1.
Curation: the Grocery E-Commerce
Edition // Nov. 2019

2.
Introduction
• A part of the e-commerce appeal for shoppers is the stress-free shopping
experience: hyper convenience, speed and variety with minimum effort.
• However, the subject of variety is a double-edged sword: while it reduces stress on
the one hand, it also induces stress due to the inability to choose, and can even
cause shoppers to abandon the site without completing a purchase.
• This is one of the reasons why we consider curation is a key strategy for e-
commerce retailers. Curation eases the path to purchase, making smaller selections
of hand-picked and/or personalized items, and can drive unplanned sales as
shoppers discover surprisingly relevant items.
• Just as importantly, curation is the basis for differentiation in a highly competitive
market.
• This report examines 7 of the leading grocery e-commerce websites, as part of the
Schieber Research e-commerce best practice benchmark. The websites are leading
in terms of visitors, per Alexa Ranking.
(The research was done in November, 2019: right before the big Holiday Shopping
season. Therefore, you will see holiday gifting, autumn collections and related themes.)

3.
Curation Strategies in Grocery E-commerce
Basic Better Best
• Product Categories
• Calendar events
• Deals
• Dietary needs
• Personalization
(Location based)
• Inspiration (type of
meal occasion/ need
and recipes/step by
step preparing)
• Unique finds
• Personalization
(dynamic – AI,
Recommended for
you on the front
page)
• Curated by chef/
Sommelier
• By Values and claims

4.
The Websites
Alexa U.S rank: #33
Las-Vegas
Alexa U.S rank: N/A
New-York
Alexa U.S rank: #94
Texas
Alexa U.S rank: #1,083
Arkansas
Alexa U.S rank: #2,088
Texas
Alexa U.S rank: #2,917
New-York
Alexa U.S rank: N/A
New Jersey

5.
Walmart: Selection Type
• The website’s primary hierarchy is by departments and best sellers near the
user’s location, then by calendar events or season, organic section and curated
selections.
Primary Selection Secondary Selection Curated Collections
• By departments
• Based on location
• Calendar events or season
(e.g., Holiday Shops, “Cold
& Flu Shop”)
• Organic
• Type of course or occasion
• Special Dietary Needs
• Hand picked by experts

6.
Walmart: Curation Examples
Products by Calendar events or
season: stock your pantry with “must
haves” for thanksgiving meal or buy
comfort foods for fall
Personalized: Best sellers by location Organic offers by product type or
occasions (mornings, On the Go,
Easy Family Dinner, “Hand Picked by
Our Experts”)
Shop by department: basic
categories/ holidays special, like
thanksgiving or Christmas/ by
special dietary needs
By category or courses- “quick and easy sides”,
“roast the turkey like a pro”, “no fuss appetizers”
Gluten Free, Paleo, Meat
Substitutes, Non-Dairy, Atkins,
Weight Watchers, Whole30, Kosher
“Hand Picked by Our Experts”

7.
Amazon Fresh: Selection Type
• The website’s primary hierarchy is by departments, Calendar events, local market
section and deals then by curated selections.
Primary Selection Curated Collections
• By departments
• Local market
• Offers (e.g., deals and savings )
• Calendar events (e.g., Holiday Shops, top
picks for Fall)
• Recommended for you (in some sections)
• Concepts/ Need or occasion (Protein-rich
snacks, carnivorous craving, Be ready for
snack time)

8.
Amazon Fresh: Curation Examples
Products by calendar events
or season- “tops picks for
fall”/ “prepare for
Thanksgiving”
Everything for the holiday Personalized: local market Personalized: Recommended
for you
“Explore local favorites from
the Northeast”

9.
Target: Selection Type
• The website’s primary hierarchy is by departments and calendar events, then by
offers, specialty diets and curated selections.
Primary Selection Secondary Selection Curated Collections
• By departments
• Calendar events (e.g.,
Holiday Shops
• Offers (e.g., deals)
• Specialty Diets
• Snacks & Lunch Ideas for
Kids
• Trending sections (e.g.,
trending dinner ideas,
trending grocery)
• Inspiration (e.g., Dinner
Ideas with step by step
personalization)

10.
Target: Curation Examples
“Crowd pleasers”: everything you
need for a memorable meal
Dinner Ideas with everything you
need: Holiday leftovers, Pizza night,
Asian/Italian/Mexican inspired
meals
Specialty Diets: Keto Friendly,
Gluten Free, Vegan, Mediterranean,
Vegetarian, Organic, Paleo Friendly,
DASH
Trending Grocery
Explore main course items

