors. As a retailer, the business recognizes that quality and convenience is always going to be a top differentiator for customers, and that expectations around convenience are only increasing over time. As all retailers evolve their omnichannel journeys, Good Eggs saw the need to modernize their tech and elevate the digital experience for the customer, providing some of the same benefits as experienced in-store. 

“For online grocers, the biggest competitor is physical retail,” Chris Jocson, Chief Operating Officer, Good Eggs, said. “Nine times out of ten, a consumer is going to go to the store, and as we don’t have that element of physical touch, for us it’s about creating that experiential component using visual merchandising.” 

Good Eggs already had a mobile app experience for users, but on the back end it took a lot of time to update content. The process relied on the marketing and merchandising teams putting in a request to technical teams, submitting updates as much as a week or two in advance. A key goal of updating the tech stack was to support the team in self-serving content updates, and therefore reducing the time-to-publish. 

After researching CMS options in the market, Contentstack was chosen to power key content channels, in particular the home page of the mobile app — which is a powerful e-commerce engine that enables users to order groceries straight from their mobile device. 

Through Contentstack, the mobile app is now used to promote offers, highlight hero stories, and serve specific content to the user such as products that are on sale, seasonal, or trending. Today, Good Eggs makes daily, weekly and monthly updates to the app using Contentstack, based on the stories they want to tell their customers. 

“Our app users are our stickiest and most loyal customers, and within the app the first tile we present through Contentstack on the home page is one of the most highly engaged with areas of the app,” Jocson said. “We get a ton of value through those surface areas.” 

“Contentstack helps us to represent quality digitally,” Percival Agoncillo, Merchandising Lead, Good Eggs, said. “It makes it easier for us to spin up and put in rotation some of the stories we want to highlight, and differentiates us from products in an aisle. A lot of people can go into a shop with a list, but we’re inspiring people to look ahead for the season, and creating a holistic experience from shopping to fulfillment. We’re going beyond the shopping list.” 

One example of this is building a gifting aisle during the holiday season. By adding promotional content as a hero entrance feature on the mobile app, Good Eggs has found a way to introduce new value propositions beyond traditional weekly groceries, adding storytelling elements behind locally-made giftable products, and increasing revenue. 

Behind the scenes, it’s much faster for marketing and merchandising teams to update content, and they are no longer reliant on engineering, or putting their content changes in a queue. Instead, they can self-serve content updates within Contentstack, and make real-time changes to cater to an audience who also has on-demand needs. 

In addition to Contentstack, Good Eggs benefits from integrations with Cloudinary and Algolia. Cloudinary has streamlined asset management, reducing the storage overheads in downloading images and uploading them to Contentstack, and making it easy to quickly find inspiration for the stories being run in-app. Algolia is being used for search and discovery, augmenting the user experience with features such as trending searches, as well as supporting teams behind the scenes. 

“We can use Algolia to dive into ‘no results’ data, where we can better understand what shoppers are looking for and unable to find,” Jocson said. “This is really rich data for us so we can better serve customers, and potentially add new products to meet their needs. “

Next on the roadmap for Good Eggs is to launch enhanced personalization features, including a survey to get user feedback. They will explore additional user experience improvements, such as a sliding carousel in-app. Looking further ahead, Good Eggs is working on leveraging Contentstack to power its web instance, creating a more cohesive and comprehensive experience everywhere their customers shop.  

Key wins for Good Eggs with Contentstack include: 

• Direct revenue generation: The mobile app is used by Good Eggs’ most loyal customers, and welcomes 15k monthly active users who complete purchasing journeys in-app. 

• Simplified content updates: Marketing and merchandising teams can now self-serve content updates, reducing the lead time for content changes from two weeks to real-time. 

• Elevated digital experience: Through fast content updates and the ability to reimagine engagement through partnerships and hero content, Good Eggs can offer an inspirational experience to rival the physical grocery store.