Dive Brief:
- E-grocer FreshDirect tapped digital product agency Work & Co to revamp its main website as well as mobile touchpoints to streamline customers’ digital shopping experience, according to a late July announcement.
- The updates focus on improving product discovery, emphasizing brand display, modernizing the platform’s look and other improvements.
- FreshDirect’s efforts to revamp its online platforms follow the company’s decision last year to reduce its delivery footprint.
Dive Insight:
Both the redesigned website and mobile app rolled out to the public in June, according to an announcement published by Work & Co. The improvements involved “integrating data-driven insights and customer feedback,” Amit Thummala, FreshDirect’s chief technology officer, said in a statement.
New features include consolidated navigation to improve browsing, discovery and reordering; stronger messaging and iconography to bolster brands’ presence; streamlined flows to locate and book delivery slots; and an updated visual design, according to the announcement.
The new website homepage displays icons of grocery item categories such as prepared and deli, product, meat and seafood, dairy and more while also showcasing the “week’s best for less” products as well as affordable meals from FreshDirect’s kitchen.
“Grocery shopping is a really individualized experience — some people want to get in and out and others love browsing and need to hit every aisle twice,” Work & Co Partner of Product Management Narguess Noshirvani said in a statement.
FreshDirect, a unit of Ahold Delhaize, has been delivering to the greater New York metropolitan area since 2002, according to the company's website, and this latest update builds on continued improvements for its customer base. Last August, FreshDirect outlined a plan to launch its first shopper loyalty program in partnership with digital marketing agency BAM Strategy.
