Smart & Final launches separate platforms for business, household consumers

Dive Brief:

Smart & Final has launched two customized online shopping portals at SmartandFinal.com and Business.smartandfinal.com, according to a company press release. Both platforms are also available in app format.
The household platform allows users to view weekly specials and add items to their shopping list or cart for delivery. It features shoppable recipes, a profile to save dietary allergies and preferences, subscription management, payment options and payment history as well as intuitive purchasing suggestions.
The business platform allows users to create a profile with their business information, apply for tax exemptions, receive tax exemptions for online orders and pay for delivery orders.

Dive Insight:

In addition to the two individual platforms, Smart & Final has introduced a completely redesigned website experience for shoppers. The company said it will continue to listen, test and explore new ways to enhance SmartandFinal.com.

Smart & Final’s new bifurcated shopping platforms are designed to provide users with a seamless experience that can be customized to each shopper’s needs. Consumers are increasingly seeking out retailers that can serve as trusted advisors and provide personalized experiences rather than simply act as purveyors of goods, according to Accenture and The Retail Industry Leaders Association.

Building out a platform just for its business customers, which is a vital segment for the company, will present those shoppers with a streamlined, better targeted experience. Fellow warehouse retailers Sam’s Club and Costco both offer business membership services including company credit cards and deals on business payment solutions.

Smart & Final has spent much of the last year focused on growing its online retail options, including the launch of a Shop Smart & Final mobile app. The company has opted for building out these digital offerings in lieu of pursuing store expansions after increasing its footprint fairly aggressively in 2016 and 2017.

Earlier this year, Smart & Final was acquired for $1.1 billion by private equity firm Apollo Global Management. The warehouse chain has struggled to compete since going public in 2014, but its strong foodservice segment appears to be the most viable.

Smart & Final recently promoted its core grocery offerings in a multimedia ad campaign featuring its fresh produce, bulk buying options and competitive value. The campaign was designed to demonstrate how the brand offers different value propositions to business and household audiences and to make a more emotional connection with customers.