By: Lynda Assi, Shiqi Lin, Yuan Liu, Liza Perez & Haavard Wattum

Shopping cart

Company background● Introduction● Current website

The Approach● Category● Strengths and

Weaknesses● Opportunities and

Threats● Competitive analysis● Customer Profile

The website● Objectives● Business model● Strategy● Whole Foods express

ecommerce ● Campaigns● Metrics for Success● Recommendations

COMPANY BACKGROUND

Introduction● Whole Foods Market, Inc. is an American foods supermarket chain

specializing in organic food.

● Type: Public

● Industry: Grocery store/ Health food store

● Founded: September 20, 1980

● Number of locations: 404 (Jan 2015)

● Revenue: Increase US$ 12.9 billion (2013) [2]

● Number of employees: over 58,300

Current Website Layout

Current Website Layout

Current Website Layout

Present Website Layout

THE APPROACH

CategoryConsumers are becoming health-conscious

● Consumers are driven to local, natural, organic and sustainable offerings

● 9/10 Americans are “conscious consumer”● 90% buy energy efficient products● 88% products promoting health and safety benefits ● 87% support fair labor and trade practices ● 87% commit to environmentally-friendly practices

Consumers value convenience ● Constraints on time and household

budgets.

● practical about purchasing decisions

US organic food market grow will grow until 2018● Annual growth rate of 14% on the sector

● Domestic organic food production increased about 240% between 2002 and 2011

Strengths and Weaknesses

Strengths Weaknesses

● Social media presence

● Presence in local communities

● Relationships with suppliers and

partners

● Fast delivery service

● Brand trust with high quality

● Weak loyalty program

● High prices of products

● Crowded store

Opportunities and Threats

Opportunities Threats

● Local, natural, organic and sustainable offers

● Organic food market is an emerging trend

● Consumers are conscious and value convenience

● Increased technological capabilities

● “Whole Paycheck” consumers perception

● High competition

● Organic foods sold at lower prices

● Difficult to distinguish organic food from fakes

Competitive analysis

● Primary Direct: o Amazon Fresh, PeaPod, Fresh Direct, Google Express, Schwans.com

● Primary Indirect: o Blue Apron, Five Stars Home Foods, Hello Fresh

● Secondary:o GrubHub, Seamless, Eat24

Low value

High value

Many quality products Few quality products

Primary Target - Healthy Young Professionals

Personal/DemographicName: Carrie & FredAge: 25 - 35Status:Raising Career.Demo: $40K HHI, college graduate working professionals.

LifestyleImpulse shopper if sparked would be interested. Cares about being healthy and fit.

Motto“Eating well keeps us going”

Personal shopping HabitsConnectivity: Very connected to different devices: tablet smartphone, laptop.Internet: User of social media, blogs. Shares articles and photos of interests.

Favorite e-commerce siteHigh end retail stores. Amazon prime users, Content based shopping.

Secondary Target - Health Conscious Parents

Personal/DemographicName: Carrie & FredAge: 35 - 45Status: Married with kidsDemo: $90K HHI, college graduate working professionals.

LifestylePlans and reads reviews. Carefully select foods. Cares about eating healthy and nutritive.

Motto“We are what we eat”

Personal shopping HabitsConnectivity: Very connected to different devices: tablet smartphone, laptop.Internet: User of social media, blogs. Shares articles and photos of interests.

Favorite e-commerce siteHGTV and cooking channel, kids retail stores, interest Blogs/ affiliate shopping.

THE WEBSITE

Objectives and Goals

Objectives● To achieve 5% market share of the premium online grocery market

● To acquire 3% of the residents within our store communities

Goals● To make Whole Foods the preferred customer option

● To manifest Whole Foods ecommerce position

● To help unclog our in store traffic

Business Model

Strategies● Online Community

● Pricing

● Loyalty Programs

Online Community● Online Communities Locally

● Transparency

● Home Shopping

Pricing

● Same day delivery with premium price

● Bundle Price

● Local & Organic Prices

Loyalty Program: Your WholefoodsYour Rewards: ● Non Subscribed Users:

$10 = 1 point● Subscribed Users:

$5 = 1 point ● 100 points = Next

Purchase FREE Delivery

Your Basket:● Ability to auto-reorder

favorite produces.

● Monthly subscriptions.

● Specials alerts.

Whole Foods express online shop

Product listing page

Product detail page

Shopping cart basket

Multi product shopping cart basket

Check out window

Place order

Customer relationship management

Blog post seasonal

Responsive Design

Campaigns

● Special Day Promotion Campaign

● Social Media

● Direct Marketing

● In-Store Promotion

● Out-of-home Promotion

Metrics for Success

Awareness Consideration Preference Purchase Loyalty

Reach Clicks Sharing Clicks to website

Sharing

Views Reviews Likes / Follow Conversions to sale

Referrals

Content Views Data Capture Coupons User-generated content

Comments Social Listening Tracking tags

Recommendations

● Create an app

● Develop a loyalty program

● Provide shopping habits feedback

● Automatic app reordering

● Order and reorder catalogues

DO YOU HAVE ANY QUESTIONS?

Thank you for your attention!

By: Lynda Assi, Shiqi Lin, Yuan Liu, Liza Perez & Haavard Wattum

APPENDIX

Bibliography● Sources : “United States Organic Food Market Forecast & Opportunities, 2018” / Organic Trade Association /

BBMG Conscious Consumer Report