Kauppahalli 24

Customer Lab to develop the e-grocery shopping experience with customers

Kauppahalli24 is the largest independent online grocer in Finland. The challenge for the business is to ensure that its growing customer base stays happy and comes back again. The development team needed a ‘sandbox’ to quickly test and iterate different development ideas with customers. The key is to understand what new features, offering or services would add most value to customers and drive up the shopping basket size and frequency.


To solve the challenge Kauppahalli24 launched their own private customer lab with 200 customers to have a say in different development efforts. The lab has been used for improving digital journeys, looking at new geographical areas all the way down to bread and depth of the grocery offering.

Our customer lab has helped us to dramatically increase the frequency of how we involve customers into our cx and digital development processes. Having a private lab gives us the ability to test some early ideas with real paying customers and let the bad ideas go before we commit resources.
Petri Toivonen, CEO, Kauppahalli24

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