Grocery chain, The Fresh Market, needed a modernized customer experience. Their digital and in-store experiences were disconnected, grocery customer behaviors were rapidly changing, branding was inconsistent, content was dated, and customer expectations weren’t being met. As Creative Director at Razorfish, I led a team consisting of ux designers, art directors, visual designers, copywriters, and content strategists in modernizing digital and in-store customer experiences that elevated the brand, increased audience engagement, and improved overall customer satisfaction. This process included redesigning their website, conceiving a differentiating shopping app, established a design system, and creating eye-catching content.

Research insights informed the holistic, rebranded (in-store and digital) experience strategy that engaged customers from awareness to conversion to repeat store visits. Through better brand consistency and customer support, the new shopping experience reduced friction throughout the customer journey. Our modern, responsive site experience highlighted The Fresh Market’s promise of quality food and improved merchandizing as to better appeal to their target grocery shopping audience.

The new experience incorporated personalization, provided new online purchasing options, and elevated featured content, such as rebranded packaged meal products.

We also designed a proof of concept mobile app that included differentiating features such as online ordering, curbside pickup, way finding, digital coupons, loyalty, personalized content recommendations, and mobile checkout.

I also led a digital and in-store content refresh. For example, many of the legacy recipe videos on the site were dated and didn’t support conversion. I collaborated with a third-party director and oversaw production of modern, rebranded recipe content and photographic assets for The Fresh Market’s digital properties. This new content increased engagement across their web and social channels and established a template for future content creation.