The Behaviorally Blog

Case Study: Soupergirl

Written by behaviorally | Mar 27, 2024 12:00:00 PM

BUSINESS CRITICAL ISSUE

Soupergirl was looking to refresh the packaging of its fair food pre-made soup offerings, before launching in more mainstream stores. The team was also seeking a broader understanding of consumer path-to-purchase routes when shopping for vegan/kosher soups.

MULTI-MODAL ENGAGEMENT

Pack.AI™ identified opportunities to strengthen visual equities for the design brief. TransactionPath provided insights on trends and comparisons between Soupergirl and similar soup websites in the category.

GROWTH OUTCOMES

  • While Soupergirl’s design showed competitive advantage, challenger brands must work harder to build brand equity and awareness for long-term success. This includes:

    • More prominent branding and showcase the ingredient visuals

    • Choosing a unifying portfolio color to ensure shelf standout

  • Website analytics revealed:

    • Audience loyalty is high (over 90%)

    • Soup is most often searched and shopped for on mobile

    • The demographic is largely women of millennial age

    • A large component of sales are soup gift baskets

    • Soupergirl has seen increases in monthly visits and duration over the past three years

    • An area to focus on is retention of users when on the site to lower bounce rates

 

Data intelligence to own the most valuable moment in marketing: when a purchase transaction occurs.