Avocado Isn’t Toast

Perhaps because its perfectly instgrammable or because its significantly more satisfying than the toll of homeownership, either way, avocados have become an everyday staple. In fact, we eat four times more avocados today than we did ten years ago and to keep up with the demand, over 80% of avocados consumed in the U.S. are imported from Mexico.

Avocados from Mexico, is capitalizing on the insatiable need for their product by making the recipes on their website shoppable. Now, shoppers can indulge in their habit by choosing from a host of delivery partners – Amazon Fresh, PeaPod, or Walmart Grocery – to get all the ingredients needed to make anything that calls for everyone’s favorite berry. Avocados views shoppable recipes as a service to its own customers, rather than a way to win some of the e-commerce pie.

By garnering customer demographics and preferences, Avocados from Mexico will use machine learning to deliver better, more personalized content to consumers. “We’ve been working very hard in the past to try to get as much data as possible from our consumers,” said Alvaro Luque, president and CEO of Avocados From Mexico . “We’ve been building a very robust CRM system to get them as close as we can to our brand. Every deep investment we can do will help us build this big database we are trying to develop.” Luque said more data will help the company understand the e-commerce preferences of consumers and enhance the customer experience. Avocados From Mexico can determine a metric that is very close to ROI by comparing the cost of its ad campaign with the total value of the products moved to shopping carts, said the company.

While most other grocery products don’t share the same fame as avocados do and can’t expect consumers to visit their site to discover more, building consumer relationships (or more bluntly: gathering consumer data) is especially important to maintain relevance in Amazon’s latest sector play.

Why its hot: Elevating customer experience through personalized content is no longer reserved for high price point products, but rather has become table stakes. Are avocados doing a better job at CX than your brand? 

Source: Digiday