Miso.ai and Good Eggs: Revolutionizing the grocery shopping experience

Good Eggs, a leading online grocery delivery service, has been providing fresh, local and organic food to households for over a decade. With a commitment to sustainable food systems and creating access to high-quality ingredients, Good Eggs has become a trusted source for fresh food. But with unique tastes, needs, and goals around what we eat, the company turned to Miso.ai to develop a more nuanced and 1:1 personalized experience for shoppers on goodeggs.com

Challenge 

Low margins, high customer acquisition costs, and churn due to generic product recommendations and one-size-fits-all marketing tactics 

Shopping for food is very specific and personal for every individual and household. Consumers have strong opinions on what they want to eat, but at the same time, tend to be curious and open to trying new foods, brands, and cuisines. In this instance, generic recommendations and one-size-fits-all marketing can’t effectively connect to consumers, and cut through the noise and confusion to provide a great grocery experience. 

Additionally, the grocery business is not an easy one: margins are low, and customer acquisition costs (CAC) and churn can be uncomfortably high. To address this, Good Eggs made granular business intelligence a key priority. Miso.ai’s real-time user insights stood out as a clear alternative to generic, high-level cohort segmentation typical of legacy solutions. With a focus on identifying and prioritizing its most loyal customers and finding new ways to grow their business by engaging them and driving referrals to their friends and peers, Good Eggs went all in on a modern, data-driven approach to search and recommendation. 

Solution 

Use Miso.ai’s granular real-time user insights to enable high ROI retargeting and email campaigns along with personalized product recommendations

Miso.ai partnered closely with Good Eggs’ engineering leadership to tightly integrate all levels of their catalog data, with a focus on real-time availability and fulfillment data. This paired with Good Eggs’ investment in Segment and behavioral analytics gave Miso.ai direct access to their historical and real-time clickstream data via webhook, making behavioral modeling a snap. 

Miso.ai then generated performance marketing reports, identifying which visitors and customers, especially amongst new signups, were most likely to purchase repeatedly. This enabled the Good Eggs’ performance marketing team to develop high ROI retargeting and email campaigns to ensure this loyal cohort of customers were engaged and kept coming back to Good Eggs for their weekly orders and exploring what was new and relevant to them. 

The Good Eggs team then implemented Miso.ai’s modeling engine across goodeggs.com for product-to-product discovery across the site, enabling customers to discover related purchases and other products from their favorite farms and artisanal sellers. In the background, Miso.ai finetuned Good Egg’s search and rec engines on a multi-objective ranking basis to not just increase key conversions but also business metrics goals like margin, AOV, and liquidity. To ensure checkout rates, average order value (AOV), and average revenue per user (ARPU) grew, Miso.ai collaborated with Good Eggs on a new checkout recommendations flow to ensure customers didn’t forget key add-ons or interesting new indulgences to their orders.

Results 

Higher ARPU, more repeat sales, and revenue growth in a competitive space

Together with Miso.ai, Good Eggs has delivered a growing range of personalized experiences to their customers across web and marketing more efficiently than ever before. Not only has this resulted in higher ARPU, but also improved customer satisfaction, leading to increased repeat sales, revenue, and growth. Just as important, Good Eggs is leveraging the user insights Miso.ai is generating to optimize their performance marketing and their fundamental data-driven approach to loyalty, retention, and customer engagement at the core of their business. 

As Good Eggs expands their reach with nationwide shipping, this approach to customer-centric personalization and insights is opening up new revenue streams. Even more impressive is that they’re achieving this with a privacy-first, cookie-free approach to personalization as a brand. Good Eggs is proof that an intentional, holistic approach to personalization can create a unique grocery business that is able to drive down CAC, increase AOV, and drive up margins in a difficult and extremely competitive space.