FreshDirect rejuvenates online and mobile customer experience

Fresh Direct is doing some refreshing of its digital website and mobile touchpoints.

The direct-to-consumer grocer, which is headquartered in Bronx, N.Y. and a subsidiary of Ahold Delhaize USA, seeks to improve digital and mobile product discovery and reordering while also helping new customers understand its product assortment.

[Read more: Ahold Delhaize to acquire Fresh Direct]

To upgrade its online and mobile customer experience, the grocer partnered with digital product agency Work & Co. Across both channels, FreshDirect’s revamped digital environment now offers consolidated navigation features intended to make browsing and discovery easier and reordering faster.

In addition, the company upgraded its digital messaging and iconography to better convey the value proposition of its brand, including a focus on quality and express service. FreshDirect also streamlined workflows for finding and booking delivery slots and improved digital aesthetics.

“We’re excited to share the launch of a new website and app experience for our customers,” said Amit Thummala, CTO FreshDirect. “Through deep research and user testing, Work & Co helped to redefine and clarify the long-term vision for the FreshDirect digital experience across both platforms. Our partnership was instrumental in integrating data-driven insights and customer feedback into the redesign process. By leveraging this valuable input, we were able to create a faster, more streamlined experience that aligns with our customers’ preferences and expectations.”

“Working on such an iconic New York brand was a dream project. 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,” said Narguess Noshirvani, partner of product management at Work & Co:. We wanted to create an experience that highlights the amazing products that FreshDirect sources as well as the convenience of their various delivery options, all while supporting the different types of shoppers that visit the site daily.”

“We take pride in our longstanding position as pioneers of innovation within the retail grocery industry, having led the way for two decades,” said John MacDonald, chief marketing officer, FreshDirect. “With the support and expertise of Work & Co, we have successfully transformed our digital experience, making it even more convenient and user-friendly for our loyal customers.”

FreshDirect delivers fresh food groceries directly to customers in the Tri-state New York area.

[Read more: Exclusive Q&A: FreshDirect sees online holiday opportunity]