Standing out in a crowded market

FreshDirect launched in 2002 and quickly became a leading online grocery delivery store on the East Coast. As an initial player in the online food delivery category, FreshDirect historically viewed their competitors as brick-and-mortar grocery stores. As innovative, tech-savvy, and well-funded competitors began popping up, FreshDirect found itself in competition with dozens of methods of procuring food and hundreds of competitors.

The company started looking at opportunities to play a more meaningful role in customers’ relationships with food. They needed to figure out how to extend their value to customers beyond just the procurement and position themselves to take hold of more of their customers’ daily food routines.

I think that Sol’s formula is precise and very thoughtful.

—JODI KAHN, FORMER CHIEF CONSUMER OFFICER, FRESHDIRECT

APPROACH

Customer research to understand customers’ relationships with food and assess opportunities to address more of customers’ food challenges
Strategic brand development planning, roadmap, and competitive positioning
Buyer persona creation to bring key customer profiles to life
Market segmentation to inform marketing strategies and tactics
Ongoing qualitative and quantitative research to uncover market insights and inform business decisions and the launch of new services

OUTCOMES

“We took a pause and said we need to get to know our customers. Once we understood what our customers thought of us, then we identified the gap between what they thought and what we define our brand as. We went on a mission to tell our story differently… The brand became bigger than just the service…

I think that Sol’s formula is precise and very thoughtful. Sol has deep experience in helping companies face reality and find brands that open territory that can build businesses.”

—JODI KAHN, FORMER CHIEF CONSUMER OFFICER, FRESHDIRECT