11.
Kroger: Selection Type
• The website’s primary hierarchy is by departments, calendar events and offer,
then by meal planning, diets and organic section and curated selections.
Primary Selection Secondary Selection Curated Collections
• By departments
• By calendar events, seasons
or occasions (e.g., Holiday
shops, Fall shops, Family fun
night)
• Offers (e.g., savings)
• Meal planning
• Diets
• Natural & Organic
• Unique finds
• Restock
• By flavors (Fall favorites)
• Personalized step by step
meal
• Occasion: Family fun night

12.
Kroger: Curation Examples
Products by Calendar events or
seasons (Thanksgiving, Christmas,
Tailgate, Fall shops)
Calendar events: Shop Fall
favorites by flavors, explore and
build slow cooer meals
Shop by meal planning
Video Recipes partnered with Tasty,
Seasonal, Trending, Most Popular,
30 Minutes or Less, 5 Ingredients or
Less, Quick & Easy, Seafood, Pasta
etc.

13.
Kroger: Curation Examples
Everything you need for a
family fun night
Shop by diet: Keto, Plant
Based, Paleo, Organic, Gluten
Free, Kosher
Unique finds Restock by department
“Explore a tasty trove of gourmet
delights and curated culinary
finds from across the globe. Each
unique item will tantalize your
taste buds and could be your new
favorite indulgence!”
Also offering holiday meal
recipe inspiration by diet

14.
H-E-B: Selection Type
• The website’s primary hierarchy is by departments, calendar events, offers and
then inspiration suggestions
Primary Selection Secondary Selection Curated Collections
• By departments
• Offers (e.g., Save big with
coupons)
• Inspiration (e.g., Tonight’s
meal, Breakfast made easy)
• Course (holiday shop)
Calendar events (e.g., Holiday
Shops)

15.
H-E-B: Curation Examples
Everything you need for a
Thanksgiving Day Feast
last minute inspiration:
Tonight’s meal, Breakfast
made easy

16.
Thrive Market: Selection Type
• The website’s primary hierarchy is by departments, deals, diets and then by
values and claims.
Primary Selection Secondary Selection Curated Collections
• By departments
• Diets
• Deals
• Front page personal picks
• Personalized Suggestions
• Values and claims • Curated wine by a Master
Sommelier

17.
Thrive Market: Curation Examples
“Top picks for you”, “Top aisles
for you” and “shop by your diet
& lifestyle”, based on a quiz
customers answer about their
preferences when registering
“Because you love” & “Because
you use”
Shop by diets, certifications,
health & ingredients claims,
environmental & social claims
“Clean Wines: Sustainably
sourced from artisanal producers,
curated by a Master Sommelier”
Members also earn free full and trial
size gifts based on their preferences
with every purchase

18.
Thrive Market

19.
Whole Foods: Selection Type
• The website’s primary hierarchy is by departments, calendar events, offerings,
and by location, then by course type (for the holiday shop) and curated
selections.
Primary Selection Secondary Selection Curated Collections
• By departments
• Location based
• Offers (e.g., Exclusive
savings for Prime members)
• Calendar events (e.g.,
Holiday Shops)
• Occasions (e.g., “shop the
ultimate breakfast”)
• Type of course (Holiday
Shops)
• Top picks by culinary
influencers

20.
Whole Foods: Curation Examples
Personalized by location: “Popular
near you” & “Trending near you”
“Holiday like a pro chef”: Top picks
from culinary influencers
Special Holiday offerings: Classic
holiday entrees, Quick and easy
sides, Sides that steal the
spotlight, Vegan friendly, Easy
elegant appetizers
Exclusive savings for Prime
members

21.
E-Commerce Best Practices – Learn More
• Among other products and services, Schieber Research curates a database of leading
e-commerce platforms and analyzes them according to a wide selection of parameters
spanning from the shopping process to shipping options, through customer service,
loyalty and curation strategy, in industries such as fashion, beauty, food and beverage.
Contact us for available reports and analysis.
• Schieber Research is a high-end tailor-made marketing research and competitive
intelligence boutique company founded in 2009.
• Schieber Research supports leading and growing businesses in their strategic as well as
tactical innovation and marketing decision making, through local and global market
research and competitive intelligence. Through concise tailor-made and ad-hoc
analysis Schieber Research provides insights, recommendations, benchmarks and
information regarding competition, innovation, trends and disruption whether in the
respective industry or through a cross-industry analysis.
• Schieber Research's founder and CEO, Hamutal Schieber, has almost 20 years of high-
end experience in market research, and is a leading expert and speaker on innovation,
consumer trends, digital innovation, and marketing.

22.
Thank You.
Please contact us with any question.