Jumbo Supermarkets, together with Bionext, the sector federation of Dutch organic farmers, has revealed the results of a test that they conducted last summer. The test was to stimulate the online purchase of organic products.
In addition to extra visibility through banners and inspiration lists, customers were encouraged to choose organic products more often through cross sells: customers who add a carton of organic milk to their shopping cart automatically see suggestions for other organic products, such as muesli and fruit. After the successful pilot, Jumbo has decided to continue using these nudges.
Subtle nudging worked out, says Bionext: 28% of online customers click on organic products more often because of the sentence “Organic, unsprayed peel.” No less than 10% of customers have added the organic alternative to their basket in the supermarket's web shop more often. The nudging should help Jumbo to sell at least 8% organic potatoes, vegetables and fruit in 2026 and at least 10% in 2027.