Shopper Insights
Turning Shopper Data into Strategic Insightsvolutionize the Food Delivery Space
Team
Year
Role
2024
Senior Product Designer
Product Manager, Product Designer, 2 Data Analysts, ML Engineer, 4 Engineers
Project Overview
When I joined Loblaw, I was brought into a new initiative focused on building Shopper Insights, a self-serve insights platform for shopper marketers and brand managers. The long-term vision was to provide a single source of truth across tactics like retail media, promotions, and distribution. My role was to lead the design of a functional proof of concept (fPOC) focused on retail media insights, which we delivered in three months.
The fPOC aimed to test market fit and lay the groundwork for a scalable platform that helps marketers understand how different shopper segments behave and how their brands perform across Loblaw’s ecosystem.
Challenge
Marketers often rely on a mix of internal teams and third-party sources to access shopper insights. Our research confirmed that this information is fragmented and difficult to navigate. Visibility into performance within Loblaw’s ecosystem was especially limited unless shared directly by a Loblaw Advance account executive.
Shopper Insights set out to bring these insights into a single, self-serve experience. The challenge was to deliver a focused, functional solution quickly, while also setting up the structure needed to support future growth.
Bringing It to Market and Moving Forward
The functional proof of concept is currently in beta with eight of Loblaw’s largest Advance clients. While feedback is still being gathered, we have heard that the tool is proving useful in certain planning scenarios.
This early response has reinforced the importance of designing with flexibility and long-term growth in mind. The project also deepened my understanding of the retail space and how marketers use data to guide decisions. It shaped how I approach product thinking across teams, especially in my current work on the Omni-Channel platform, where I apply these learnings to tools that help assess campaign performance and health.
Building a Foundation for Actionable Insights
Through user interviews, we identified two key user groups: upstream budget owners seeking strategic recommendations, and downstream marketers needing tactical insights.
We focused the fPOC on retail media, as it was both highly relevant to marketers and the most feasible to support within our timeline.
In collaboration with product and research, I designed the experience and content structure. We tailored the insights to include recommended budgets, channel splits, and projected ROAS based on user feedback. The interface was built to scale as new data types are added.