Meal kit specialist HelloFresh believes being a direct-to-consumer brand gives it a distinct advantage in understanding customer motivations as it is responsible for the end-to-end journey from awareness to retention.
Crucially, HelloFresh uses a behavioural app to understand how its users cook at home. Customers are asked to record what they’ve been cooking, the ingredients they’ve been using and how they go about doing supermarket shopping. They are asked to upload pictures and videos, as well as written descriptions.
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