A Virtual Universe Dedicated to Food - Case Study of Meny.no
Meny is Norway’s largest grocery chain with 186 stores and part of NorgesGruppen, one of the biggest companies in the Norwegian food industry. They are passionate about food and have a mission of inspiring people and provide sustainable and environmentally friendly foods and services.
With over 50 million visits per year, their website Meny.no is one of Norway’s largest online platforms dedicated to food. In 2021 they are likely to pass 60 million visits of people coming in to read their articles and recipes or make online purchases. It is – in short – a virtual food universe dedicated to ensuring an inspirational and user-friendly buyer’s journey.
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The digital shopping experience
The way we shop has changed massively during the past few years. Just 10 years ago, online shopping was mostly just a known concept when buying clothes or accessories, but now almost any form of retail has its online counterpart. After the pandemic hit in early 2020, more and more of our shopping experiences have turned digital. Instead of wandering around in stores, we are now watching ads and reading articles, gathering information online before selecting and purchasing items through digital platforms. For retailers, thriving in this virtual world requires significant digital strategies from even the most established brands.
“The nature of online retail has changed. Whereas the website previously worked on getting the customer’s attention, it is now to a larger degree used to win the customers. We are not as focused on paying for the traffic as we used to. Instead, we produce content that draws people to our site.” – Marie Lunde, Digital Marketing Manager
For Meny, the website has been crucial in maintaining and increasing their market share and is now used both for generating interest and converting that interest into online sales. Reacting to online trends and making relevant and inspirational content at a high pace are among Meny's strategies for success. For example, if Seafood or Berries are trending on Google or Social Media, then Meny will strive to make content that compliments such trends, which they did back in February of 2021 when ‘Baked Feta Pasta’ was a huge hit on TikTok.
“We could actually clearly see how the interest affected the sale of Feta cheese. […] Hockey Crocs was a hit last year, and we were completely sold out of candied crocodiles and hockey powder. Dalgona coffee was also a must last year when everyone all of a sudden had to work from home offices. In that instant, we pulled up our sleeves and make a really good recipe that has over 300 000 clicks.”
The importance of visuals
In order to provide visitors with inspirational and engaging content, Meny has hired analysts, content producers, chefs, and photographers, in addition to their IT staff. This way, they are able to draw new visitors through Search Engine Optimization (SEO) and keep them engaged through a visually pleasing and user-friendly site.
This is where FotoWare comes in. As a Digital Asset Management (DAM) solution, FotoWare enables Meny to organize and manage thousands of visual files in an effective and secure manner. This is important for many reasons, one of them being that having unique and high-quality images often leads to a higher SEO score on Google. Proper media management also enables Meny to keep track of copyrights, expiration dates, related content, and much more and is an essential part of their website’s success.
“We sell a lot of goods based on our articles. People love news. Trends become interests, which again converts into sales. It is fun to see that people are curious and want to try new foods.”
DAM for food retailers
For Meny, the website is a multi-functional platform, helping them with several stages of the buyer’s journey: From generating awareness and thought-leadership, converting this into sales, and to ensuring customer satisfaction.
“Hopefully, the customer wants to shop in our stores after spending time studying the content and becoming more inspired to create new food experiences. We are continuously working on improving our site to see how different set-ups and solutions convert more people and generate sales. However, there is a fine line here: We are first and foremost a trustworthy publisher of food-related content and aim to be a user-friendly option for the customer.”
By optimizing the value of their site, Meny can make cuts in other costs related to marketing, sales, and customer service, while at the same time increasing their market share. This multi-functionality, however, requires that the system runs fast, which can be a hassle when managing large amounts of data – especially visual files.
With the FotoWare DAM solution, Meny is able to keep all their visuals in one central platform that keeps track of every asset’s status, information, history, and much more. This way, they prevent using unapproved, expired, or duplicated images, and can publish and revoke content at a high pace.
If you would like to learn more about how Digital Asset Management can be used in the retail & e-commerce industry, check out how Lidex automates their image workflow in our on-demand webinar.