Migipedia: A Model for Digital Engagement in Shaping Product Offerings

12 Oct 2024
MarCom
Post by Enhance

desktop showcasing the migipedia platform with a Mirgos shop in the background

Imagine having the power to directly influence the products found on store shelves. For Migros customers, this is a reality. Migipedia is Migros' innovative digital platform that enables shoppers to rate products, test them for free, ask and answer questions, and ultimately shape the product lineup at their local stores. This platform is not just a feedback tool; it’s a thriving community where clients' opinions truly matter.

What is Migipedia?

Migipedia is the Migros community, a place where customer feedback isn't just heard—it's valued. The platform brings shoppers into the decision-making process, giving them a voice in the products they use every day. Whether clients are passionate about their favorite snack or feel that a product could use improvement, Migipedia provides the tools to share their thoughts and help Migros improve its offerings.

Why Migipedia is More Than Just a Rating Site

As a customer-focused brand, Migros has taken the user-centric philosophy to a new level with migipedia. The platform goes beyond product reviews by encouraging engagement and interaction. Customers can test products for free, ask questions, participate in discussions, and even respond to queries from fellow users. In this way, shoppers aren't just passive consumers—they become contributors to a community that helps shape the way Migros serves its customers. This collaborative approach adds an extra layer of satisfaction, knowing that their feedback can influence which products make it to store shelves.

How It Works: Open to Everyone, With Extra Perks for Cumulus Card Holders

One of the key strengths of Migipedia is its inclusivity. Most of the platform’s features are accessible to all Migros customers, regardless of whether they hold a Cumulus card (Migros' free bonus program). However, Cumulus cardholders enjoy additional benefits, such as the ability to rate products directly on Migipedia. For non-Cumulus cardholders, the option to rate products is still available via the Migros online market. Customers can simply select the product they wish to review, scroll to the “Most Important Attributes” section, and click on the rating line, which links directly to Migipedia—no login with a Cumulus card is required.

A Platform for Everyone: Available in 4 Languages

Migipedia is designed to cater to Switzerland’s multilingual community. Whether users speak French, German, Italian, or English, they can participate in discussions, share feedback, and read reviews in their preferred language. The platform also offers automatic translations, allowing users to post in their language of choice, with content being translated to match the language of the platform version they are using. However, some features, such as discussions, ratings, and polls, remain language-specific, meaning a review posted in French will only appear on the French-language version of the platform. But let’s not worry—there's always a community of like-minded users in each language group.

The Bottom Line: Why is Migipedia Considered a Best Practice?

Migipedia is a standout example of best practices in digital engagement for several key reasons:

1. Customer-Centric Design: The platform places customers at the center of its operations. By enabling users to rate and test products, ask questions, and join discussions, Migros ensures that customer preferences directly inform business decisions. This not only improves customer satisfaction but also strengthens brand loyalty. When customers know their voices are heard, they are more likely to remain engaged with the brand.

2. Inclusive and Accessible: Migipedia’s inclusivity is one of its most significant strengths. While Cumulus cardholders receive the perk of rating products directly on the platform, non-Cumulus customers can still participate in product ratings via the Migros online market. This open access fosters a strong sense of community for all shoppers, regardless of their level of membership.

3. Multilingual Support: Given Switzerland’s linguistic diversity, the availability of Migipedia in four languages—French, German, Italian, and English—is a crucial advantage. It allows users from different language backgrounds to engage fully with the platform, while automatic translations enable seamless communication. This commitment to digital inclusivity and a rich customer experience makes Migipedia a model for other platforms.

4. Localized Content for Deeper Engagement: While automatic translations are helpful, features like ratings, discussions, and polls remain language-specific, making content feel more relevant and localized. This ensures that discussions resonate more deeply with the specific communities involved, creating a more meaningful experience for users.

5. Community Building: By allowing customers to ask and answer questions, Migipedia transforms from a simple product rating site into a dynamic community. Shoppers interact not only with the brand but also with one another, creating a sense of camaraderie. This peer-to-peer interaction deepens engagement, as customers are more likely to trust fellow shoppers' feedback and feel motivated to contribute their own opinions. Additionally, the platform's discussion feature allows users to engage directly with the brand, fostering open dialogue.

6. Data-Driven Decisions: For Migros, Migipedia provides valuable insights from customer feedback, reviews, and discussions. These insights enable the company to make data-driven decisions regarding which products to stock, which items need improvement, and even what new products to introduce. By staying closely aligned with customer demand, Migros ensures that its product lineup remains relevant and competitive.

Given that Migros, along with its main competitor Coop, holds a significant portion of Switzerland’s grocery market share (about 70%), Migipedia presents an incredible opportunity for shoppers to have a say in the products they use every day. This platform not only allows them to voice their opinions but also to connect with other shoppers and influence what ends up in their local stores. The chance to test products for free adds even more appeal.

Migipedia serves as a shining example of best practices in customer engagement. Its inclusive design, community-building focus, and commitment to listening to customers set a high standard for what a customer-centric digital platform should be. Whether shoppers are passionate foodies, health-conscious individuals, or simply enjoy being part of a community, Migipedia is the ideal platform to engage with Migros in a meaningful way—ultimately helping the brand “make Migros even better.”