Buying groceries might seem like a simple routine task to do until you finally get down to doing it. Even the thought of going to the supermarket is so annoying- struggling for parking, coping with the crowd, dodging shopping carts, waiting in long lines, it seems to always take longer than planned. Ugh-it’s icky to do that every time as groceries are not a discretionary expense, you need something every week. No doubt online grocery shopping has gained bountiful attention lately, by letting your food and other necessities come to you instead of you having to go get them. It’s not a niche service anymore, especially for the urban millennial.
In fact, as per a report by IbisWorld the online grocery industry is a $13 billion industry in the US—and rapidly expanding.
With the convenience of an online grocery service, consumers sit in the comfort of their home any time of day or night and pick their everyday products on a supplier’s website and schedule a time for their food to be dropped off at their door step. Imagine no more bag lugging, avoiding the grocery-store hassle and saving some money and time. I am not going to explain much about the process here as all of you have probably used an e-grocery service at least once (if not many times), thanks to our insanely busy schedules.
With the recent acquisition of Whole Foods by Amazon the online grocery service market has become one of the most competitive fields and with many players competing. As far as digital customer experience goes, my all-time favorite is AmazonFresh which I consider to be the gold standard in the industry. In this report though, I have decided to compare the digital experience of two of the other top online grocery retailers- FreshDirect and PeaPod.
Keep reading to see what I thought of each service.
If you are a New Yorker, you know FreshDirect. It’s been around in the New York city for almost 15 years and has become a household name. It is a division of Fairway, a popular grocery store chain. Lately, it has expanded to other states including: New Jersey, Connecticut, Pennsylvania, and Washington DC.
FreshDirect is popular for its distribution of just-picked fruit and vegetables (with local and organic options). It caters to all those crazy busy people who love making and eating fresh, mouth-watering food. The website also offers custom-prepared groceries and meals for its customers. It also offers wines, both domestic and foreign. But in terms of pricing, when compared to other online grocery retailers, FreshDirect is surely not for the frugal shoppers.
The website is pretty cluttered, but it covers a lot of variety, from regular grocery products to cleaning products and flowers. It has some incredibly effective website functionalities and user engagement features that have helped it in driving sales over the years and becoming one of the top performers of the industry.
Their home page banner is regularly updated to reflect real-time deals and promotional codes. Just like its name, the imagery and CTAs used in the site also look fresh and vibrant. Compelling language such as “Freebie Mondays” and “The Freshest Groceries Delivered to your Door” simply entice visitors and spark interest in buying fresh stuff.
Image credit: FreshDirect
Their messaging is simple and precise. In order to emphasize on critical keywords, they have made use of different text styling and fonts, which is great. Offering first time users a fabulous deal of “2-month delivery pass trial for just one penny” is just the right stroke played by them.
Image credit: FreshDirect
I’m surely wowed by FreshDirect’s One-Click Recipes. It certainly adds up to its popularity by understanding the nuances of how people buy groceries. You can search your favorite recipe by cookbook title, recipe author, main ingredient, skill level, special occasion and also using there Google-esque advanced recipe search.
Their mobile app also offers a consistent experience to its users, just like the website.
Other Features which I loved
Peapod is a company associated with Stop & Shop, a chain of supermarkets located in the northeastern United States. Peapod is pretty much like the quintessential suburban grocery store that offers all the mass-market, conventional brands you’ll find in a regular supermarket, while FreshDirect is more inclined towards high-end customers.
Peapod’s website doesn’t look as jumbled as FreshDirect and is a little nicer at displaying items up close. It has some special features (both for mobile app and desktop platform) to help customers shop quickly by selecting the right grocery items and save some money.
The website allows shoppers to sort products based on nutritional needs such as dairy-free, gluten-free, fat-free, low calorie (similar to FreshDirect).
The Features which I liked
Image credit: Peapod
Things I Wish They Had
All in all, FreshDirect has an edge over Peapod as far as digital experience goes. It has a lot of features and educational content that really helps shoppers in not just buying the right things, according to food and dietary habits, but also learning new things. FreshDirect has more choices for grocery items especially organic and local foods. FreshDirect seems to offer high-quality fresh foods where you will find your favorite brand-names for sure. But when compared to AmazonFresh, both brands unquestionably need a lot more enhancements. I can prove this with a few examples:
Image credit: FreshDirect
Just look at AmazonFresh’s Search bar, so protruding and wide- you can’t give it a miss.
Image credit: AmazonFresh
Amazon is undoubtedly a better customer experience with many more options and range of products. Amazon’s operational expertise, price cutting on organic food, one hour delivery are completely reshaping customer expectations of how they want to shop online and now in store, laying tremendous pressure on the entire grocery market.
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