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Whatever you do Sam, don't buy me personalised ketchup for Mother's Day!!!

Digital product2 min readSam Page

Sorry Gemma, I couldn't resist. 😘

I love that Kraft Heinz have created a direct-to-consumer e-commerce store, with personalisation. It's a great opportunity for them to create a relationship directly with their customers, through digital.

I'm hoping they've done their research, and there are actually a number of mums out there who would like to receive a personalised Heinz product...!!!

That aside, the experience has some nice touches, including:

✓ Well targetted advertising across multiple social channels before and after a visit. In fact, the Instagram ad prompted me to make this order.

✓ Nicely targeted messaging and products, based on what their customers are [hopefully] looking for, such as a "Mother's Day" and "Student Boxes" which people can gift to a loved one.

✓ Product personalisation, both in terms of "build a box" and the ability to personalise products. And exclusive products. Which make the experience feel valuable.

✓ Loyalty scheme, based on points, to keep you coming back for more.

On the other hand, the fundamentals leave room for improvement. And ultimately, these are as important, if not more important, than the nice-to-haves.

Because I hate to be negative, in particular online, I've turned them into some tips for how you can get the basics right, to create an amazing digital experience, based on the 7DOTS Digital Experience Attributes Framework...

~ Be clear: any non-standard functionality (such as build a box) needs to have a seamless UX to be effective... otherwise it can become a blocker.

~ Be inclusive: Make sure you meet accessibility standards (WCAG AA+). Don't overwhelm users with too many messages or prompts (i.e. on a basket page). Decide what the priorities are on a page-by-page basis and keep it focused.

~ Maximise performance: Page speed is important - both from conversion point of view, but also to support search engine optimisation (SEO).

Kraft Heinz and THG we'd love to help if you need us! 😉

I'm Sam, the CEO of 7DOTS, a digital innovation agency that creates category-defining digital experiences. I love connecting with people and using technology to creating amazing things together.

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Please Like 👍 | Comment ✍ | Repost ♻️

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First published on LinkedIn.

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---
title: "Whatever you do Sam, don't buy me personalised ketchup for Mother's Day!!!"
url: https://sam-page.com/thinking/whatever-you-do-sam-dont-buy-me-personalised-ketchup-for-mothers-day
date: 2025-03-24
author: Sam Page
type: Post or article
categories: [Digital product]
reading_time: 2 min
summary: "Sorry Gemma, I couldn't resist."
first_published: https://www.linkedin.com/feed/update/urn%3Ali%3AugcPost%3A7309916630883401728
---

# Whatever you do Sam, don't buy me personalised ketchup for Mother's Day!!!

Sorry Gemma, I couldn't resist. 😘

I love that Kraft Heinz have created a direct-to-consumer e-commerce store, with personalisation. It's a great opportunity for them to create a relationship directly with their customers, through digital.

I'm hoping they've done their research, and there are actually a number of mums out there who would like to receive a personalised Heinz product...!!!

That aside, the experience has some nice touches, including:

✓ Well targetted advertising across multiple social channels before and after a visit. In fact, the Instagram ad prompted me to make this order.

✓ Nicely targeted messaging and products, based on what their customers are [hopefully] looking for, such as a "Mother's Day" and "Student Boxes" which people can gift to a loved one.

✓ Product personalisation, both in terms of "build a box"  and the ability to personalise products. And exclusive products. Which make the experience feel valuable.

✓ Loyalty scheme, based on points, to keep you coming back for more.

On the other hand, the fundamentals leave room for improvement. And ultimately, these are as important, if not more important, than the nice-to-haves.

Because I hate to be negative, in particular online, I've turned them into some tips for how you can get the basics right, to create an amazing digital experience, based on the 7DOTS Digital Experience Attributes Framework...

~ Be clear: any non-standard functionality (such as build a box) needs to have a seamless UX to be effective... otherwise it can become a blocker.

~ Be inclusive: Make sure you meet accessibility standards (WCAG AA+). Don't overwhelm users with too many messages or prompts (i.e. on a basket page). Decide what the priorities are on a page-by-page basis and keep it focused.

~ Maximise performance: Page speed is important - both from conversion point of view, but also to support search engine optimisation (SEO).

Kraft Heinz and THG we'd love to help if you need us! 😉

---

I'm Sam, the CEO of 7DOTS, a digital innovation agency that creates category-defining digital experiences. I love connecting with people and using technology to creating amazing things together.

Like this post?

Please Like 👍 | Comment ✍ | Repost ♻️

Want to connect?

Drop me a message and let's grab a coffee.