Customer story

How Gigantic turned Variety Pack browsers into flavor loyalists

The challenge

Gigantic's entry point is the Variety Pack, four flavors in one carton designed to let someone find their favorite. The problem is what happens after. Shoppers who tried the Variety Pack came back to browse individual flavors, but Gigantic had no way to know which one had caught them or how close they were to committing to a full carton. Meanwhile, gift-buyers were browsing the same pages as personal buyers with very different intent. At $39 a carton, most people need more than one visit before they pull the trigger. Without knowing where each person was in that cycle, follow-up was one-size-fits-all, and the window to convert a warm browser into a repeat buyer kept closing without anyone noticing.

“People come back to our site more than once before they buy. We just couldn't see it happening. Arnio made that visible, and suddenly we knew exactly which flavor someone was eyeing and when to reach them.”